Let’s admit it: the advertising world we once knew is long dead. In a couple short decades, the digital revolution has fundamentally undermined all of the old arbiters of image, from Madison Avenue to Hollywood to K Street.
Companies have been quick to jump ship and join the social media bandwagon. Even without clear proof that Facebook and smartphone apps will garner them an audience. It’s almost enough to make Don Draper roll over in his scotch glass.
But it’s not just Facebook and smartphones that companies have to worry about. Be it the blockbuster movie producer trying to find ticket buyers, the multinational pizza company seeking hungry consumers, or the home-based graphic novelist looking for readers — the ways of reaching an audience are now limitless. And there is a premium for “sticky” experiences that engage consumers, over the old-fashioned billboards and banner ads which consumers are more likely to overlook. And building these experiences can be risky, and costly.