February 24, 2004
pull advertising?
Fred Wilson, the New York VC assertively declared a while ago, “The push model of advertising is over. It’s over. It’s just a matter of time before people realize it. It’s toast.”
I’m about as clued up on next-generation forms of advertising as anybody, but I’m still confused by that statement.
Regardless of what advertising method may be in vogue at any given moment– TV, Radio, Websites, RSS feeds, Guerilla, Viral– the same question remains:
“I’ve got Product X that’s good for Y reasons. What’s the best way to get customers?”
And so you go out and push it. That’s what you do. If the bar rises, you jump higher. If the landscape changes, you get yourself a different map.
Technology may make reaching some people harder, some people easier. But Push Advertising is not going anywhere, because too many people (including Fred) have products they want other people to know about.
Still, one has to stay on top of things. I meet a lot of people who hope to one day be the next John Hegarty. Well, that’s great, but Hegarty’s “creativity” model is already 30 years old. He already had that idea, and put it into practice 3 decades before you. That train already left the station.
Interesting times we live in. Jeff Jarvis concurs.
> push is dead.
Ok, so the alternative is to leave your message out there were the customer might accidentally run into it? Sounds like of like old banner ads.
How about this for a goal:
By interacting with smart brands, I am entertained, educated and create a bond of loyalty.
Back in the early ‘90s, there were a set of radio ads featuring Mr. S & Mr W. They were witty and fun, and occasionally informative. Guess which kind of canned vegetables I still buy today.
Yep, that’s a worthy goal, Derek