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Death of the ad? June 14, 2010

Posted by kewroad in 2010 predictions, conversational PR, pr, print media.
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I was reading an interesting article over the weekend on Social Media Today that weighs up the importance of social media versus advertising and discusses whether advertising is a dying game.

Over the pond, The Institute for Advertising Ethics was set up last week and, with it, hope that advertising will be turned around to get consumers back on side. By that I mean no more meaningless adverts, empty promises, half-commitments – there’s still a real opportunity around the globe for marketers to start engaging with their audiences through meaningful adverts that are relevant, current and thought-provoking.

I agree with the article’s author, Jonathan Salem Baskin, in so far as adverts have begun to be regarded or labeled as ‘bad’. We see it as an opportunity for brands to broadcast their messages to anyone looking in that direction with no or little engagement – something that social media definitely has the upper hand on with its real-time ability to evoke a two way conversation on a subject.

But, having been an advertising professional myself for several years, I’m encouraged to hear that there is still hope for ads if the industry is willing to stay open minded and, ultimately, reform to meet the current market’s expectations of what a brand should be doing. I genuinely believe that traditional methods of above the line marketing including advertising can definitely complement below the line activities. After all, a well thought-out integrated through the line campaign surely has to have a stronger impact than just elements of social media outreach and some full page ads at the back of a magazine?

Time will only tell on this one. But I think we’d be making a mistake to dismiss traditional methods of marketing too quickly. Social media is indeed the way forward for most brands but, if we as PRO’s stay open minded enough, we should be working with marketers to ensure that the brand’s best interests are the priority. And that we really are engaging with consumers in the most appropriate way, not just the way the industry is moving at that point in time.

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