16 November 2007

Interactive Brains Wanted

Over at Dondequiera.com, MC Don Dees has made a case that interactive advertising in Puerto Rico is at the level it was in the U.S. about a decade ago.

He may be optimistic. (Though his latest posts may belie that assessment.)

As noted, interactive advertising is lumped locally with urinal ads and gas pump placards. If it involves a hose and liquid, it's interactive advertising? The proven and growing power of more personalized marketing and publicity is a no-brainer; unfortunately, "no brains" is exactly what's in the mix right now.

Local ad agencies are so wrapped up in their sweetheart deals with local media that they have no desire to queer that in favor of a marketing method that requires brains and dedication to make happen. No brains.

Local consumers are so bombarded by traditional advertising and "alternatives" invading bathrooms and dining tables that they have no desire to have another system thrust at them. Especially one that involves them actually using their brains to learn how to truly use a computer. No brains.

Local companies are so caught up in their bloody turf battles they can't imagine or spare the brainpower needed to find a new horizon, for doing so could take short-term gains away. No brains.

Local media could be embracing interactive advertising as a way to expand their own hegemony, but why invest thought in expanding when one can rely on base instinct to squeeze more dollars from the current mess? No brains.

Locally, the Interactive Advertising Bureau should have had a chapter 2-3 years ago, but the current lead on that issue hasn't the brains to properly focus on doing the job right and create an industry rather than play patty-cake within the current advertising industry. No brains.

Yes, it's true that there are roughly 300,000-350,000 Internet users in Puerto Rico, not one million or whatever stupid number the wannabes squawk about. That might be too small a number for across-the-board interactive advertising growth, but it is large enough to allow for very powerful niche advertising.

It isn't possible to close a 10-year gap in one leap, but it can be done in a few, and certainly in several. It takes brains to get it started. Brains to forget the ad agency model. Brains to reach the right consumers. Brains to move companies from grubbers to growers. Brains to embrace new media. And brains to create an industry that lives up to global standards and best practices.

Brains We have. The next ingredient is will.

The Jenius Has Spoken.

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