"Invertising"..Advertising's Future

From Online Media Daily Invertising: When consumers control the media .

THE LATIN ROOT OF "ADVERTISE"--ADVERTERE--LITERALLY means "to turn towards." It is the same root for the word "adversary." This sense of confrontation at the essence of advertising may be what undergoes the most radical change in the next decade of marketing sponsorship.

Contrary to popular wisdom, consumers do not hate advertising per se. People continue to buy through catalogs that arrive in their mailboxes; search advertising is booming because people click ads targeted to their queries; and we can all hum a dozen favorite TV jingles.

The popularity of consumer-controlled media arguably has more to do with consumers' desire for the exact media they want when they want it than it has to do with ad avoidance. Nonetheless, the same tools that enable consumers to skip ads if they want to, raise the bar considerably for advertisers.

Procter & Gamble Chief Marketing Officer Jim Stengel "All marketing should be permission marketing. All marketing should be so appealing that consumers want us in their lives."

"Permission marketing" may not be the best phrase to describe the new era of marketing that is already beginning to take shape. "Service marketing" may be closer to the idea.