In the recent special double issue of Newsweek magazine (3/26/12 and 4/2/12) celebrating Mad Men and the 1960s golden age of advertising, Nick Summers analyzes the tremendous changes in advertising due to social media (Click This Ad Already! pp. 5864).
Summers addresses a powerful implication of social medias explosive and expanding influence on the advertising world. He explains, To longtime ad strategists, this is scary. But the scariest things, once harnessed, can also become the most powerfulparticularly when the medium is digital (p. 61).
No one can deny it: Advertising has changed forever. We can bemoan the loss of days gone by, we can get nostalgic, and we can try to live in the past before PCs were everywhere. But being an ostrich with its head in the sand doesnt change what is still on top of the sand.
Smart businesses today will make every effort to remain relevant in our modern world. Remaining relevant means you keep up with the times, the trends, and the technology. It means you dont just let the future happen to you; you contribute to what that future is. And never before have businesses and people in general had as much opportunity as they do now to contribute to what that future is.
This is truly an exciting time to be in business. It is definitely an exciting time to be in advertising. Where this will take us, nobody knows. But one way or another, we will all be involved.
So remember: Dont hide from itHarness it!
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