The Line. RIP.

Posted in business, marketing, media, web sites by connector on November 14th, 2008

The Line. RIP.

As a relative newcomer to the advertising industry, I have been on a steep learning curve in recent years. While I am a marketing graduate, I entered the advertising industry through a side door from the web industry with RaboDirect.

I must say I do like working in advertising agencies especially now that digital marketing is so all pervasive. However, while working on client side, it took me a while to get used to ad agency divisions & sub-divisions along ‘The Line’.

I knew The Line was very important, ruled everything & appeared everywhere … Above The Line, Below The Line, Through The Line, On Line & Off Line … that is a lot of lines!

Whose line is it anyway ?

You may recall this successful comedy game show from the UK & US with hosts Clive Anderson (UK) & Drew Carey (US) ? Well it was improvisational comedy and you had to be quick but I was not a big fan of this line either.

So what does this show have to do with The Line & marketing in 2008 ? Well, there are two similarities -

Firstly, their show was about The Line too and who owned The Line. I think it is fair to say the ‘The Line’ belongs to marketers.

Secondly, their show is very fast paced and a successful ‘improvisational marketer’ must also be quick witted. This is especially important when trying to track elusive consumers who don’t know or care about The Line. The Line ? What Line ?

Brand Battlegrounds

I personally believe that on the new brand battleground, The Line is quickly becoming irrelevant as it prolongs a narrow focus and ignores the all important consumer.  Forget about The Line, it’s all about Consumer Touchpoints. These describe the all important brand-consumer interactions where conversations can begin.

There is a massive convergence of media with implications for The Line and its contortions. As an example, TV & Radio morphing with the internet which in turn is now the mobile internet. QR Codes don’t know what The Line is either.

Marketing Euthanasia

It is time to put The Line to sleep. Or throw The Line in the bin. Or seeing as The Line is intangible, it may be best to just to delete The Line from your real & virtual memories.

Why ? I look aroud the shiny new world of digital and social media and I don’t see The Line. I see people. I see communities in the real & virtual worlds. I see social networking but I also see social events. I see a consumer centric 24/7/365 marketing model without The Line.  I see & hear conversations. I heard the bell toll for The Line some time ago.

So how long has The Line left to live ? You decide. I’ve already laid down my wreath.

Conor Lynch
connector.ie
12 Nov 2008