Comments on: 5 Reasons Advertising is Dead (And What Smart Marketers Are Doing About It) http://www.uphoffonmedia.com/2012/07/10/5-reasons-advertising-is-dead/ Dispatches from the front lines of media, marketing and technology Sat, 19 Jan 2013 02:27:00 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: Tony Uphoff http://www.uphoffonmedia.com/2012/07/10/5-reasons-advertising-is-dead/#comment-129 Tony Uphoff Fri, 10 Aug 2012 20:37:00 +0000 http://www.uphoffonmedia.com/?p=1078#comment-129 Lou, thanks for the comment here. Your point on advertising supporting a purchase is a good one. Marketing research released in the late 90′s showed that the majority of auto advertising was to the installed base of purchasers to drive brand loyalty and the net purchase. I’d suggest however that they way to do this today isn’t through traditional advertising but rather through content marketing, which may well be via the auto companies own content assets; sites, social feeds, video channels, etc.

As for our understanding of media changing I’d argue that media itself has been irrevocably changed. The fundamental economic underpinnings of a large portion of the media industry has been blown apart and fragmented into a range of web and digital models, few of which scale as of yet. The harsh reality for many media businesses today is that producing quality, engaging content and aggregating a high-deomgrahpic audience around that content, is no longer the sole bastion of traditional media. Frankly the one-way broadcast culture of most traditional media companies is a hinderance in unlocking the read-write, crowd-sourced nature of media today.

All in all a compelling and fun debate. And a truly exciting time of opportunity as we watch and participate in the reinvention of media.

Best,
Tony

]]> By: Lou Covey http://www.uphoffonmedia.com/2012/07/10/5-reasons-advertising-is-dead/#comment-128 Lou Covey Fri, 10 Aug 2012 17:59:00 +0000 http://www.uphoffonmedia.com/?p=1078#comment-128 Advertising is not necessarily dead, but it has morphed significantly. What has died, very specifically, is the understanding of how media works. We’ve had a one-way form of communication for the better part of a century with the audience force fed information in whatever way to communicators wanted it to go. The audience now has more choice in how they consume information and the strength of their skepticism has grown with it. Advertising no longer drives decision but is more of an affirmation of a decision already made. It makes you feel good about your purchase and encourages you to do it again. I drive a Chevy now but I have never once considered buying one because of a commercial. Now, when I see commercials for my new car, which I am very happy with, I feel I made a really good choice. The real value of advertising, now, is customer retention, not acquisition.

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