Is Advertising Really Dead?
April 2nd, 2008
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Over on BlogFire, there’s a post titled Advertising is Dead, Long Live Content. The article is great in pointing out the reality that many of us understand. Content is King.
However, is advertising really dead? Sure, I’m a DVR kind of guy and hate watching TV with commercials. Yet, there are times that I’ll watch certain commercials even if I have the option of fast forwarding. Why? Because of the delivery of the content.
Notice that keyword there? Delivery.
That is why we have best selling authors and Super Bowl commercials.
I’m an avid reader. With the right delivery, I can blow through a 700 page novel in a week without a problem. There are some books that, although I like, take me longer to digest.
The fact is, advertising is not dead nor will it ever be. Methods of advertisement delivery will change, no doubt. Yet, advertising will always be around. Whether on TV, in magazines or online. Businesses will always continue to promote and advertise their brand and product(s).
Although I disagree with some things throughout the article (e.g. YouTube replacing TV) the point is overwhelmingly true.
Our traditional methods of connecting to consumers are failing, and the methods in which we try and target them will only become more and more obsolete. … People online are always searching for relevant content, these companies have found out how to advertise them with value rather than tricks or interuptions.
Our traditional methods of advertising are becoming obsolete. What can we do? One way is mentioned just above, by building the content they need without causing an interruption.
That doesn’t necessarily mean no advertising. Any advertising you do needs to be carefully thought out and planned. As I said at the beginning, there are some commercials I will watch simply because I like them. At that point, that advertisement is no longer an interruption but a short break to watch an enjoyable clip.
My final point is this…
Yesterday, I went to the local Wal-Mart to pick up some groceries. One item on the list was peanut butter. I’m standing there looking at the various peanut butters and I see Jif. What comes into my mind? “Choosy Moms Choose Jif”. Now, I’m a Dad but that advertisement from my childhood is what caused me to choose Jif yesterday.
Advertising still works. We only need to move past the point of selling and into the realm of relating.
Tags: advertising, marketing, online marketing, advertising dead
April 2nd, 2008 at 2:39 pm
Very well thought out rebuttal Vernon, kudos!
I think we agree in a very sort of disagreeing way. Maybe it won’t be for some time, but advertising as we know it… as defined by websters as “paid announcements” will be gone.
Sure you watch the clever ad now and appreciate it, but when you have the choice of watching the TV show now with ads, or with out– at no additional hassle, would you still chose to watch them? If you say yes, you are in the minority. (The increased use of DVR, downloadable TV, shows on DVD, alternative entertainment or news sources, etc will make this a reality)
That is also not to say that advertising doesn’t work, nor never did. Clearly it does, however people by and large try, and will continue to try, avoiding advertising. Thus preventing you from using that catchy tagline or clever commercial.
Instead, developing entertaining content that you would actively go out and seek rather than allow to interrupt you, is where brand communication is headed. Phillips has already done this with a viral video about shaving, it is not a paid announcement (an advertisement), it is content that people want to see.
Cheers!
April 2nd, 2008 at 7:19 pm
Figured I should respond on both blogs =)
“Exactly! The companies who are putting out the commercials that do engage you enough to watch them when you have the chance to skip have got the right idea. That is one of the great situations in which advertising can work. However sooner or later advertising as a whole will no longer be effective, but the companies who are developing these great commercials will have no problem making the transition because they are already creating content of value. Those commercials would work just as well as a micro-site as they do full TV advertisements.”