I gotta be me…

It seems that every single thing you experience now is designed to get you to do something else. It could be a blog with a link, or a video with a link, or a message for you to interpret and carry forward. It’s all, in effect, advertising.

Ultimately, advertising is the mechanism that marketing uses to facilitate a relationship with a user. It’s the conduit through which engagement is fostered.

Endemic Advertising

Endemic advertising used to mean advertising that was relevant to the situation. Newspapers and printed periodicals are a good example – ads where the audience is, ads targeted to a demographic.

The challenge with this kind of endemic advertising is that it doesn’t take into account that every single person is unique.

While endemic advertising still takes place on main channels like TV and print, the idea of endemic has changed. With personal devices – tablets and mobile device, the idea of endemic has shifted the relevance from the situation to the user.

Endemic Advertising now is most valuable when the user or consumer opts in to receive it. The value of the impression skyrockets. As channels converge to create unique and individual experiences, the message must adapt to the user. Marketing and advertising must adapt as well.

You can find some of my other thoughts on endemic advertising and engagement here, on connection and engagement here, on the emotional connection here, and why content is so important here.

Your Turn: Is Your Advertising Endemic? Why? Why Not?

[Image: Walt Stoneburner]