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
