Now! NOW! Now! How do you like it? How do you like it? Now! Now! Now! How do you like it? How do you like your NOW?

by Sally Applin

Lately, I’ve been thinking about advertising.

The web model has been advertising and more advertising. Now its more advertising plus geo-location so its “extra targeted” advertising.

The thing about advertising, is that it doesn’t need to have legacy. In fact, it isn’t about history at all–its about now.

I follow a mix of people on Twitter–some my age, some about 10 years older, and some quite a bit younger than me.

The younger ones–have no sense or interest in history. It appears to be irrelevant to them. The consulting work that they do, is to create a better and more profitable “now” for their clients. That “now” could be a UI, a strategy, or anything else, but its focus is about the “now.” Not two years from now and not about two years ago. Now and now only.

When do their clients want it, by the way? NOW!

There isn’t a sense of planning, longevity or meaning–and there might not need to be.

If media commerce is advertising based, then the only thing that really matters in that world *is* now.

(Unless, yanno, society needs to actually prepare for something.)

Trend: All now. All the time. Now with a side of NOW, please. Oh, and can you do it NOW?

Trend: More Grasshopper, less Ant. (If this puzzles you, read the fable. Aesop wrote it sometime between 620-564 BC.)

©2010-2014 Sally A. Applin. All rights reserved.

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