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A while back, I worked on a pitch for a packaged energy / health drink. I put this piece together around marketing product attributes and benefits to a fully connected family.
There was quite a lot of “Big Brother” talk, (mostly from the dinosaurs that roam the halls, hiding in caves fearing the sun) but many people are starting to come to terms with the difference between private and personal.
From the pitch:
Imagine if you will, the state of advertising in the next 5-to-10 years. Today’s demographics will seem thin and superficial; methods of marketing are already skewing towards individual behavior rather than broad audience groups.The connected device, both household and mobile, will be the main source of news, entertainment and communication; with television likely to become more of a video service through a computing device, much like radio, magazines and newspapers are now headed. Social Networking will be less a destination, and more of a transparent expectation of every device and service, with current players such as Facebook and Twitter become more open, and encompassing more and more user-based content and features.
We like these scenarios, as severe as they may seem to our industry, they are exciting for our business. As part of this presentation, we’d like to show you a view of (Client Name) in the very near future, an audacious brand play that eschews traditional advertising for a direct integration of product information and benefits into consumers’ personal lives.
Any thoughts? Is the world ready to see a marketing message in their daily data? Is it already happening, but in clumsier ways than we hoped? Anyone prepping this in their future plans?