Every artist is a brand.
I’m listening to Seth Godin on Tim Ferriss’s Four Hour Week Podcast, a podcast recommended by fellow local Sydney photographer Alexander Kesselaar – it’s a two-hour chat with one of the most popular marketing minds in the world.
Early in the chat Seth talks about “Knowing the Artist” and tells the story of the Dafen Oil Painting village in China’s Guangdong province that produces 60% of the total global volume of reproduction of artworks for mass market – according to this article from the UK’s Daily Telegraph the average sales price is 6o pounds.
“No-one becomes an artist to get rich” says a photo caption, to avoid starvation these painters opt for reproducing mass copies to a mostly non-discerning audience. Where else does this apply?
I’ve played in a cover band for many years – there’s more local gigs. The audience we play to, in the venues we play, want to hear Fleetwood Mac and Jo Cocker covers more than any original verse and composition. Mates Sam Shinazzi, Jimmy Stacks and brother-in-law Justin write and perform originals – less work (until they are famous) but much more creativity. For the band the customer want is to dance and sing along and not marvel in unknown and untested creative pursuits – the band’s differentiation the power to entertain and engage but limited opportunity for creative growth.
Like a fast food restaurant, product creation for mass consumption. Is it compromising your creativity for the cash or maybe the driver is bringing pleasure to others? Can you do both?
The Changing Face of Advertising
Right now as we browse the web, cookies track our searches and movements. Our mobile and apps feed our activity and location data into to the cloud. Behind the scenes software links different data sources together to build a single customer view, feeding all that into a marketing automation platform to personalise our customer experience, or packaged and sold as programmatic advertising from publishers.
Not only that, our shopping loyalty card information; television habits; anything digital (the Internet of Things “IoT” ) into the cloud.
Metaphors help …
Our Profile: We do our grocery shopping on a Sunday, we buy Colgate toothpaste, drink James Boags Premium Lager, we’re thinking about a new car. I like and watch footy.
Earlier today, I watched the Sunday Footy Show – there was a great ad for a new Carlton Premium Pale Ale followed by a funny segment of Sterlo (the TV show host) test driving the new BMW I90. I shared the video.
All this data captured.
Later in the day when driving home from our shopping we pass the local bottle-shop – my phone suddenly pings me a message saying a new beer is on an introductory “buy now” offer and I could win a new car!
This is programmatic behavioral advertising – relevant and targeted – the right message, right medium, right time.
Data Fueled Advertising
Much of this data captured via the Apps we use – you see if it’s for free you are the product. Free to air television, Social Media apps, websites, all advertising funded; Free Internet and WiFi, Free email, Free Internet Search – all capturing data; your choice of phone, television, car – all internet enabled and feeding data into the cloud for advertising. The more eyeballs and attention the greater the data and potential advertising revenue.
Data Counter Measures
Yes, it’s all a bit “Big Brotherish” so I turn off location services on Facebook. The new iPhone I’ve bought already has ad and app blocking – my phone data now exclusive to Apple.
A digital counter movement of ad blockers, electronic do not track and eventually legislation.
Is it legal?
This raised the question of who owns our data? Right now it’s a free for all – the wild west without a sheriff.
At some stage we’ll decide which information you want to share. Yes, there’ll be an App for that (someday).
Like Apple – closed and trusted multi-channel customer ecosystems the most highly valuable brand engagement opportunity of the lot.