Advertising Marketing: "Small is not only beautiful"?

Wired magazine, published in March, proposes a new concept of advertising, namely, fast-food entertainment. This idea, in fact, is similar to the concept of "small is beautiful" as we know it, rather than traditional media such as http://www.aliyun.com/zixun/aggregation/11158.html "> online video clips, IPod Nano, The itunes Music Store's pay-per-click Ads, as well as short games on portable devices.

This trend, according to Wired magazine's predictions, will create a culture of short-term attention, meaning that more than three minutes of advertising is unlikely to survive in the marketplace. Now, the media and entertainment content must be delivered in short form to people, has aroused many people's sympathy.

On the face of it, this theory makes sense. This is a daily demonstration of YouTube, Google videos, Ogilvy ads and video clips of LiveLeak. Blog is a kind of media fast food, a lot of long content is picked by the user, and the information reported the virtual way to send us, such as on-demand music, "Daily Show" pieces, and so on. This shows that the short time attention culture phenomenon is forming in the market.

Is it true or false? As an advertising marketer, you need to revise your mind and transition to a short period of attention culture. Will video blogs and announcements of content pull the traditional users of TV, magazines and newspapers over? Will America today become a short message in the future?

Maybe not. As blog M1k3￥ points out, many forms of entertainment content are growing longer rather than shorter. Television shows, such as "24 Hours", "Deadwood" ("Deadwood") and "lost", have won long ratings, a riposte to the "small, beautiful" advocates. Game shows also from the short shape of the past to develop, for example, "Ancient Scrolls 4: Oblivion-the island of Horror", "Grand Theft rider" and other players need a few weeks to finish. At the same time, the film program is developing into a short form, read "Lord of the Rings: Return of the King" (251 minutes) or "Gods and Generals" (231 minutes) users will realize that Hollywood can not end the long era.

It is a dangerous prediction to assert that everyone on the network is looking for short products. This leads advertisers to conclude that we do not need to make the information available for transmission. Of course, the creation of a brand through a short piece is also a good thing. However, high quality products require us to spend more time on the recognition of trademarks, which requires us to spend more time doing rather than reducing time.

It is hard to imagine that most of us are told that no one on the web is reading, we need to make the information short, we need to replicate the short content. A survey conducted recently by Poynter College found that online news readers prefer to read the news more than print media readers. Of course, the reality is that online news content does not need to be done as much as print news, but it also means that people can easily forget online news.

People like online content because they need information, not entertainment. Even if online information is for entertainment, and it does not mean that online information has the same expectations as other forms of entertainment, such as television, surveys show that Second life users are dissatisfied with branding ads invading their virtual communities. And a large number of advertisers to join the second Life activities, there are 72% of Second Life users of this brand advertising method is not satisfied.

This means that spending a lot of money has a negative effect on many people. Only respect the users and their needs, advertising can play its due role. Although video advertising does not completely overcome weaknesses such as online program Rocketboom, it has been accepted by a large number of users.

Wired's assertion of the "fast-food culture" trend is a mistake for most of us. To be truly successful, the answer is to understand your users, understand their purchasing decisions, and then give them what they want. Sometimes it's a snack, and sometimes it's a big meal, and the job of advertising marketers is to understand the difference.

(Original: February 2, 2007; compiling: Song)