Adverteren wordt minder belangrijk

Dat marketeers zich meer bezig zouden moeten houden met produktinnovatie dan nieuwe TV-commercials is een stelling die ik hier al vaker geponeerd heb. Dit artikel over Nike in The New York Times is wat dat betreft tekenend, en hopelijk ook een les voor de vele marketeers die al jarenlang niet inzien dat ze moeten veranderen.

"Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions. “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?”