Why advertising should remain a key part of your communications mix

Advertising Lives!

Advertising is dead.

It’s a popular sentiment. Search Google for the phrase and you’ll find close to 95,000 results, signifying widespread agreement with the notion. Surveys consistently show that few people trust advertising. Even measuring an ad’s effectiveness can be notoriously hard, since connecting a TV spot or a banner ad to an actual sale is next to impossible. Add to all this the research that reveals people increasingly make purchase decisions based on reviews and recommendations—often delivered via social media—and it’s easy to believe that advertising’s days are over.

You would be wrong. Advertising is alive and well.

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How print is adapting to a digital world

Print AdaptsI have long maintained that new media do not kill old media, but rather than old media adapt. Movies didn’t kill plays, television didn’t kill movies and the Web hasn’t killed television (for example), but each has adapted to account for the changes wrought by the newest medium.

The rise of digital content has led many to consign print to history’s dustbin. The steady growth of ebook adoption, the news media’s shift to the Web and a number of other signs seems to suggest that we’re on an inexorable march to the day when print is a quaint relic.

But there are also signs that print is undergoing the same kind of adaptation that has kept… Read More »

Will Augmented Reality spell the end of the QR code?

In the season finale of the Fox TV series Touch, savant Jake grabs a smartphone (which product placement clearly shows us is an AT&T Windows phone) and launches Air Graffiti, an AT&T service which, according to the website, “allows users to place videos, photos and songs “in the air” at a physical location.” He shoots an image that his father will recognize. After he vanishes, the father (portrayed by Kiefer Sutherland) scans the activity room and finds the phone with the object already on the screen. He taps it to reveal the image to which Jake linked it, a numeral created with popcorn kernels that sets the plot in motion. The sequence… Read More »

Repent, all ye bloggers; the end of the blogosphere is nigh

In the world of social media, nothing can ever be merely affected. It has to be killed. Slaughtered. Eviscerated. Massacred.

Google+ is the latest alleged killer. Search the phrase “will Google+ kill” and you’ll find nearly 30,000 results speculating whether Google will kill Facebook, Twitter, search engine optimization, email, Flickr, the list goes on.

Some of the rationale for these predictions are head-shakingly stupid. Quora was the last shiny new object deemed a blog-killer. Today, I routinely hear people ask, “Remember Quora? Whatever happened to it?” While Quora isn’t getting the outpouring of love it did a few months ago, it… Read More »

The check-in earns the latest declaration of death

Last night, I joined some other members of the Mayo Clinic Center for Social Media advisory board, along with some others attending a conference here in Seattle, at the trendy pan-Asian restaurant, Wild Ginger. Once seated, a Singha cradled in my left hand, I used my right to grab my smartphone and check in.

How 15 minutes ago, right? After all, ReadWriteWeb has proclaimed the check-in dead, pointing out that FourSquare has lost half its web traffic over a recent five-month period, pretty serious stuff, especially in light of FourSquare’s announcement that it had amassed 8.5 million users.

As the company signs up new users, check-in… Read More »

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