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Synthesis is one of the best things about marketing. Take two separate ideas and slam them together to get some great new thing. So here’s my Idea Mashup of the week. Paul Isakson + Valeria Maltoni.
First off, if you haven’t seen Paul Isakson’s The Future of Advertising + Marketing, then do it. Now.
A recent post from Paul talks about how a former CD at Urban Outfitters is moving to Anomaly. The best stuff is towards the end when he says “As more and more advertising gets ignored, agencies have got to come up with better, more meaningful ways to help their clients reach and connect with people.” and then wraps it up with “Maybe the title of the post should have been, “The Future of Advertising Is More Than Communications.”
And speaking of communications, the Conversation Agent, Valeria Maltoni had a great post about RSS, Email, and the whole push vs. pull argument. She talks about how, “It is so much better when you have people sign up voluntarily, when they choose to pull your content and give you permission to occupy a space in their reader and day.”
Both are great ideas. Here’s where things get interesting:
In the middle.
If the future of advertising and marketing is more than communications, and the next step in communications is based on “pull”, then the future is a place where more than just communication is “pulled”. This could be design, production, interaction, delivery, or any other part of the process. All on demand.
How would things change if we could “pull” something like design, and get something how we wanted it, when we wanted it?
That is an interesting thought, Matt. Certainly there is a lot more we can do with digital applications. From a product standpoint, it would be costly to do and to buy - especially for those companies that are set up to cater to scale. There is in fact a market of customer goods - luxury goods - where that is applied
Keep up the good thinking - and writing.