Will Direct Response Save Advertising?

Last week I read a great op-ed piece in The Boston Globe by Alex Poulos called “Mad Men of the Future.” ...

24 Jun 2011 1832 Views

Last week I read a great op-ed piece in The Boston Globe by Alex Poulos called “Mad Men of the Future.” He makes several excellent observations. But overall, the article paints a pretty dreary picture of life in 2031 when technology will have allowed advertising to reach unbearable levels of intrusiveness.  Alex cites a few tongue-in-cheek examples, like shampoo bottles that will “give you an upbeat, musical pitch, reminding you to shampoo twice,” or cars with “scrolling messaging across the back window or bumper for the motorists behind, stuck in traffic.”  No doubt technology will make all these things (and more) possible. But I don’t believe the future will play out this way.

 

John Caple's piano piano_ad3

 

In this post for Talent Zoo I predict a very different future for advertising. In my vision of the future, the advertising industry will have been lead out of the dark ages of the mass media monopoly by direct response advertisers. Hopefully my prognostications will yield some useful insights for marketers today. Read the full post “Will Direct Response Save Advertising” in my Marketing Moxie series on Talent Zoo.

Sean Duffy | @brandranter
Speaker, consultant & founder of Duffy Agency, the flipped digital agency that provides accelerated growth to aspiring international brands.