I’m old enough to remember when just about everything about the Web was shiny and new and had the glow of something altogether different than what preceded it. There was a sense of excitement; of mystery. Even a little magic. And back then, the people who practiced the dark arts of the Internet were, themselves, more than a bit enigmatic…
One group, comprised of those who came from the traditional, offline world, tried to reconcile their accumulated knowledge with this new media, which didn’t conform to many—if any—of the old rules. They were alternately fascinated and intimidated by the possibilities, and they struggled to make the online world fit into their offline worldview.
Another group, made up of what we’d now call millenials (but who were then referred to as ‘kids,’) were struggling too, but in a very different way. They’d grown up tinkering with Commodore 64s, using Archie, Gopher and FTP to find information and trading ideas on USENET. They were enthralled and inspired by the promise of the Web and endlessly curious. Like most young’uns, they were also irascible, charming, funny and unintentionally insightful.
The third group consisted of clients—people on the ‘brand side’ tasked with increasing awareness/usage/trial/redemption/conversion/etc. for their products and services—who knew they needed to leverage the emerging technology, but for the most part didn’t know where to begin. Moreover, because they worked in what were generally insular environments, they weren’t encouraged to go out and embrace the next big thing so much as they were flogged to beat last quarter’s numbers.
Together, those three groups helped push the commercial Web forward and, in so doing, pull much of the developed world online. Here’s how it went: Clients tasked their marketing partners with helping them increase sales and acquire new customers. In turn, the marketing partners worked with creative and technology peeps to come up with new ways of communicating with target audiences, from toddlers to teens to those with false teeth. The result was some of the most genuinely innovative marketing the world has ever known.
It was awesome.
Of course, a lot’s changed since the heyday of corporate Web sites and inflated IPOs. Marketers have become more resourceful, and the kids have all grown up and found places of their own. But the biggest shift has been on the brand side.
The rise of Web technologies, social media and mobile platforms has made every client a user—posting, Tweeting, blogging, checking in and commenting on the world around them. Like everyone else, they’re more connected than at any time in history. Which means they no longer need to wait for market studies and campaign analyses to find out how consumers really feel; they can just log on and see for themselves. Just a few minutes a day on social media networks, blogs and news sites can tell them all they need to know about what people like—and vehemently dislike—about their product or service.
Is this feedback loop flawed and prone to misinterpretation? Yes and definitely. But that’s not really the point. The point is that by using the same online tools as their customers, clients are smarter and more sophisticated than ever before.
In the next installment: How the evolution of the client has affected relationships with agency partners.