A disconnect now exists between advertisers and consumers. People don’t like being interrupted by hard-sell advertising messages. They don’t like the idea of being “talked to.” They would rather be “talked with.” They crave conversation and engagement. The old rules of broadcasting to large audiences are slowly giving away to “small”-casting; that is, carving specific messages for a niche audience. For example, a few years ago I shot a video for a hospital. Rather than create a broad overview commercial for use on television, they specifically targeted those interested in nursing. They launched a microsite for their recruitment campaign and placed several short videos throughout. Each video featured a nurse from a specific area of the hospital talking on camera about his/her discipline. The nurse also spoke about the surrounding community - its social scene and nightlife. The campaign was successful because it spoke directly to a niche group. The videos used terminology the audience could understand. And it didn’t interrupt them with a hard sell. The following video humorously illustrates the current relationship between advertisers and consumers. The challenge for marketers is to adapt to this growing change in the way products and services are advertised.
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