Are We Fast On Our Way To Irrelevancy, Or Enhanced Relevancy?

Wong, Doody, Crandall, Wiener’s latest “Digital Minute” email newsletter looks at the issue of new media immediacy.

For consumers, the trend towards immediacy provides instant gratification and lets users generate content, but for marketers and other organizations, the trend poses a tricky conundrum. The faster information is released, the less time there is to filter it and produce insightful content. And, given how fast the Internet moves, the slower information is released, the less relevant it may be. The Guardian’s gamble succeeded this week because the specific task required no in-depth analysis, but in general, content needs a filter. Like everything else involving social media strategy, when producing content, brands will need to experiment to find the right balance. And in the era of new media immediacy, they’ll need to do it immediately.

“Content needs a filter.” I like that, and I like that there’s a need for editors and aggregators, given that I am one. As an ad man though, this new media reality is a tough pill to swallow. Creative teams are often given weeks to concept, write and storyboard a campaign idea, then months to produce the campaign, if/when it sells through. That’s the culture and it’s under attack.

My question for you is what is this pressure doing to the work? Does the need to produce on the hour make us sharper and better, or does it weaken the field, as we focus on boosting output over quality?

Previously on AdPulp: Computing Behemoths Won’t Get Off Each Other’s Cloud



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.