Marketing With Meaning: A Possible Path Through the "Chaos Scenario"

Led by: Bob Gilbreath, Bridge Worldwide

Consumers hate advertising. It is irrelevant at best and offensive at worst. Marketers and advertisers used to be able to hold consumers hostage to our messages in return for free content. But today, the combination of message overload and technology have driven consumers to avoid our messages, and the model is breaking down. Meanwhile, consumers hate us - the marketers and advertisers who invent new ways to spam them online and offline. The result: CMO and Agency turnover is rising dramatically, and Advertisers are ranked below Lawyers in terms of public respect.

But there may be a way out - create marketing and advertising that people actually want. It can be anything from information on how to manage your diabetes from Abbott, or consumer generated ads in the Jingles for Pringles contest.

You might call it "Marketing with Meaning" - and digital is increasingly leading the charge here, as the same technology that allows consumers to avoide our ads gives us a window into their homes and lives, allowing us to connect at a higher level. The result: building the business, improving consumers' lives, and feeling a lot better about ourselves as marketers.

This discussion is a chance to chat about the challenges and this potential opportunity for success. Bring your tough questions and examples of how you've used digital to achieve success by building marketing programs that consumers actually embrace.

Add your name (and home country) here to join this discussion: