The ad industry has always been synonymous with having too many buzzwords.
For that, we’re guilty as charged. The problem with buzzwords is that people
tend to get a little too fixated on them, and so it follows that one leans to a
side. Traditional vs. Digital. The big idea vs. big data. For young people entering
the industry, it can all become a little muddy. And as the industry continues to
change at a pace like never before – how do we focus on what’s most
important?
It’s time we write the new rules. It’s time to rethink how we orientate ourselves
in the ad industry. We’re in the midst of our own revolution, the consumer
revolution. So let’s take a moment to zoom out a little, and focus on what is
really going to drive remarkable change for brands and businesses going
forward.
Marketers used to control all communication that brands were associated with.
Consumers’ perceptions were shaped by the messages that companies used to
put out. Well comrades, the persuasion game has changed. The reasons
consumers choose brands are influenced by a growing number of variables,
none more important than the views of consumers themselves. People now own
brand conversations. Everyone is an author. Everyone is an advocate and
influencer of brands and what people think of them.
For young advertising bucks growing their careers during such a time, there are
a number of things to consider.
Experience isn’t always expertise
Few people in the industry today can truly claim to have the experience to
navigate the changing tides of the industry. This is simply because the rate at
which the communication game is changing far outpaces the speed at which
people are able to master new capabilities. Additionally, young people are
becoming far more influential much earlier in their careers. Far before millennials
even study communication, they’re engaging with technology and learning skills
that are of critical importance to the way brands communicate today. Having
past industry experience doesn’t always translate into having the relevant
expertise necessary to be ahead of the game today.
Agility
The industry is no longer looking for only those who are specialists in a
particular discipline. More so, the youngsters who show a strong hand at their
core discipline, but can add value across the communication spectrum are the
sought after talent. Being able to influence the communication of a brand at
every point that it meets a consumer is a skill set that will continue to be sought
after. Adapting to change is fast becoming a core competency of success. As
new capabilities enter the market and brands are influenced in new ways, being
flexible enough to welcome, understand and grasp change with speed will be of
the highest importance.
Good isn’t good enough
Now, more than ever, good just isn’t good enough. More and more companies
are entering the competitive sphere. A start-up of eight people can be as
successful in reaching its market as an established company far larger in size
and resources. Pushing out good communication at a time where clutter is
becoming king, isn’t going to get you noticed. Great communication is what
might get you noticed. Stand out communication is what gives you permission to
speak. Consumer’s lives are just too fast and too busy to give their time to
brands talking the same talk. Clarity and distinction will win. Anything that risks
becoming part of the clutter will struggle to hold much of the consumer
attention.
As the industry continues to push and learn about its boundaries and growing
capabilities, young advertisers need to lead the charge in redefining how we do
business. We’ll need to make full use of our growing experience, and through
being agile, grow our expertise in as wide a way as possible. The industry is
living in an ever changing dynamic for advertisers to wrap our heads around, but
what an adventure it’s going to be. It’s time to write the new rules.
