The Web Is a Customer Service Medium | Ftrain.com

Paul Ford:

When it arrived the web seemed to fill all of those niches at once. The web was surprisingly good at emulating a TV, a newspaper, a book, or a radio. Which meant that people expected it to answer the questions of each medium, and with the promise of advertising revenue as incentive, web developers set out to provide those answers. As a result, people in the newspaper industry saw the web as a newspaper. People in TV saw the web as TV, and people in book publishing saw it as a weird kind of potential book. But the web is not just some kind of magic all-absorbing meta-medium. It's its own thing.

A great article. Go read it now.

Disruptions to watch in 2012 | Denuology

Brad Eshbach writing about the disruptions to watch in 2012:

This is a time for connecting the dots. A time when teams are building tools that threaten decades old businesses and centuries old institutions. These digital tools of today are being bootstrapped in dorm rooms and conceived on whiteboards spread throughout the Valley and the Alley and the Loop. They are hustling to dismantle the business models of the past and fix problems that have been bugging our collective consciousness for far too long.

He gives examples of three industries that are ripe for disruption. I agree.

I would add advertising and media to the list of obvious industries ready for serious disruption. Although in this case, the disruption started a while ago and has been building momentum. It's not a 2012 thing. It's the big players, as usual, that are threatened by this change and are either trying to stop it or worse, ignoring it.

I think Walt Disney said it best.

"We're Going Digital" | Marketoonist

Marketoonist going digital Tom Fishburne in this post about going digital:

Should campaigns be media-driven or idea-driven?

Lately, it feels like the media tail is wagging the campaign dog. Many campaigns are built around a media platform, as if the media platform alone was the big idea.

It's a great question and one that frankly I'm amazed that marketers still ask themselves. Or worse, their agencies. I think Tom is spot on and I urge you to go read his post. The cartoon is just way too funny. I can see this happening in boardrooms all over the place.

The rise and fall of advertising media | Infographic

The Rise and Fall of Advertising Media
Infographic presented by 2D barcode service Microsoft Tag.

Advertising certainly is changing. Fast. Actually, way too fast for many businesses to cope with. Especially those that have been successful doing things a particular way.

Advertising agencies need to quickly adapt and evolve their knowledge and services to include what some still call "new media". The fact that they still call the Internet "new media" is telling. I'd suggest that any agency that used the words "new media", even if it's as part of their services, is one to run away from.

Similarly, clients need to keep up with change and know where their customers are. The days of reaching 80% of the population with a singleminded TV campaign have been over for a while now. I see so much money wasted by businesses still doing what they've always done that it pains me.

I believe it's our responsibility, as agencies, to educate our clients. We're the ones seeing the change first hand. We can see first what works and what doesn't. Hell, we see our own behaviours and those of our peers and immediately can see the change. It's obvious. It's innevitable.