Shifting deck chairs on the Titanic

There’s a strange undertone at many of the advertising-related SXSW panels this year. The past few years have involved discussions of Twitter, platforms, transmedia, etc. This year there’s still a lot of that, but it feels like a fundamental misunderstanding of the real issues.

Communication has changed, media has changed, and yet advertisers are still living in the agency-client model that has been consistent for the past 50 years. I don’t think that hiring a social media expert, or creating a new department, or using a few new shiny tools is going to get us far enough.

I don’t have a solution. But the situation for advertisers in 2011 is starting to remind me a lot of the music industry in 2001. There’s a sea change coming, and I worry that all the little changes we’re making are blinding us to exactly how huge it is.

The Awareness Fallacy

Excellent presentation by Mark Lester on why Awareness, as a sole focus in advertising, is often ineffective.

The primary point here is twofold: 1) many categories have reached a saturation point at which there aren’t many truly new innovations, and so there is nothing new to be aware of (with a few exceptions, such as Apple in the technology industry), and 2) consumer consumption of information has changed to the point where relevance and persuasion are much more valuable than simple awareness, as we are constantly inundated with new information.

Via Griffin Farley

How 4chan is like advertising

Over the past few months, if you’ve hung out with me (especially if I’ve had a few glasses of wine), you may have heard me begin to wax idiotic about something called 4chan. Rather than continuing to bore my drinking companions, I thought I’d record what it is I’ve been raving about in a more coherent manner.

For those of you who are unaware, 4chan (very, very NSFW) is an online image board with two unusual features: first, it is almost entirely anonymous, and second, posts are not archived, meaning that there is no permanent record of the behavior on the site. Its extremely fast-paced, foul, and transient nature have made it a hotbed of creativity - if you don’t mind scrolling through pages of racist, homophobic, sexist, idiotic humor. In fact, 4chan is single-handedly responsible for almost every major internet meme that has become popular in the past 7 years. If you’ve ever laughed a lolcat, you have 4chan to thank.

A few weeks ago the ever-excellent danah boyd wrote a fantastic article on the next-generation hacker culture that is 4chan, stating that:

4chan is ground zero of a new generation of hackers – those who are bent on hacking the attention economy… these attention hackers are highlighting how manipulatable information flows are. They are showing that Top 100 lists can be gamed and that entertaining content can reach mass popularity without having any commercial intentions (regardless of whether or not someone decided to commercialize it on the other side). Their antics force people to think about status and power and they encourage folks to laugh at anything that takes itself too seriously.

In many ways, the accelerated, anything goes atmosphere of 4chan is an amplified version of modern online media. Advertisers often complain that it is getting more and more difficult to attract attention in a world in which consumers are constantly inundated with information, and even when something does manage to break through the clutter, its effects are temporary at best.

Users of 4chan - otherwise known as /b/tards - deal with the challenge of limited attention and unlimited information in a few ways:

  • Repetition - check out 4chan a handful of times, and you’ll begin to see the same jokes, stories, and pictures repeated ad nauseum. This repetition establishes the shared culture that is 4chan by ensuring that as many people as possible experience the same messages.
  • Insider jokes - A side effect of all the repetition is the creation of insider humor, in which users impress one another by referencing older or obscure messages in creative ways. Again, this is part of establishing a shared culture and common language.
  • Extremes - This is where the offensive stuff comes in. Pornography, gore, racism, etc. are used so extensively to gain attention on 4chan that they’ve almost ceased to have an effect on regular visitors.
  • Humor - A good joke always gains attention. Repeating the joke doesn’t diminish it, until the 100th repetition or so.

Interestingly enough, these tactics are very similar to those commonly employed by marketers. To me, 4chan is all about watching a disorganized community struggle to gain a voice in the face of unlimited chatter. Advertisers will have to continue to keep up with these skills if they want to have an impact in today’s media environment.