The gulf between geeks and advertisers

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In addition to my suprising lunch with the food company execs, I found another thing that was very different: that advertising folks dress and talk very differently from geeks.

There are more suits over in our building 33 today than I remember seeing at any geek event. Geeks like building software and cool experiences. These folks want to brand, want to push out messages, want to get you to see their solutions.

When I see oil and water I see business opportunities. People who can bridge these two groups and get them together can create value. Massive value. Remember, the advertising industry is about 10x what the software industry is.

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Published by Robert Scoble

I give you a front-row seat on the future. Focusing most of my efforts now on next-generation augmented reality and artificial intelligence, AKA "mixed reality." SUBSCRIBE TO MY NEWSLETTER: http://clevermoe.com/scobleizer-news/ BUY OUR NEW BOOK: https://www.amazon.com/Fourth-Transformation-Robert-Scoble/dp/1539894444 "The Fourth Transformation: How augmented reality and artificial intelligence will change everything." WATCH MY LATEST SPEECHES: State of VR with Philip Rosedale (done in VR itself, very cool): https://www.youtube.com/watch?v=2zAA1EVGUZU At GEOINT, June 2017: http://trajectorymagazine.com/glimpse-new-world/ Augmented World Expo, June 2017: https://www.youtube.com/watch?v=l4xHILvLD8E At Leade.rs, April 2017: https://youtu.be/52_0JshgjXI +++++++++++ BIO: Scoble gives you a front-row seat on the future. Literally. He had the first ride in the first Tesla. Siri was launched in his house. He's been the first to share all sorts of technologies and companies with you, from Flipboard to Pandora to Instagram. Today he's focusing on mixed reality, AKA "next-generation augmented reality" which will include a new user interface for EVERYTHING in your life (IoT, Smart Cities, driverless cars, robots, drones, etc). That's based on his view thanks to his past experience as futurist at Rackspace. Best place to find Scoble? On his Facebook profile at https://www.facebook.com/RobertScoble He has been a technology blogger since 2000, was one of five people who built Microsoft's Channel 9 video blog/community, worked at Fast Company Magazine running its TV efforts, and has been part of technology media businesses since 1993. ++++++++ SPEAKER PITCH: Apple and Facebook now have revealed their Augmented Reality strategies, which means your business needs one too. Rely on Robert Scoble, the world's top authority on AR, to bring to your conference what businesses should do next. SPEECH ABSTRACT #1: TITLE: The Fourth Transformation: What's next in mixed reality (AR and AI) and the future of technology? Here's an example of this talk at Leade.rs in Paris in April, 2017: https://youtu.be/52_0JshgjXI Why "the Fourth Transformation?" Soon we will have phones and glasses that do full on augmented reality. Everything you look at will potentially be augmented. This world is coming in late 2017 with a new iPhone from Apple, amongst other products. Microsoft is betting everything on its HoloLens glasses that do mixed reality and the industry is spending many billions of dollars in R&D and funding new companies like Magic Leap. This future will be the user interface for IoT, Smart Cities, autonomous cars, robots, drones, and your TV. This is a big deal and Robert will take you through what mixed reality is and how it will change every business. Learn more about Robert's speaking style and contact his agent at http://odemanagement.com/robert-scoble/Robert-Scoble.html ++++++++ SPEECH ABSTRACT #2: "The Next Two Clicks of Moore's Law." Over the next four years, or two clicks of Moore's Law, a ton about our technology world will change. Scoble will bring you the best from his travels visiting R&D labs, startups, and innovators around the world. He views the world through his rose-colored-mixed-reality glasses, which will be the new user interface for self driving cars, Smart Cities, IoT, and many other things in our world. He'll send you off with some lessons for companies both large and small. ++++++++ SPEECH ABSTRACT #3: "Personalized Meaning: What is Augmented Reality For?" As we enter a far more technological world where even cars drive themselves, I predict we'll see a blowback toward the analog, more authentic world. What role does augmented reality play in both worlds? Get Scoble's insight into where augmented reality is going, see tons of real-world demos, and understand what he means by 'personalized meaning.' CONTACT: If you are looking to contact me, email is best: scobleizer@gmail.com. ++++++++ ENDORSEMENTS: IZEA Top 25 Tech Influencers: https://izea.com/2017/07/07/25-top-tech-influencers/ Time: One of the top 140 Twitterers! FT: One of the five most influential Twitterers! Inc. Top 5 on list of Tech Power Players You Need to Know: http://www.inc.com/john-rampton/30-power-players-in-tech-you-need-to-know.html Next Reality: #4 on top 50 AR influencer list: https://next.reality.news/news/nr50-next-realitys-50-people-watch-augmented-mixed-reality-0177454/

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32 thoughts on “The gulf between geeks and advertisers”

  1. Some advertising people dress in suits and have all the attendant cultural norms that wearing a suit implies. Those people are usually account executives, and have little to do with the creative process.

    The culture of advertising agencies varies as widely as it does in the tech world. Imagine conflating geeks at Microsoft with those at Apple, or Sun, or Google, et al.

    Copywriters and designers, however, are very often geeks. Not often computer geeks, mind, but geeky about something.

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  2. Some advertising people dress in suits and have all the attendant cultural norms that wearing a suit implies. Those people are usually account executives, and have little to do with the creative process.

    The culture of advertising agencies varies as widely as it does in the tech world. Imagine conflating geeks at Microsoft with those at Apple, or Sun, or Google, et al.

    Copywriters and designers, however, are very often geeks. Not often computer geeks, mind, but geeky about something.

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  3. “These folks want to brand, want to push out messages, want to get you to see their solutions…” WANT TO TAKE RIDICULOUS AMOUNTS OF YOUR MONEY FOR DOING, BASICALLY, FUCK-ALL. And sam is correct, the CoolAndCasually Dressed Creative types are kept under lock and key back at the agency…..lucky for you….

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  4. “These folks want to brand, want to push out messages, want to get you to see their solutions…” WANT TO TAKE RIDICULOUS AMOUNTS OF YOUR MONEY FOR DOING, BASICALLY, FUCK-ALL. And sam is correct, the CoolAndCasually Dressed Creative types are kept under lock and key back at the agency…..lucky for you….

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  6. Great observation, Robert. Really great. And comment #2 is typical of why geeks just DO NOT get it. I wonder what kind of sneaks “Brand Nobody” is wearing right now. Anybody who thinks they aren’t influenced by brand should think hard about that when they walk down the aisles of the supermarket and inspect their own choice-making decisions. But, few people seem to be able to look at their own behavior in any way close to objectively.

    Brand is everything. I used to be a geek (big time, you know that). And for the last 12 years have been doing entertainment stuff online. At first, there was the clash of “geek vs. marketing” and I used to call them names and say “they did nothing”.

    Then I met some really brilliant marketers. You know… the kind of people you KNOW INSTANTLY are smart as hell and cause you to reconsider every assumption you’ve ever made and throw them out and start over.

    And you’re right. It’s ALL OPPORTUNITY for those that see the bridge between geek and marketing. It’s the special genius that Jobs has.

    Good post, thanks.

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  7. Great observation, Robert. Really great. And comment #2 is typical of why geeks just DO NOT get it. I wonder what kind of sneaks “Brand Nobody” is wearing right now. Anybody who thinks they aren’t influenced by brand should think hard about that when they walk down the aisles of the supermarket and inspect their own choice-making decisions. But, few people seem to be able to look at their own behavior in any way close to objectively.

    Brand is everything. I used to be a geek (big time, you know that). And for the last 12 years have been doing entertainment stuff online. At first, there was the clash of “geek vs. marketing” and I used to call them names and say “they did nothing”.

    Then I met some really brilliant marketers. You know… the kind of people you KNOW INSTANTLY are smart as hell and cause you to reconsider every assumption you’ve ever made and throw them out and start over.

    And you’re right. It’s ALL OPPORTUNITY for those that see the bridge between geek and marketing. It’s the special genius that Jobs has.

    Good post, thanks.

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  8. Interesting, I feel I sit kind of betwween both worlds. I’ve always been a geek (band, computers, gaming, RPGs, ) but have always had fun being creative, outgoing, and enjoyed brand, style, and beautiful things.

    As such, my career has landed as a hybrid too –web marketing -ya gotta know both sides of the fence, as well as interface with both types.

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  9. Interesting, I feel I sit kind of betwween both worlds. I’ve always been a geek (band, computers, gaming, RPGs, ) but have always had fun being creative, outgoing, and enjoyed brand, style, and beautiful things.

    As such, my career has landed as a hybrid too –web marketing -ya gotta know both sides of the fence, as well as interface with both types.

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  10. Where did you get those numbers from? Microsoft revenue alone for 2005 was almost $40bn.

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  11. Where did you get those numbers from? Microsoft revenue alone for 2005 was almost $40bn.

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  20. I must agree with comment #4, I am a geek – period, so marketing I know nothing about and just looking at my own lifestyle I realize I am brainwashed by marketing and branding.

    A winning combination I found to work is a geek + a marketer, especially if both of them are very good in their respected fields.

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  21. I must agree with comment #4, I am a geek – period, so marketing I know nothing about and just looking at my own lifestyle I realize I am brainwashed by marketing and branding.

    A winning combination I found to work is a geek + a marketer, especially if both of them are very good in their respected fields.

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  22. s/w industry at $ 40 b – I guess you consider Microsoft entire industry? Just between IBM, Oracle, SAP and you are double that, and there are a few hundred more s/w companies. Besides SIs, offhsore firms write lots of software themselves and that is at least $ 299 billion…

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  23. s/w industry at $ 40 b – I guess you consider Microsoft entire industry? Just between IBM, Oracle, SAP and you are double that, and there are a few hundred more s/w companies. Besides SIs, offhsore firms write lots of software themselves and that is at least $ 299 billion…

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  26. Robert, this is why advertising will still do traditional advertising but they WANT OTHER solutions that work. They want events, evangelists and etc. Vendors will spend money on “advertising” that shows results. The bridge between the “brand” and the “consumer” is often the local chamber of commerce and others who can create interesting but useful connections.

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  27. Robert, this is why advertising will still do traditional advertising but they WANT OTHER solutions that work. They want events, evangelists and etc. Vendors will spend money on “advertising” that shows results. The bridge between the “brand” and the “consumer” is often the local chamber of commerce and others who can create interesting but useful connections.

    Like

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  32. #4 if this concept is a revelation to geeks than they are more insulated than anyone could imagine

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