Our Blog

 

Part of being a social media guru (and I write that with tongue planted firmly in cheek) is that I get access to quite a few conversations among other social media experts, gurus, champions, evangelists, prophets, heralds and superstars.  Many of these are quality discussions.  But some of the comments I read are head-scratchers.

 

“Advertising is dead.  It’s all about being a part of the conversation now, and advertising is a one-way medium.”  “Advertising is a waste of money.  The smart branding dollars are spent in social media implementation.”

 

There’s definitely something to these remarks, but advertising is most certainly not dead.  Social media is not here to replace advertising.  One simple rule of thumb I try to follow when I’m solicited for communications advice is this:  don’t deal in absolutes (movie reference—anyone?).  “Advertising is dead.”  “Social media is the only way to go.”  “Pork is, indeed, the other white meat.”

 

However, the good ones out there know that the way one advertises has to change.  I do consider the following to be true, whether in a B2B or B2C environment.

 

·         Consumers and prospects are much more cynical today.

·         Consumers and prospects are subjected to exponentially increasing message bombardment in all media.

·         Consumers and prospects shop for products and services much differently than they used to.

·         Consumers and prospects have much more information at their disposal when they do shop.

·         Consumers and prospects want increasingly less “spin” (as in, none) and increasingly more authenticity and truth.

 

Nothing about this must exclude advertising from the mix.  A few more truths about advertising:

 

• There is no silver bullet in advertising (unless, of course, it’s a Coors commercial)
• Then again, there is no silver bullet to be found in any type of marketing communications (even when the word “free” is involved)
• There are increasingly fewer forms of marketing communication that elicit instant response from the reader/viewer/prospect

 

And, I would posit that the last three points are not the result of the medium, but rather, a change in consumer tastes, preferences and habits.

 

That said, advertising, viewed as a brand building vehicle, is still useful.  Very few other media allow such broad exposure for one’s message.  We talk quite a bit about customization and segmentation, but a broad message is not always, automatically a bad thing.   In fact, in a “best-practices” campaign (another buzz term I’m growing to loathe), advertising is often a critical ingredient.  But increasingly hard-to-measure ROI (yes, we can count clicks and unique visitors, but we can’t always measure with sterile accuracy how many people started to really consider the purchase with the first ad impression—especially if it happened months or years before) and increasing demand for instant return have forced advertising out of favor with many.

 

This is not a call for everyone to get out there and support the flagging ad industry just because.  In some plans, advertising is not the way to go.  But it’s also a call not to deal in absolutes without thinking it through.  If you’re going to advertise, keep the following tips in mind:

 

• Have realistic expectations:  Again, there are no silver bullets.  Expect sales to triple after the first month?  Think again. 

 

• Have a consistent message:  And make sure it fits your sales and product strategy.  Know where you want the ad to drive its viewers, and “to buy” is not an acceptable answer.  Think in increments, just like the consumer does.  How about driving the viewer to a landing page, which leads to a request for information?

 

• Have good creative, and better copy:  Content wins. Unless you have a former creative director on staff, pay someone (other than your legal team) to do it, and do it right.  There are millions of wasted dollars of ad space purchased every year, only to be filled with wretched, ineffective ads.  Bad images.  Confusing copy.  Great images with great copy that don’t lead the consumer to any particular point.  If you’re going to pay the premium for the lot, you might as well put a nice house on it.  That’s the point, isn’t it?

 

• Be authentic in your message:  I’ve said this before.  Don’t advertise something you don’t have or purport to be something you are not.  You’re wasting your money and your prospects’ time.

 

Just remember that advertising is one arrow in the communications quiver (hooray—another cliché!).   No medium, be it social media or direct marketing, is of any use to a business unless the strategy, the message and the execution are good.  There is definitely some truth in what the social media mavens say.  It’s really not going away.  Then again, it’s not a replacement either.  It’s just another tool.