A lot has been said about the future of advertising. Brands are still spending money on advertising and the mind boggles in the values. It's clear that there is a switch taking place from analogue to digital and the spend is switching too.
That said, is there a future?
This article admits that there is
1. A public backlash against all push advertising and selling. Millennials and Generation Z hate advertising and anything "salesy".
2. Products such as Facebook are already full with more ads than they can take. Which means that as FB is a marketplace, the price will just go up.
3. Ad blocking increases by 30% year on year.
4. GDPR has forced everybody in sales and marketing to grow up and use people's data responsibly. There is further legislation to come.
5. Major corporations have reduced advertising spend and revenues went up.
It's not looking good. Of course there are "technologies" like Blockchain and AI, but Elvis has left the building. There is no place for 1930s "Mad Men" for the 2018 sophisticated internet and mobile enabled buyer.
Paid media is lazy marketing and lazy selling, you know it, we know it and your customers know it.
Where are your customers and prospects? They are on social, you now need to join the dots and advertising isn't one of them.
There's been a lot of skepticism about the future of advertising. For most of the past decade, digital advertising has advanced considerably, with major corporations spending a majority of their marketing budgets trying to increase their online visibility. And with this, one of the main challenges facing marketers is breaking through the clutter to reach their target audience. However, the rise of obtrusive and irrelevant ads on the web has led to a backlash in public opinion and an increase of ad-blocking software. In response, some of advertising’s biggest spenders have started to shift their focus towards other avenues such as experiential marketing - a strategy that focuses on creating a physical experience for consumers. This leaves advertising at a tricky crossroad, and got me thinking: Will advertising always remain an important part in a company’s marketing strategy?
https://www.thedrum.com/opinion/2018/07/20/content-experiential-and-ai-are-the-future-advertising
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