The Death Of Advertising?

by Jay Deragon on 07/22/2009

The term “advertising ” and the related practices are dying  a slow death. Advertisers have adopted different practices aimed at capturing consumer attention to products and services but while the practices have improved the methods have not adjusted to the desires of the markets.

Most advertisers have simply applied old methods and practices to the propagation of their message throughout the social web.  Faced with restricted budgets and “poor responses” it is time for advertisers to become “born again” and change their methods to be more relational.

ReThink Advertising

When you consider the purpose of advertising it is supposed to be relational.  How does your product “relate” to my needs and what value does it deliver for me. However, advertisers have followed the mentality of the industrial era, mass production, and subsequently have focused on “mass media” to reach their audience which is an anti-social behavior.

Mass media doesn’t create relations rather it creates, or used to, attention. The problem with creating attention is that unless attention is followed by attraction it is nothing more than a waste of the consumers time and attention. Wasting consumers time and attention is an anti-social behavior that audiences reject. For advertisers the death of a brand, of sales and wasted money  is any “act” that creates a rejection from the audience.

Advertising is not considered “social media” rather it is in fact “mass media. Believe it when we say there is a difference, a big difference. If you don’t understand the difference you loose your audience, your money and these loses will cost your everything.

Transformation Of Advertising

Josh Bernoff of Forrester writes: Digital Spending Will Nearly Double in 5 Years, But Ad Budgets Won’t

It means media is in trouble, or at least in the middle of a transformation. For example, online video ads, which will be about $870 million this year, will grow to over $3 billion in 2014. What will this do to networks plans to put more of their shows online in places like Hulu. How will it accelerate some newspapers plans to become more and more centered around online?

And it means that social “media,” which will account for $716 million this year between social network campaigns and agency fees, will generate $3 billion in five years. And this doesn’t even count displays ads on social networks (which are in the display ads category.) Of all the parts of digital marketing, social network marketing one is poised for the most explosive growth.

Pundits have been declaring the end of mass media and advertising for years now. From my 14 years of experience analyzing this stuff, I’ve learned that things die very slowly, but there are real trends you can see. If you’re in advertising, you’d better learn to speak digital, because that’s the way the world is going.

Many say “relational advertising” is impossible. It is to those who say so. It isn’t to those who do it. The advertising industry will simply have to learn how to create conversational currency.  Get it? See the difference in the presentation below.

What say you?


{ 34 comments }

ingenesist (ingenesist) July 27, 2009 at 5:44 pm

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RT @JDeragon The Death Of Advertising? | The Relationship Economy…… [link to post]

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Promotional Products July 25, 2009 at 6:23 pm

Great article, I would agree that a revolution in advertising is something that is needed. With so much information available today it is difficult to determine what people value in a product or service nowadays. This is why market research and being able to adapt to technological changes is so important.

Deborah Johnson July 23, 2009 at 6:09 am

I say that companies like Cognition NLP Technology will change advertising in a way that most find hard to believe.

Word sense disambiguation is the key to determining sentiment and contextual relevance and when the market understands that and adopts technologies like Cognition it will truly be something we’ll remember.

My opinion only of course.

http://www.cognition.com

Jet Atomic (Andrew) July 23, 2009 at 3:18 am

@simonmainwaring Re: http://bit.ly/5tIMM feels like hyperbole for headline hype. i’m leaning more this direction http://su.pr/1ZOSGj

jetatomic (Jet Atomic) July 23, 2009 at 3:21 am

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@simonmainwaring Re: [link to post] feels like hyperbole for headline hype. i’m leaning more this direction http://su.pr/1ZOSGj

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PaulBrannan July 23, 2009 at 2:20 am

RT @simonmainwaringThe Death Of Advertising? http://bit.ly/5tIMM

PaulBrannan (PaulBrannan) July 23, 2009 at 2:22 am

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RT @simonmainwaringThe Death Of Advertising? [link to post]

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Sabine Dufaux July 23, 2009 at 12:55 am

RT @simonmainwaring The Death Of Advertising? http://bit.ly/5tIMM

Lloyd Gomez July 23, 2009 at 12:54 am

RT @simonmainwaring The Death Of Advertising? http://bit.ly/5tIMM

crindalyn July 23, 2009 at 12:48 am

RT @simonmainwaring: The Death Of Advertising? http://bit.ly/5tIMM (via @uwtwtrbook)

UWTw1tter ClassBook July 23, 2009 at 12:40 am

RT @simonmainwaring: The Death Of Advertising? http://bit.ly/5tIMM

Mal Chia July 23, 2009 at 12:39 am

RT @tweetmeme The Death Of Advertising? | The Relationship Economy…… http://bit.ly/4GDDA

crindalyn (crindalyn) July 23, 2009 at 1:34 am

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RT @simonmainwaring: The Death Of Advertising? [link to post] (via @uwtwtrbook)

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uwtwtrbook (UWTw1tter ClassBook) July 23, 2009 at 1:33 am

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RT @simonmainwaring: The Death Of Advertising? [link to post]

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jessebdylan (Jesse Dylan) July 23, 2009 at 1:32 am

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This is interesting @simonmainwaringThe Death Of Advertising? [link to post]

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Simon Mainwaring July 23, 2009 at 12:25 am

The Death Of Advertising? http://bit.ly/5tIMM

lloydgomez (Lloyd Gomez) July 23, 2009 at 12:56 am

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RT @simonmainwaring The Death Of Advertising? [link to post]

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Brian C. Citizen July 22, 2009 at 11:20 pm

Daily Deragon Dose: The Death Of Advertising? http://bit.ly/LmS06

Mike Fruchter July 22, 2009 at 6:36 pm

The Death Of Advertising? http://ff.im/-5A9X0

fruchter (Mike Fruchter) July 22, 2009 at 6:42 pm

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The Death Of Advertising? [link to post]

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teksquisite (Bev Robb) July 22, 2009 at 3:33 pm

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RT @tweetmeme The Death Of Advertising? | The Relationship Economy…… [link to post]

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tommy_landry (tommy_landry) July 22, 2009 at 2:49 pm

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RT @teksquisite: RT @tweetmeme The Death Of Advertising? The Relationship Economy…… [link to post] (in case u didn’t already know)

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teksquisite (Bev Robb) July 22, 2009 at 3:48 pm

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@tommy_landry thanks for the RT Tommy :)

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b3buy (Business 3.0 Corp.) July 22, 2009 at 1:20 pm

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The Death Of Advertising? | The Relationship Economy…… – The Death Of Advertising? [link to post]

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Avinio (Avi Joseph) July 22, 2009 at 7:33 am

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The Death Of Advertising? [link to post] #fb

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FennecFoxy (FennecFox) July 22, 2009 at 7:26 am

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RT @Avinio: The Death Of Advertising? [link to post] #fb

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christiantang (Christian Tang) July 22, 2009 at 6:59 am

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The Death Of Advertising? | The Relationship Economy…… [link to post]

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euneakme (Lavinia Scott) July 22, 2009 at 6:48 am

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The Death Of Advertising? | The Relationship Economy……: Of all the parts of digital marketing, social networ.. [link to post]

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StarGazon (StarGazon) July 22, 2009 at 5:37 am

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The Death Of Advertising? /The Relationship Economy……/ – Many say “relational advertising” is … [link to post]

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tripledub (Dave Kelly-Hughes) July 22, 2009 at 5:34 am

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Some interesting ideas re advertising in age of relationship marketing RT @JDeragon: The Death Of Advertising? .. [link to post]

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JDeragon (JDeragon) July 22, 2009 at 5:33 am

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New blog post: The Death Of Advertising? [link to post]

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AchieversNet (Achievers Network) July 22, 2009 at 5:21 am

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The Death Of Advertising?: Many say “relational advertising” is impossible. It is to those who say so. It isn’t .. [link to post]

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prblogs (prblogs) July 22, 2009 at 5:16 am

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RelationshipEcon: The Death Of Advertising?: Many say “relational advertising” is impossible. I.. [link to post]

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miguelstil (Mihaela Lica) July 22, 2009 at 5:07 am

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RT @JDeragon New blog post: The Death Of Advertising? [link to post]

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