|| So Advertising is Dead. Now What? ||

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So advertising is dead. Now what?

In 1965, a company could run three :60 commercials in prime time and reach 80% of the television viewing audience. Today, it would require more than 125 commercials to do the same.

So, given the dramatic changes in advertising, what do you do now?

For more than 100 years, brands had a one-way monologue with their customers. Today, the successful brand creates a two-way dialogue with their customers.

More importantly, the conversation is controlled by the customer prospect, who chooses not only when to talk to the brand, but what to talk about.

Because of this, marketers must provide a wide variety of channels for prospects to connect with your brand. What makes this difficult is that there’s no way to predict which channel or group of channels your customer will choose to communicate through.

As a result, marketing has grown increasingly complex. Despite this, any well-rounded marketing campaign will use traditional and non-traditional vehicles to provide a bridge between the customer and the brand.

Once these channels are up-and-running, the sophisticated marketer will begin exploring many of the new and emerging to round-out a more robust program.

To recap, advertising has changed dramatically. But marketers can leverage these changes to provide a wide variety of new ways for customers and prospects to connect with your brand. By leveraging these new channels, you can further differentiate your brand from the competition.

The 60 Second Marketer provides tools, tips and tutorials for marketing professionals around the globe.

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