People own the media: Experiential marketing is four-dimensional.
A while ago we started to get over saturated and quite frankly, a little tired by commercial messaging. Aside from the regular tooth paste and cereal marketing, we started getting sales pitches from every single good and service there is in the market place. Regardless of our needs for information or our unwillingness to listen, we’re being INTERRUPTED by commercial messages as we try to go about our lives.
No luck dodging since we get bombarded/attacked through TV, Radio, Fridge door, Home door, Newspaper, Magazines, Mail-Box, In-box, Internet, Transit shelters, Metro Stations, Buses inside and out, Metro trains inside and out, BillBoards, Posters, Sidewalks, Highways, Streets, Malls, Office buildings, Hallways, Trucks, Elevators, Pharmacies, Parking lots, Gyms, Yoga & Dance Studios. Recreations centers, Libraries, Community centers, Movie theaters and Movie times, Retail windows, Public bathrooms, University campuses, Restaurants, Bars, Dental and Medical offices, Airports, Train stations, Movie rentals,,,,,, Uffff! And also at every other sporting, cultural or public event.
The most important and definitely the most significant change in recent history is the power the internet gave us people. In the huge collection of tools there are a few worth highlighting as they created a new form of media/communications. "UGC: User-generated content UGC, also known as consumer-generated media CGM or user-created content UCC, refers to various kinds of media content, publicly available, that are produced by end-users. All digital media technologies are included, such as question-answer databases, digital video, blogging, podcasting, mobile phone photography and wikis. In addition to these technologies, user generated content may also employ a combination of open source, free software, and flexible licensing or related agreements to further reduce the barriers to collaboration, skill-building and discovery."
Since marketers blurred the line between being engaging and being invasive, people rather consume content from credible sources such as other people.
What's next? 3D and AR....