The Ever Changing World of Advertising and Marketing

The Economy. Those two words are on the tips of everyones tongues these days. It's amazing how quickly things can change. Just a few years ago we were all talking about terrorism. Every industry has it's own "ese", i.e., words and phrases that are specific to that industry and the people in that industry understand, but others don't. In the world of advertising the phrases such as "branding", "direct response" and "demographics" have been part of the advertising "ese" for several decades. We are experiencing a profound change. The new "ese" includes words and phrases such as: 

"Tweeting", "Behavioral Targeting", "Keyword marketing", "Mobile media", "Rich media", "RSS", "Search Engine Optimization", "Social media", "Third-person recommendations", "Unique users", "Viral marketing", and "Wiki". These new words and phrases don't necessarily eliminate the "ese" that has been used for decades but they do provide insight into the new approach to promoting a product or service. There isn't one learning curve, there are several and the challenge for client and agency is to keep to the fundamentals while intelligently exploring progressive methods. Just because it's new doesn't mean it works, just as it doesn't always work because it worked in the past. Thoroughly confused now? Many are, but it's our job to use cutting edge technologies and methods without falling off the edge :)  <---- "emotioncons" is another word in the new "ese".