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are great ideas becoming an endangered species?

In 1905, Oscar Wilde stated that “All great ideas are dangerous” – and he was right. Because great ideas are transformative. They disrupt the status quo, force us into areas we may be resistant to visit, and demand a level of attention many are reluctant to give. But a great idea can also ignite our passions and expand the very meaning of life itself. Think I’m being high-falutin’? Then consider the men who first walked on the moon in 1969. All because President Kennedy had a great idea. One that changed the world forever.

So what does advertising have to do with putting men on the moon? Everything. Because great ideas are what made Kennedy’s vision and this business, well, great. But great ideas are dying. And one reason why is social media.

Social media isn’t the only culprit. But it’s one of the main culprits. Google “Death of advertising” and you’ll see what I mean. Of the 153 million hits I received, most of the ones I clicked either prognosticated or heralded the demise of advertising as we know it in favor of social media. Which of course makes milk shoot out of my nose at high velocity for at least three reasons:

• Americans are watching more TV than ever before.*

• In Q3 2009, virtually 99% of all video viewing was done on a TV, only 1.6% of video viewing was done via a DVR (TiVo) , an even tinier 1.2% of video viewing was done on a computer. (includes all viral videos, YouTube, Hulu, Vimeo, etc.), and an infinitesimal .2% of video viewing was done on a mobile device (cell phone, iPod, etc.).**

• Radio reaches 92 million more people in a week than Google reaches in a month. Plus, radio has more than six times the amount of listeners that iPod and all other MP3 players have combined.***

Social media is a tactic, not an idea. It’s a delivery mechanism just like TV or radio is a delivery mechanism. And people don’t buy based on the delivery mechanism. They buy based on the idea contained within the delivery mechanism. Which is something most self-professed social media “gurus” are either unwilling or unable to grasp. All media is social media.

Now, if you think I absolutely hate what is being called social media these days, I don’t. Social media, when it’s based on a great idea and is used correctly, is terrific (think of the TMobile dance spot in Liverpool station – 17 million views in just 12 months and a 52% increase in phone sales).

Social media also opens up new niches for advertisers, which is a good thing – as long as agencies learn how to be nimble and relevant as consumers confront a proliferation of sources competing for their attention. Latching onto social media just because it’s the current flavor du jour isn’t enough. What is, and always will be, is making sure the message fits medium. Because a delivery mechanism is nothing without great ideas feeding it.

*http://bit.ly/LjE4H

**http://bit.ly/8yF9tE

***Nielsen, Council for Research Excellence, Ball State University, November, 2009.

one response to “are great ideas becoming an endangered species?”

1. DENNIS said on 03.26.10 at 12:04 pm:

   GREETINGS,

   I AM A PHOTOGRAPHER CURRENTLY IN GRADUATE SCHOOL AT LSU, BATON ROUGE. I HAVE AN IDEA IN WHICH COULD BE A GREAT MARKETING AND ADVERTISING BENEFIT FOR A COMPANY IN REGARDS TO THEIR BUSINESS LINE OF APPAREL. I WOULD LIKE TO KNOW IF THERE ARE ANY OPPORTUNITIES THAT MAY HELP ME FURTHER THIS INITIATIVE WITH YOUR COMPANY.

   SINCERELY,

   DENNIS DONALDSON
   PHD CANDIDATE

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