Our industry demands we stay relevant. That means keeping up with the latest technological advancements to help clients. Keeping our fingers on the pulse of pop culture so we are always “in” on the joke. Staying opened minded enough to adjust and change directions when conceptualizing campaigns, programs and marketing strategies.
Over the course of the last several years, staying relevant has meant pushing the limits of social media and the amount of targeted messages in which our clients communicate with stakeholders and clients over these mediums. We’ve been achieving this through the realm of social media, but are we really succeeding? Are people listening? The advertising industry has definitely drank the Kool-Aid when it comes to apps, Facebook fans, blog posts, YouTube and using social media to enhance a brand.
Don’t get me wrong, social media can be great when used properly and in some ways it can definitely make our jobs easier. But I worry that many in our industry might be missing the real message when updating clients’ Facebook pages, Twitter accounts and such. What, is the message? Human interaction — and that as advertisers we should still strive to create an intimate relationship with living, breathing in-your-face human beings.
Ad Age columnist, Derek Walker, had a great column on this very issue last week. In this article, Walker talks about how we as advertisers, “throw out words like ‘honest’ and ‘authentic’ like they can be manufactured.” He speaks of our common need as an industry to focus on, “speaking to the human connection in all of us.” Really, I couldn’t have said it better myself.