Alex Bogusky and John Winsor from CP+B have just launched their new book Baked In, which champions the idea that products and brands that have an intrinsic value will render traditional advertising methods unnecessary. The book is filled with “recipes” to create a product and or business with the ability to generate a buzz on its own.
During the book launch Q&A, an audience member asked Alex about the future of advertising and if he feels that traditional mass media will be left behind. He rejected the use of  the word “mass” saying how today its more about targeting specific niche markets, giving the example that a prime time TV show these days will only reach a small percentage of TV viewers. There are so many channels that everyone is able to watch something based on their specific interests. In his opinion, traditional forms of media will NOT disappear but continue to layer upon each other.
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great night for everyone involved. cant wait to read the book.
September 24th, 2009 at 3:09 pm
I completely agree. I feel that Mass marketing is not starting to be perceived as a less effective way to promote a product, but Niche marketing is a more effective way to promote a brand. We are forming a culture where a relationship with a product is becoming the strongest asset to a company because consumers are promoting the products as well. Consumers are on websites writing reviews, recommending products, and tattooing themselves with logos. So directly focusing on those who will do that for you should be by far the most important focus of a marketing campaign.
September 24th, 2009 at 4:29 pm