Admittedly, when you write an A4 page about things you know nothing about, you have a hard time, especially if you can’t find anyone far and wide who could teach you, let alone help you.
It’s true that we didn’t know everything in the past either. Even in the past, we often had to rely on „creative conjecture“ to replace the „lack of evidence.“ But at the end of the day, despite everything, we always knew what we were doing and what we stood for. In common parlance, what we did for a living was simply and understandably called advertising.
And today? Today there is no advertising. There aren’t any more advertisers – nor are there any advertising agencies. No young newcomer would voluntarily allow himself to be called an advertiser and degrade his start-up as an advertising agency. Nobody is that stupid. Cross something or net unit … – everything but advertising!
And now you will certainly ask: „So what? Does it really matter how people get scolded?“ I think so! The advertiser always represented the most beautiful aspect of a product, subordinated himself to the higher goal because he was always focused on selling something that, as a rule, hardly anyone really needed. Without any ifs ands or buts. The communicators of modern times, however, operate their complex „machinery“ as an end in and of itself.
The communicators of modern times run their complex „machinery“. A gigantic constructed machine that consumes vast amounts of automatism, data and energy and looks as if it were the perfect form of perpetuum mobile. A machine in which everyone gets involved, has a say, helps shape and constructs based on their evaluated data – but without the slightest chance of understanding how and according to which rules it works. But everyone will have to take note of one thing: at some point – and from today’s perspective, of course, no one can say when this will happen – the so-called „Big Data“ machine will stop. Not only will it stop the ads, it will cut the pulse of everything, everywhere.
True, we don’t know when, where, or why. We only know that no tree grows into the sky, not even a digitized one. Nothing will change: It takes the art of courtship and a promise – and that with a bait. You catch mice with cheese! And that will hold true tomorrow as well.
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