First, I would like to give some feedback about our class's Guest Speaker. Dahmen's presentation was full of new content, which I've never heard or studied before. He discussed several topics and terms of contemporary advertising and marketing.Thus, his presentation was extremely interesting and valuable to me. To mention one of several new things I learned last wednesday, a big term of today's society, the FIRST-ISM, stands for people's desire to be the first one to purchase a product and therefore, people's increasing interest on pre-ordering, making such products "old" even before their release date. Thus, as Dahmen would say: "Everything gets new AND old, faster and faster on today's society."
Referring back to the first sentence in my post: "We invent technology, and technology re-invent us." This, was without a doubt, a quote that made me reflect for quite a bit of time after Dahmen's presentation that wednesday afternoon. Technology is the biggest key element of our society today. It is the responsible to all major changes in our life-style, and in the way we communicate, interact, and connect with people throughout the past few years. As Dahmen would say, technology crossed boundaries that were before impossible, and took connectivity to another level. Through social networking, smart phones, and many others, all generations were impacted by the constant changes and improvement of technology.
Here is a picture of me and my grandfather, who is 79 years old and lives in Brazil, talking on Skype a few days ago:
In my opinion, this picture is great because it illustrate Dahmen's point of how easier, lighter, and faster connectivity has became because of technology, also how it has impacted all generations, and how it has irrevocably changed the way we communicate.
All the changes technology brought into out daily life have also affected the way Advertising currently works. In the past, companies used to focus on their product rather than on their consumers. As Dahmen would say, they used to bring people to work, rather than bring work to people. However, today, information has substituted material considerably. Brain has overcame muscles. And companies' relationship with their consumers has became a key to their success. Today, companies need to connect to their consumers more and more. In order to build a strong and reliable relationship with their costumers, which was inexistent years ago. Costumers now can give feedback and have their voices heard within a company like never before. Thus, as the companies' sales strategy changed from product-oriented to marketing/consumer-oriented, Advertising and Marketing' strategies also needed to follow along. In his presentation, Dahmen mentioned how My-vertising, and Use-vertising have became more and more powerful throughout the years, creating relevance, experience, and trust in consumers, therefore helping to build a longer-term relationship between them and a company.
I believe I could spend the whole day reflecting over the quote in the first line of this blog entry, as well as over Dietmar Dahmen's presentation, because it is such an interesting topic to me! However, I don't think any reader would be interested in reading a Bible-sized entry, neither would my professor who will be grading this entry pretty soon. I just hope all readers enjoy this week's post and have learned something new as I did in Dahmen's presentation. I also would like to apologize the delay on posting this entry.
See you all again soon,
Isa.
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