Interesting post from the Small Agency Diary on AdAge...
As a former corporate America marketing manager, I too run for the hills when I meet traditional ad agency folks- even though I work for a company in a similar space. I believe that times have changed. Traditional advertising methods are not as effective as they were a decade ago. Consumers are too savvy. They are too innundated with marketing messages. They demand more control over their experiences because they know they have choices. Choice is the very reason that network TV ads are only truly effective for the very few mega-corps that have hundreds of millions of dollars for brand advertising. Unless you can match McDonalds, Pepsi, Coke, Bud Light, you will be overshadowed and likely not get the biggest bang for your buck.
Consumers are flooded with roughly 3,000 marketing impressions per day. TV, radio, outdoor, email, website, newspaper, voicemail, vehicle, vending machine, storefront, etc.... The majority of these impressions are not targeted enough to make a consumer react.
Moral of the story, no one wants to be part (read spend valuable budget dollars) of a non-effective industry. Change the game. Solve the executive's true problems. Make them more profitable, increase employee productivity, decrease their cash cycle. These are things that traditional ad agencies have a hard time addressing. I believe there will always be a place for brand advertising, but that place in business is radically smaller than what it was a decade ago. Smaller, point-of-pain solution providers are increasing their strategic value and getting the dollars that were not spent effectively with the big ad guys.
As a former corporate America marketing manager, I too run for the hills when I meet traditional ad agency folks- even though I work for a company in a similar space. I believe that times have changed. Traditional advertising methods are not as effective as they were a decade ago. Consumers are too savvy. They are too innundated with marketing messages. They demand more control over their experiences because they know they have choices. Choice is the very reason that network TV ads are only truly effective for the very few mega-corps that have hundreds of millions of dollars for brand advertising. Unless you can match McDonalds, Pepsi, Coke, Bud Light, you will be overshadowed and likely not get the biggest bang for your buck.
Consumers are flooded with roughly 3,000 marketing impressions per day. TV, radio, outdoor, email, website, newspaper, voicemail, vehicle, vending machine, storefront, etc.... The majority of these impressions are not targeted enough to make a consumer react.
Moral of the story, no one wants to be part (read spend valuable budget dollars) of a non-effective industry. Change the game. Solve the executive's true problems. Make them more profitable, increase employee productivity, decrease their cash cycle. These are things that traditional ad agencies have a hard time addressing. I believe there will always be a place for brand advertising, but that place in business is radically smaller than what it was a decade ago. Smaller, point-of-pain solution providers are increasing their strategic value and getting the dollars that were not spent effectively with the big ad guys.
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