Relationship Building : The New Advertising Environment

" For the times they are a' changing" sang Bob Dylan in the 60's and it's a tune which advertisers will need to become familiar. The days of print and billboards are drawing to a close. Television and computers will soon be integrated as simultaneous uses of both devices continues to trend upwards. The Outdoor/Out of house market will continue to be digitized and downloaded to mobile devices like phones and PDA's. Social Media sites ,like Facebook and Twitter, will become major advertising venues within the next five years. The public will finally get what they've always wanted : A feeling of control regarding the advertising content they'll interact with daily. Static, dead advertising is over ; enter the relationship era. This new advertising will be about trust, name recognition,and interactivity. It will almost be like a DJ, except this point person will be part storyteller,part barker, all trusted friend. Like a virtual concierge,assisting a person throughout the night, which restaurant ,bar,theater,venue and key nightlife destinations will they sample. Then the consumer will rate the experience in real time, the venues, shows, and the performance of the ad person. Big ratings will be very profitable ,but a bad night for our point person will erode the public's trust and while they may forgive an occasional slip,consistence will be important. The public will turn their buying power over to a virtual concierge, but performance and reputation will be key.