By Jillian Anderson | February 3, 2009
Say it ain’t so! Is advertising really dead?
No. It is not so. *sighs of relief* The advertising world is changing, though – and rightly so.
Advertising is not dead; it just needs to be less of a one-sided conversation and become a more social dialogue with the consumer. (Sorry Kyle, I’ve got to say consumer to go along with her shirt.) As long as there is such a thing as competitive business, advertising and marketing will continue to live, ever flourishing in the perpetual evolutionary dance that is society…or something like that.
With the rise of social media, people truly are looking for more/needing more from us (advertisers), and from you as a business. Now, online social venues are excellent platforms to do the following:
- Know the consumer.
- Love the consumer.
- Feel the consumer.
- Engage the consumer.
- LISTEN to the consumer.
- INTERACT with the consumer.
But, online communities are not the only method of connecting with people (prospects, consumers, friends, etc.). You may also find that a live fleshy handshake, pat on the back or handwritten note will help to bring the love back and open the door for this much needed connection.
Making this connection will not negate the need for advertising (as you still need to stay on the top of people’s mind), but it will render your advertising more effective – helping you get the most out of your ad/marketing dollars.
The top video (“The Break Up”) is a comedic portrayal of a divorce that the Consumer files from the insensitive Advertiser. The bottom video (its sequel, and better half – “Inspiration, anyone?”), demonstrates how Advertiser comes around and finds inspiration to re-connect with Consumer.
In short, Advertiser needs Consumer, and (to a certain degree) Consumer needs Advertiser.
Today’s consumer doesn’t need yesterday’s advertiser, though, but a new and improved advertiser that is inspired by who the consumer is. Advertising is not dead, and will not die as long as it stays symbioticly in touch with those consuming it.
What are your thoughts? Please feel free to comment below!
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About the authorJillian gets emotional over food, prefers baths to showers and still uses personal checks despite the Visa commercials. She is fascinated by the intricate elements of organic gardening, loves Truth, and says nice things only when she really means it. Find her on Twitter and LinkedIn.
2 people are conversing about "Is advertising really dead?"
From mark williams | February 4, 2009 at 9:44 am:
Brilliant post, Jillian…and so spot on!
I work building online communities for major brands, and couldn’t agree with you more about their power and value…AND… offline actions by the brand are vital.
I’ve written about that topic at http://tinyurl.com/c8lnbp, but really, you’ve said it well (and concisely) here.
Brands are slowly starting to get it. They have to.
From Jillian Anderson | February 4, 2009 at 2:37 pm:
Excellent – thanks for the comment, Mark! I will definitely check out that link. Thank you for sharing.