Traditional marketing and advertising is useless, argues Gerry McGovern. Do you agree?
So much advertising and marketing is based on false promises and exaggeration. This sort of corporate propaganda is facing an increasing backlash.
“$40 billion is spent on digital advertising in the US on an annual basis, while between $2 and 5 billion is spent on designing services,” Chris Risdon of Adaptive Path recently stated. “So, we set a big expectation and then don’t deliver.”
Traditional advertising and marketing are the dinosaurs of the digital and social world. They are annoying, disruptive, time-wasting and for most people most of the time, they are absolutely useless. Even when it’s working and communicating a message to an interested audience, marketing and advertising invariably over-promise and under-deliver.
A lot of marketing thinking is based on the belief that people are irrational, emotional fools. The best marketing, some marketers believe, fools people without them even knowing they’ve been fooled. “I know I’ve totally hit the nail on the head,” I heard one marketer gush, “when I hear a consumer say: “I want to buy this brand and I don’t even know why.” According to some marketers, that sort of psychological manipulation is the essence of marketing and branding.
It’s true. We are irrational, emotional fools.
Read the full article here.
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]