Is advertising any better with newer technology?
Tom Dougherty, CEO – Stealing Share
24 June 2013
Not if you don’t have the strategy first
I read an interesting article yesterday that I thought I would share that says, in our high technology world, we are more concerned with getting information out quickly rather than correctly. On the surface of it, I agree completely. In the case of advertising, the craft of it has died somewhere along the way, and the meaning in advertising has been become either so vanilla it’s easy to ignore or so over the top that the message is lost.
“The craft of advertising has not died, the craft of strategy has. When you look at what many marketers consider brands today you really see the demise of strategy.”
However, good craft can only take place under the umbrella of good strategy. Has the persuasive quality of advertising declined? Absolutely, but it can only be as good as the foundation it is built on and far too many companies today are not shoring up their foundations.
As the author suggests, there has been a mad rush to utilize new technology in advertising (i.e., Twitter and such). But there is a tendency to put your head down and ignore where you are going when you are rushing. Once the rush has stopped, there’s a realization that you did not end up where you thought you would.
So let me clarify my earlier statement. The craft of advertising has not died, the craft of strategy has. When you look at what many marketers consider brands today you really see the demise of strategy.
Most companies do not want a real brand because that would mean actually standing for something beyond the base values of their industries. Rather, they want a tagline – an often non-strategic asset that does not allow advertising to be simple, worth repeating or authentic, as the author suggests.
Being thoughtful and relevant can only happen if there is actually something to be thoughtful and relevant about. And that starts with a brand’s strategy.
Cleverness in advertising stinks: Prevagen Tom Dougherty, CEO - Stealing Share 17 August 2017 Prevagen gets stupid Prevagen. The perfect example of brand masturbation. Brands try to speak directly to the emotions of prospective customers. Anything that gets in the way...
Amazon Instant Pickup Tom Dougherty, CEO - Stealing Share 16 August 2017 Is Amazon Instant Pickup just an automat? Amazon is doubling down on its push into traditional brick and mortar with its new Amazon Instant Pickup service for Prime and Student Prime members. The...
Disney streaming Tom Dougherty, CEO - Stealing Share 15 August 2017 Disney streaming bursting the bubble I'm a steaming content kind of guy. A few years back, I cut the proverbial cord, diving headfirst into the likes of Netflix, Hulu and HBO Go. Truth is, there...