Advertising will never be the same

Interesting item here from Advertising Age.

The general thrust is that they’ve predicted that traditional advertising is dying slowly while the rest of the media world wakes up to the efficiencies and effectiveness of digital. Some of this feels like old news. This is written from a slightly US bias as to my mind most of Adland, here in London has gone integrated a long time ago. After all without integrated marketing and advertising our black polo-necked colleagues couldn’t be ‘holistic’, ‘pervasive’ and shift ‘paradigms’ with the regularity they do. Advertising here has long since stopped being print, billboards and bus shelters alone.

I’m not sure people here separate marketing and advertising, digital or otherwise. You can’t launch an ad campaign without synchronising your marketing, PR and website with it. Ditto a product launch, a store opening. They’re all interconnected into your communications strategy – your brand, your firm. If you’re a large firm with a bulging roster then you get your agencies around a table regularly. You write the song-sheet and compel them to all sing in tune.

If you’ve got any sense then you’re messaging all your stakeholders through all your channels consistently. You have an umbrella communications strategy in which all these dark arts play their appropriate part. You talk to your employees, your suppliers, your converts, your evangelists, your past customers, your existing devotees and your foes with targeted and meaningful vigour as appropriate. You try to lead opinion, you aim to make sales, you want to inspire, create aspiration and modify behaviours.

Any agency worth its salt puts together a strategy that includes a palette of all these disciplines and fashions them into a campaign that supports the client and meets their business needs. Maybe its not advertising that’s changed. Rather it’s the nature of relationships between constituents thats have become more fluid, being comfortable with such chaos is the fundamental shift we’re making, and not segmenting where it isn’t necessary.

This report is of use and it confirms what we already know. The semantics might be a bit shortsighted but yes the times they are a-changin’ the money is knowing to what.

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