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What advertising needs is a spy to watch consumers (0)

 

These days, we’re getting excited about being able to target the individual user. From a product placement point of view, it works really well – the Internet collects data about what sort of stuff this consumer buys, and you show the consumer that stuff. And that’s it; pay Google or DoubleClick, and go home.

Well, not really; there’s still the tricky question of how we make this product seem appealing to the individual consumer.

At the end of the day, putting the stock in the shop window isn’t advertising; and today’s Internet advertising really isn’t more sophisticated than showing them which shelf it’s on. You’re counting on their knowing what they want. But of course, the art of advertising is persuading people to want something.

I was looking at “an excellent example” of “how advertising will look on Internet-connected mobile phones” recently. I stared at the photograph for a good minute, wondering where the advert was; it appeared to be a TV programme listing. Finally, almost with the aid of a magnifying glass, I found an orange banner (an inch wide! a banner?) saying “London S299” – which, on closer inspection, appeared to be an advertisement for a $299 airline ticket.

Persuasive? Not even a bit. It wouldn’t be tempting even if it could be flashed up in front of you in the travel agent; you’d have to have already decided you want to go to London, and have done some research on likely prices. It’s not advertising. Advertising is stuff which makes you want to eat Wotsits or Pringles – stuff which will instantly cause an exciting party to materialise around you, and lots of exciting, sexy people, all in a good mood…yeah, right. But it works! – who would eat Pringles otherwise?

The problem which faces creative advertisers in the future isn’t reaching the consumer. It’s the question of “what sort of person is it?” and “what sort of bait will they swallow?” – and bingo! – we’re back to demographics. Suddenly, we’re not looking at Tim, 27, just got a promotion and lost his girlfriend, or Jenny, 55 and wallowing in alimony and fury. Instead, we’re saying vague, woolly things like “the sort of person who we’re trying to attract…” and trying to create viral videos that these people will pass around to each other.

What’s needed is a spy – following the consumer around, and noticing things. Let’s do the sci-fi thing, and imagine an artificial intelligence, living and sulking in a mobile phone, with nothing to amuse itself with except studying the person carrying the phone; and reporting back on moods and habits.

Actually, absurd though that might sound, it’s not entirely impossible. You can play with quite simple interactive “personalities” which can amuse you by appearing to be intelligent, and any of today’s personal organisers already know far too much about us. Give me a computer diary with an attitude problem (Terry Pratchett fans will know the demon’s name) and I think you could probably come up with a strategy for divining the mug’s state of mind.

So, really, we only have two problems to solve. First, to find someone in a position to create a personal information manager with this character defect – plus the ability to smuggle it into a majority of pockets, of course. And second, someone exactly like that, but with a sufficiently evil sense of mischief to allow them to go for it.

Ah, if only Google didn’t have that irritating slogan: “Don’t be evil.” Then what fun we advertising types could anticipate in another decade, eh? 

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