La vita oltre la pubblicità
Comunicare non vuol dire solo fare pubblicità, sembra banale, ma molte agenzie ancora ragionano quasi esclusivamente di "progetti di advertising".
Quando affermo che in Italia manca nelle agenzie un dibattito articolato, dico ad esempio che ai convegni sulla comunicazione si affrontano sempre gli stessi temi: la creatività, il futuro dell'advertising e degli investimenti pubblicitari, soprattutto invitando sempre le stesse persone. Come si fa a fare innovazione, se parlano sempre gli stessi? Perchè non si invitano mai le nuove agenzie o i giovani creativi? (avrebbero tanto da dire) Perchè ai vertici delle associazioni di categoria, non si favorisce il ricambio?
Non ho ancora visto in Italia un convegno in cui si parli seriamente di web e comunicazione per le imprese, al di là delle logiche della pubblicità. Non se ne scrive in modo esplicito nemmeno nelle riviste di comunicazione. Lo sappiamo bene, che ai convegni organizzati sul Web 2.o i veri problemi non sono stati mai tirati fuori.
All'estero invece, e lo sottolineo nuovamente, il dibattito è profondo, aperto e onesto.
Nuovamente Advertising Age, mette il dito sulla piaga, con un articolo di Matthew Creamer, con un titolo eloquente: Think Different: maybe the web's not a place to stick your ads, non si gira mica intorno al problema.
...Look closely at the disappointment that an advanced marketer in 2008 wouldn't be willing to spend more than that to spray its brand all over an Internet already saturated by it and you'll see very clearly some misperceptions plaguing the marketing business today. First, there's the basic mistake that marketing is synonymous with advertising. Then, there's the underexamined assumption so popular in marketing circles of all kinds that when it comes to helping companies create brands or move product the Internet's greatest use is as an ad medium.
Gli editori dovrebbero considerare Internet con occhi diversi
The internet is too often viewed as inventory, as a place where brands pay for the privilege of being adjacent to content, like prime-time TV and glossy magazines relics of the pre-blog days when getting into the media game actually required infrastructure and distribution. The presumed power of that adjacency has provided the groundwork for the media industry for decades and long ago calcified into an auspicious economic reality the big media companies are trying to take with it to the digital future. For the media seller, ads and ad revenue might be all that's left.
Gli uomini di marketing hanno oggi grandi opportunità per diventare content provider e creare connessioni dirette con il loro pubblici
The big difference is that marketers are in the same competitive set as media owners," said Matt Freeman, CEO of Tribal DDB. He cites Pepsi, one of Tribal's clients, as an example of a company that could be a giant media player if it wanted. It doesn't want to because the big traffic it gets at its corporate websites has nothing to do with how it's valued. But the twist on media and marketing convention is clear: "Before there was an investor and a recipient of that investment. I think today you have much more of a triangulation where marketers can invest directly in going to consumers, obviating the need for media owners. They are not necessarily the client of owners and, in some cases, they are their competitors."
Andiamo oltre la pubblicità, cominciamo a creare reale valore per tutti i pubblici.
Functionality, utility -- whatever you want to call it -- brings a different level of engagement from consumers. Because people click on these things freely and voluntarily, because it helps them to get something done, they come to them with a different mindset than they do marketing communications that interrupts, whether a TV commercial or a pop-up ad online. Put simply, they want to be there.
There's one other thing about them: Unlike that TV spot, the cost of distribution is very small if not free. For marketers and agencies it's a sea-change in how you do your business. "It's easy for clients and agencies to think about banners and email because buying banners is like buying outdoor and email is like direct," said Mr. Kaufman. "That is very different than nurturing the community of your customers, providing great content or executing transactions."
There are already tons of reasons to be skeptical about hopes for mingling the intense sociality of the web with an interloper like an advertisement. In its fourth-quarter results, Google noted the difficulty MySpace, with whom it has an ad arrangement, has in monetizing its immense traffic. Before that, Facebook, the fast-growing No. 2 player, lost momentum when its plan to turn user recommendations of products and services into ad inventory ran smack into a wall of privacy complaints. While users might be eager to talk about brands and products, as Facebook has maintained, they don't necessarily want to do so with some drooling corporation looking over their shoulders and broadcasting their recommendations to the world in sponsored boxes.
The difficulty begs several important questions, among them whether all this is just an attempt to make money off the unmonetizable? All that murkiness, of course, doesn't show up in all those gleeful spending forecasts. The study Mr. Freeman said he wants to see looks at all the impressions on the web and discerns what percentage come at properties owned by professional media sites -- from Yahoo to News Corp. -- and what come from amateur, peer-to-peer, or sites owned by marketers. "My bet," he said, "is that it's only a small percentage of engagement that's monetized.
"Perhaps it's a doomsday scenario for too many companies to really contemplate, but it's not an entirely new meme. In an interview with the website The Art Bin, web designer Jakob Nielsen, an expert in user behavior who once worked for Sun Microsystems and now consults with Fortune 1000 companies on corporate websites, made the following declaration: "The basic point about the web is that it is not an advertising medium. The web is not a selling medium; it is a buying medium. It is user-controlled, so the user controls, the user experiences."
E' del tutto evidente, che il web advertising sia destinato a crescere moltissimo nei prossimi anni, ma sarebbe utile cominciare a discutere seriamente anche della comunicazione sul web di tipo non pubblicitario.
Mi chiedo ora che l'Art Directors Club, ha un nuovo Consiglio Direttivo, se sarà possibile ragionare anche su questi temi, prendendo esempio da ciò che cominciano a scrivere/dichiarare pubblicamente i creativi statunitensi.
"Maybe we're All Missing the Point When It Comes to the Internet".