Advertising of 2007 (U.S.)

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Instead we're beginning to see a greater focus on something that is not even a new idea—that the products and services businesses create should be fundamentally good.

This is not some romantic notion of a utopia where only good or useful products exist—it is a business imperative. Where we used to advertise 'at' people, technology now creates more opportunities for people to answer back—not just to the advertisers themselves, but to everyone.

If your product is not as good as the competition, or if it fails to live up to your claims, the world will soon know about it and no amount of cleverness will save you—nor should it. Businesses ought to welcome the feedback and dialog. Harnessed correctly, it will make things better for everyone.

Learning From Facebook

Pick any industry and there are people experimenting with innovative new models—in many cases bypassing traditional channels on the way to marketing their thinking. Radiohead's "pay what you want" album release or the recent launch of rcrdlbl.com, a brand-supported model for free independent music, are just the latest rounds in the music industry's creative destruction. Both represent creative thinking that bears little resemblance to the models of old.

And then there's Facebook, unquestionably the media and marketing story of 2007—and the plot continues to thicken. A bold move earlier in the year moved the audience beyond the college heartland, and the opening up of application development has helped to expand a passionate, vibrant community populated as much by affluent young professionals as by students. But the community can also bite back.

A Remarkable Opportunity for the Industry

Days after announcing the innovative new Beacon advertising model, a hastily formed group on Facebook accused the network of abusing user privacy. Fifty thousand members later, the model has been changed and the faltering start may be enough to demand a more radical rethink. In this instance, Facebook put an advertising model—and pressure to show quicker returns—ahead of its community. To its credit, executives do appear to be listening. And listening may just be the most important skill for marketers and the media in 2008.

The year that saw São Paulo ban outdoor advertising for being a "blight" on the city has been a difficult and confusing time for the industry. But it really represents a remarkable opportunity. Technology has, intentionally or not, given us open channels to millions of people, and with them instant feedback on the products we make and the messages we deliver. Choose to ignore that and we will certainly fail. Choose to listen and we can deliver better products and services in a genuine way. That seems like a good idea.

For a look at Vulkan's pick of the year's top innovations and trends in advertising, see BusinessWeek's slide show.

Johnny Vulkan is a partner and co-founder of Anomaly, a marketing communications agency comprising over 100 diverse professionals spanning business and creativity. Company co-founders Jason DeLand and Carl Johnson also contributed to this article.