I have worked in advertising for nearly 20 years and I’ve been lucky enough to have worked through the most interesting time in the history of advertising.
Why is it so interesting?
When I started out customers had no voice. They were passive, silent, just a number. Companies built brands not because they were the best at what they did but because they shouted the loudest and people had no choice but to hear.
So what’s changed? What is the new definition of advertising? What is the objective now? For me it is about relationships. Equal and healthy relationships.
Now we can build relationships with our customers. If we choose too.
There are more channels through which to advertise than ever before. There is a lot of noise, all of the time, everywhere we turn. We can’t get away from it. I’ll be honest here. I think there is way too much shouting in the world. It’s not that I don’t like shouting. It can be good, if it’s relevant. But it can feel like I’m in a classroom with 30 other people and only the five loudest are heard because they are getting louder and louder until they’re screaming. They choose not to build relationships and that’s fine. They choose shouting at their customers.
I prefer a discussion with everyone in the room, where everyone gets their say, where we all co-create. And that is the beauty of advertising today. Everyone can have their say. Advertiser and consumer can unite.
We don’t have to listen to the noise. We can share what we want. We all have a story to tell and we all want everyone to hear it.
Technology brings us closer to our customers than ever before. Rather than just advertising to an anonymous number we collaborate with our customers. We are closer to the truth and I’m all for that.
That’s the reason I’ve been working on this startup for 5 years. The only way we can change the world is by doing things differently. We have created a product where both broadcaster and receiver are in the center of the dialogue. Both equally respected.
Please enjoy our version 1.0 of the new effortless individual email broadcasting software.
Thomas Dahl Jensen