Be An Advertising Hipster
By Maggie MacCurdy
I am 21.
I have lived in a world where the iPod did not exist, but since Apple's first venture into portable devices launched in 2001, I don't remember much about the iPodless world. MP3 players were everywhere as I grew up. I was the proud owner of a Hip Klip at the age of 6, and the owner of my own iPod Mini at 10.
The world was saturated with Mac-mania all through the 2000's. To me, iTunes was the source of music. Then, the corners of the internet began to echo with a long-forgotten phrase: cassette tape. Despite having thousands of songs at their fingertips on the internet, a class of teenage millennials decided to revert back to a piece of old technology that debuted when their parents were in elementary school. They were the hipsters.
Most people continued on using i(insert noun here) products, but the call of the hipsters with their Walkmen continued. Cassette sales made a noticeable hike, but why? Why would these consumers choose the less convenient, less immediate alternative? There are many answers, but one simple answer is this: it was different. Using cassettes and listening to Walkmans was different.
Now, we're in a time where most industries have experienced an iTunes like take-over. For television and movies, it was Netflix. For books, it was Amazon. For the communications field, it was social media.
The advertising, public relations, and communications worlds are dominated by social media strategy and content. Social media isn't going anywhere. It is still an effective tool, but advertising on social media is not different. It can be manipulated in unique ways, but social media advertising is expected.
Just as a small insurgency of hipsters received a disproportionate amount of attention with their Walkman wielding ways, I predict that traditional advertising methods will make a small, but an attention-grabbing comeback.
My suggestion: for a unique campaign, act like you’re advertising to the world, pre-iPod.