The current buzz about IPTV (Internet Protocol Television) makes me realize how rapidly some industries are evolving, and how relatively slowly the marketing profession is responding.
In 1998 I engineered an invitation to the Royal Television Society conference, the biennial Cambridge gathering of 200 of UK television’s elite. Much of the conference was spent in presentations, planning, and self-congratulation on the recent coverage of Princess Diana’s funeral. The only two presentations that still stick with me were a history professor’s singularly unpopular assertion that TV was creating news rather than simply reporting it (much hissing from the audience), and a demonstration of WebTV by the now CEO of Microsoft, Steve Ballmer.
At the time a mere VP, Steve Ballmer was actually heckled. From the audience I heard all the superior snickers of disbelief and the whispered dismissals of the very notion that television might become interactive. The leading decision-makers in the industry were so conditioned by their past experiences of television that they could not conceive that any significant change might be possible, let alone desirable.
I had seen WebTV unveiled a couple of years earlier in New York, before Microsoft acquired it, and had been captivated by the notion that you no longer needed a computer to surf the web. In those days I was all about convergence, and would assail anyone who would listen with my predictions that TV, the web, and mobile telephony would collide and facilitate revolutions in entertainment, communication, and education. Of course this was not original thinking – lots of people were working toward achieving that convergence, and it was an uphill battle.
One of the people at the conference who I tried in vain to convert was a producer of Channel 4’s The Big Breakfast, whose resolute position was something like: “The internet is rubbish. I’d rather have my children watching TV than wasting their time online. You can’t get more educational than a television documentary.” The Big Breakfast was at least innocent, entertaining, predictable, and vaguely informative. But, to my mind, it seemed more worthy of the “rubbish” label than much of what was available online.
The singular lack of vision, with an edge of defensiveness, demonstrated among the television cognoscenti at the time was frustrating, but not unexpected. Even highly intelligent and wonderfully creative people have their limiting horizons and their comfort zones.
What is remarkable to me is not so much that attitudes and behaviors have changed, but how rapidly they changed. The technologies have advanced significantly in the past decade, but so too has our willingness to use them. Our notion of what a computer is has dissolved – it is no longer a grey box under a desk connected to the world with cables, but a palm-sized clam-shell on our hip. It has become almost second nature to take and send images and video using a mobile phone. E-commerce is rapidly going mobile – in Japan you can rent a car, or even get a Coke from a vending machine, by pushing a few buttons on your phone. Bloggers proliferate, entertainment and commerce exploit new media, and news coverage and commentary have decentralized and gone real-time. Now, with the imminent arrival of the millions of channels made available by IPTV, convergence is almost total.
But what of marketing? Where are the revolutions in thinking, the exploitation of new possibilities, the creativity and experimentation? I still work with companies, some with seemingly limitless resources, who are slowly “putting their ads online” and trying to catch up with a paradigm that now belongs in the last century. It baffles me why we in marketing are so slow to evolve. Our role in training is to prepare brands for the future, yet we cling tenaciously to the past.
Is it because marketers define themselves too narrowly, and think of themselves in “activity” terms instead of in “outcome” terms? Or is it because companies don’t consider the value that marketing can bring to the organization is sufficient to justify the potential cost of innovation? Or is it, perhaps, that the current generation of management is still conditioned by its own past experiences, and is not capable of seeing that marketing does not have to be that way? I know that we have only recently accepted the benefits of online engagement, but perhaps we should continue to peer over the horizon instead of settling into a new zone of comfort?
If you did not have a website or the capacity to run TV or print ads, but you and all your target customers had web-enabled mobile camera-phones, how would you exploit the technology more efficiently and effectively help build your brands and grow revenues?
