According to experts participating in a Harvard Business School business summit late last year, global advertising must be "liquid" not "linear," which means more flexibility and fluidity (updating the Chapter 9 content on marketing communications).Why?
- More than ever, customers can choose which ad messages they want to receive, pay attention to, respond to. They can delete an e-mail ad with one click or turn off a radio commercial in an instant. The way consumers use media is more fluid, so advertising has to change with this trend.
- More than ever, customers want to be involved with the brands and products they admire or use or want to have. Liquid advertising invites participation through user-generated content (think YouTube) or contests such as this Barclaycard contest, or other approaches.
- Media are increasingly global, as are brands, so advertising must be flexible enough to be adapted to different markets and cultures.
