“There is little question that advertising or whatever we’re going to call the field in the future will change. The signs are too clear to ignore.”
Automation. Big data. Mobility. Transparency. As the world of mass advertising shifts rapidly to meet individual consumer needs and wants, advertising experts are asking, will it sustain itself? What is the future of advertising? Northwestern University professor, Dr. Don Schultz, writes a compelling, precinct article, titled, “The Future of Advertising (or Whatever We’re Going to Call It),” published in the Journal of Advertising, proposes three possible scenarios. It is a must read for advertising practitioners and consumers alike.
Schultz writes, “There is little question that advertising or whatever we’re going to call the field in the future will change. The signs are too clear to ignore. Will that change come based on proactive research on the future or will we continue to simply fill the gaps in what is perceived to be present knowledge? Will we continue to follow the same pathways and create the same footprints of those who have gone before us or will we set off on a new path, embracing change and acknowledging that new approaches are needed? That, to me, is the question of the future of advertising.”
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