What Advertisers Don’t “See”

by Jay Deragon on 07/01/2009

dirty windowMarketers have not shifted their thinking rather they have simply moved old models to a new space. Consider the poor results of old print methods and coupons which yieled a 3% – 5% return.  The same “model” is now being pushed out on the internet using Google Adsense, banner ads, “virtual coupons”, target marketing on Facebook etc etc. Billions spent doing the same thing they did in the past.

If insanity is doing the same thing over and over while expecting different results, advertisers are insane.

Joe Marchese writes in an article titled “Why Advertise At All? : It’s been eye-opening to have conversations with thought leaders in advertising and marketing regarding the future of the industry. The conversations always start on how one could advertise effectively in social media, but more often than not it turns into a discussion of the bigger question: What’s the purpose of advertising/marketing?

I would argue that for marketers, finding a way to interact with consumer and strengthen brand perception is as important as ever. In fact, as production of perfectly functional, and higher and higher quality substitutes continues, it is a brand’s perception by consumers that protects its economic value.

But it’s not enough in today’s media landscape to tell people what your brand values are merely by broadcasting them. Marketers must find a way to allow people to experience and share a brand’s values. Brands found a way, through advertising, to be a part of people’s cultural experience using broadcast media. The task is the same for social media, and it is an important one.

The form advertising takes to maintain relevance in media’s latest evolution, has yet to be totally unlocked. And it may be that advertising makes up a smaller share of the media mix or (shockingly) a larger share, given that advertising’s new role will be to create conversations, which can drive product insights, which can lead to maintaining a leadership position in product innovation.

It may be that the lines separating advertising, research and other marketing functions will simply blur, and elements of each be present in all brand communications. “Why” is always a good question to ask before starting any marketing or advertising initiative — but how honest are we with our answers?

You Can’t See Well Through A Dirty Window

Innovation is not applying old models to new methods. Innovation is turning old models upside down and inside out.  Innovation is being creative with new methods. Current advertising models and methods are not very “social” nor innovative.  (see How Social Is Your Media?” and a related Power Point here). 

Advertisers continue to waste their money and our time. Not a very productive social thing to do.  What advertisers don’t “see” is that brand awareness is increased best by word of mouth. Revenue is gained best by simply passing the cost of advertising through to the consumer. If you gave the consumer the money you spent on advertising do you think they would tell their friends? I would, would you?

Tom Nilsen has created a new model for advertisers. The model simply stops the advertising and gives back the money spent to the consumer. How does it work? Ask Tom, stop advertising and give me the money.  You’d be surprised how appreciative people will be.  Appreciation spreads fast by word of mouth. Trust the consumer and you’ll win. The reason you can’t see it is because you are looking through an old (mind) and dirty (models) window. Get it?

What say you?

{ 10 comments }

Aron Stevenson July 2, 2009 at 2:00 am

What Advertisers Don’t “See” by @jderagon You’d be surprised how appreciative people will be. http://ow.ly/gkIT #socialmedia #ecademy

Aron Stevenson July 2, 2009 at 2:00 am

What Advertisers Don’t “See” by @jderagon You’d be surprised how appreciative people will be. http://ow.ly/gkIS #socialmedia #ecademy

Aron Stevenson July 2, 2009 at 2:00 am

What Advertisers Don’t “See” by @jderagon You’d be surprised how appreciative people will be. http://ow.ly/gkIP #socialmedia #ecademy

Business 3.0 Tech. July 1, 2009 at 9:05 pm

What Advertisers Don’t “See”: Marketers have not shifted their thinking rather they have simply moved… http://tinyurl.com/mppbvs

David Shephard July 1, 2009 at 10:36 am

What Advertisers Don't "See" | The Relationship Economy…… http://bit.ly/NNCzO

Brian C. Citizen July 1, 2009 at 10:21 am

Daily Deragon Dose: What Advertisers Don’t “See” http://tinyurl.com/mppbvs

Ali Magnano July 1, 2009 at 10:51 am

Social Media is so much more prominent that mainstream media 🙂

ali
http://www.whywebpr.blogspot.com

Rob Harvey July 1, 2009 at 9:18 am

What Advertisers Don’t “See”: You’d be surprised how appreciative people will be. Appreciation spreads fast by w.. http://bit.ly/Ae2r1

Ted Shelton July 1, 2009 at 9:03 am

@willsh check out What Advertisers Don’t “See” http://ff.im/-4Fgiu (via @JDeragon)

Angela Suddarth July 1, 2009 at 8:47 am

[email protected] What Advertisers Don’t “See”: You’d be surprised how appreciative people will be. Appreci.. http://bit.ly/RX9dP

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