Why Advertising is Failing is Obvious to Anyone Paying Attention


Why advertising is loosing its effectiveness on the consumer.

Brands don’t realize that digital has made them transparent

It’s OK for brands to make mistakes. However, when they start lying about them and misleading the public, anything that a brand says is thrown into question, including in advertising. Here’s why your company’s “dead bodies” are going be known whether you want them to or not.

Consumers now define your image, not ads

Brands can’t shout from the mountaintop anymore about who they are. Here’s why consumers now define your public perception and why you should embrace this shift.

Customer reviews and social media are cutting through your marketing

When commercials were on the top of the marketing food chain, the public only got their information through the company. Now, with social media and customer reviews, the consumer’s main source of information comes from their friends, family, and peers.

You’re not being socially conscious

Socially conscious brands not only gain public support, but also make more money. Adding environmentally friendly initiatives can help your company, products, and advertising become more popular all while helping the bottom line.

Brands aren’t honest about their problems

If you simply explain to the public your company’s problems (be they past or present), you will gain a deeper trust with your audience. This case study explores a company that gave its customers an intimate look into its eco-harmful business practices and ended up with more loyal customers.

Your online content is not original

If you keep re-purposing your television creative for digital purposes, you’re not communicating your brand very effectively. Here’s why original digital content is vital to believable and effective online advertising.

Your company culture is weak, and it’s affecting brand perception

A great company culture will create happy employees. Happy employees work harder for their company. If your advertising is not connecting with consumers, you might need to look within your organization for the true problem.

Brands put too much emphasis on display ads

When marketing went from the billboard to the banner ad, some marketers declared victory and stopped innovating. Here’s why you need to gradually move from display to innovative digital marketing tactics.

The moments between the moments are being ignored

How does Virgin Airlines spend 95 percent less on advertising compared to their competitors, but receive the highest customer satisfaction? If you focus on your customer’s entire experience, you won’t need positive advertising. The customer will do it for you.

If your product is bad, the customer feels lied to

You will never survive if you keep trying to sell a bad product. Fixing your brand’s core issues first will make your advertising efforts incredibly easier in the long run.

You’re marketing the “how” and the “what,” not the “why”

To advertise well, you need to step back and ask yourself why you are selling a product or brand. Marketing what your product stands for is an incredibly powerful way to communicate your message.

Customer service is being undervalued

Don’t abandon your customers after they buy your product. Marketing isn’t just a process that takes place before a purchase; it’s an ongoing communication of the company’s values. Treating your customer just as well after a purchase is something that should be at the top of your company’s list, not last.  Link

The author of this above piece hits all the point, however, none of this is new to any of us in the digital trenches over the last few years. The general tone deafness by corporations across the spectrum has been quite stunning, in the face of over whelming data.  Not just data, but the conversations that have been taking place across social media and across the Web.

It is hard to know where to start to list examples of companies that reflect this tone deafness and denial. Denial is a strong word, but quite apt in this regard.  The election cycle of 2012 is a good place to start, as it is recent history, and the results are finally starting to come in, from John’s Pizza, to Wallmart vs Costco to Darden Restaurants to the GOP (Republican Party).

There is a split happening here, between people who are using the Web to get their information and people who rely on traditional media. Some call it the ‘digital divide’, others call it the different between those who participate in ‘critical thinking’ and those that don’t.

I don’t have time to finish this post right now, will return later and add more thoughts, in the interim, here is an interesting link to a research article giving some hard stats and data about this very topic.  It is tangential, but relevant to the topic of ‘why the traditional advertising model continues to fail in America :

Pew Research Center’s Project for Excellence in Journalism and Internet & American Life Project

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