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Pioneers of Digital Influence
13 Apr
The Smart Set was a magazine that was founded in 1900 for and about New York’s social elite, The magazine evolved into an expression of popular modernism and it’s heyday went from 1913 through 1922.
It had a literary side publishing some of the best authors of the day (including Joyce and Conrad) and gave F. Scott Fitzgerald (The Great Gatsby) his start.
Subtitled “A Magazine of Cleverness” The Smart Set never gave up its aim to entertain, to win a large audience, and to make money through advertising.
Thoroughly modern
The magazine covers (see above) are images depicting modern women. The flappers and ‘it’ girls who made the news and social pages of the day through there ‘shocking’ displays that went against the moral norms of the day. They smoked and drank and used colourful language. In that way they were liberated some might argue. But that’s not the point.
Digital influencers and advertising dollars
These were the pioneers of today’s online digital influencers who garner huge crowds of followers just by posting a pic or a little message on their instagram pages. They are trend setters (sometimes) or trend followers but they have built a brand image around themselves by understanding what their ‘tribe’ want, need and often just aspire to.
And when they attract large numbers of followers, that translates into advertising dollars.
So things haven’t changed that much – just the mediums.
and the hipsters just look like Ned Kelly.
Marketing and Mindfulness
24 Nov
There’s a revolution going on not just in politics but in other areas.
An interesting article from B&T about the new consumers who value sustainability, health and well being above therapy shopping.
http://www.bandt.com.au/marketing/marketing-mindfulness-future-holds
We need to listen to our customers.
The revolution says goodbye to Henry Ford?
6 NovThere’s no doubt about it – there’s a revolution going on which is affecting politics globally (see Brexit and the rise of Trump) and the way we live and will live in the future.
This revolution has been driven by technology and the internet which is not new news. However when you read an article like this one from the head of George Soros’ economic think thank the Institute for New Economic Thinking and ex boss of the UK’s former financial watchdog the Financial Service Authority it does give one pause to think.
The world of work and jobs is changing.
The tech breakthrough companies generate huge wealth but fewer jobs.
Work has gone part time with “British economist Guy Standing argues that most of the people who work on these types of platforms are part of what he terms the “precariat” — low-paid workers with precarious job security.”
