Comments on: News Flash. Advertising Isn’t Dying. It’s Adapting.

By: Opportunity and Success in Disguise | Persistence Marketing:

Opportunity and Success in Disguise | Persistence Marketing: — Tue, 05 Jan 2010 18:02:10 +0000

[...] News Flash. Advertising Isn’t Dieing. It’s Adapting. (kylelacy.com) [...]

By: Digital Brand Experience Report — [Naro] Minded

Digital Brand Experience Report — [Naro] Minded — Sun, 29 Nov 2009 08:08:29 +0000

[...] News Flash. Advertising Isn’t Dieing. It’s Adapting. (kylelacy.com) [...]

By: felicitybramble

felicitybramble — Thu, 26 Nov 2009 12:08:27 +0000

Thank your for sharing this wonderful story. I find your post very informative.
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By: finn

finn — Mon, 16 Nov 2009 23:10:20 +0000

You both have a point yet both paint with a broad brush.

Advertising has a tendency to be like water: it takes on many forms. The advertising money is going farther away from roadside billboards and print and more into affiliate marketing, tweets, friending and banner ads – pending industry. Retail – impulse and shopping especially – and consumer-driven domestic products and services will continue to benefit from inbound marketing. But commodities, heavy industry, and the like probably won't see as much of a benefit from a full-scale inbound marketing campaign (yes, Mike, I probably just challenged you).

Facebook and YouTube aren't business sales methodologies so much as they are simple tools. IF you want to use them for advertising – broadcast and repetition, you can. If you want to use them for marketing – relationships and service – you can as well.

As Godin would point out *cue up Grateful Dead* it depends on where the Tribes are.

(pssst. paragraph 1 line 3 – "advertising is not dieing… it is merely adapting.")

By: Mike Volpe

Mike Volpe — Mon, 16 Nov 2009 14:39:18 +0000

I think there is a big difference between advertising and marketing. And yes, I do think advertising is getting less and less effective, while marketing is just changing. You are right that there will always be new products, new things companies want to promote. But HOW they will promote them will be the key.

A company should use inbound marketing – start a blog, post videos and photos, engage with people in social media, and optimize their content for better organic search rankings – in order to promote their products. But this is not advertising. Advertising – where you pay for placement next to someone else's content – is becoming less effective. The click through rate on most Facebook ads is roughly 0.03%. The click through rate on most banner ads is 0.1%. People have more and more ways to avoid outbound advertising – caller ID, TIVo/DVR, banner ad blockers, and more. I would not want to work at a company that makes their money on selling advertising (the one exception is Google).

I could not agree more with the quote from the report that you used – engagement online does help build brand and sell things. But setting up a fan page on Facebook or posting videos to YouTube is NOT advertising. That's marketing. I didn't pay anyone for that media or space – I acted more like a publisher, less like an advertiser.

Marketing isn't going anywhere. Advertising probably won't die, it is certainaly becoming less effective.

PS – I found this article through a Twitter post, not through an advertisement you paid for