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Headlines
Navigating The Digital Marketing Landscape: Effective Strategies For Today's Market | Forbes, 16 apr 2024
'Emails Work!' This Entrepreneur Says Email Marketing Is Still the Best Way to Connect and Sell. Here Are His Top Tips | Entrepreneur, 16 apr 2024
CONNECTING WITH CUSTOMERS—WHY BRANDS SHOULD SHOW FLAWS AND VULNERABILITY IN THEIR MARKETING | AdAge, 16 apr 2024
Diversity of India missing in advertising: ASCI-UA report | The Economic Times, 16 apr 2024
US Retail Loyalty Programs: Decoding Consumer Behavior To Build Lasting Relationships | Coresight Research, 16 apr 2024
How's you bank's customer service? Study suggests it could be better | Consumer Affairs, 16 apr 2024
DIY PR: 11 Public Relations Solutions for Small Businesses | Business News Daily, 12 apr 2024
Why branding matters for governments: Five minutes with graphic designer Paula Scher | Global Government Forum, 11 apr 2024
Ethical marketing in the digital age: Balancing innovation with integrity | ClickZ, 13 mar 2024
Leveraging machine learning for predictive analysis in customer satisfaction surveys | Data Science Central, 01 mar 2024
January 2020
Mohammad Anas Wahaj | 27 jan 2020
According to recent ad industry reports large traditional advertising agencies are facing challenging times. Larry Light, CEO of Arcature (a brand consultancy), explains how the existing model of advertising that built the industry is undergoing transformation and how digital technology, changing human behavior, mobile phones etc is changing how brands communicate with customers. He says that if TV is watched in a mute then except for logos the ads of some big name restaurants are indistinguishable. 'This commonality in creativity is illustrated by the use of generic thinking,' he adds. He further explains the use of common phrases in various ad campaigns. He says, 'This kind of brand thinking is a reflection of the overuse of research testing over creativity. Asking consumers to be creative is a certain road to genericization of communication.' He quotes Ryan Reynolds, 'Ads are generally disposable pieces of content,' and comments, 'These advertising greats (David Ogilvy, Bill Bernbach, Mary Wells and Phil Dusenberry) would be horrified to learn that advertising has been demoted to disposable, fleeting bits and bytes of single use creations. With the digital advances making short-term marketing spend easier to measure, the marketing focus has shifted away from long-term brand ideas...Advertising messages are now short-lived, disposable throw-aways, meant to capture someone's attention for a moment and then disappear in the ether.' He advocates, 'The primary role of marketing in general, and advertising in particular, is to create, reinforce and increase brand loyalty...Regardless of the small screen digitization of our world, a great advertising campaign can be a key driver for establishing and maintaining brand loyalty. Response to advertising is selective: experience with a brand strongly affects one's response to an ad and advertising can affect one's response to a brand experience. The most important effect of meaningful brand advertising is to build and reinforce brand reputation. Advertising helps to reinforce a customer's personal perceptions of the total brand experience...Brand loyalty is something that grows, slowly and incrementally. A brand can generate clicks and views but not necessarily build brand use or brand loyalty. However, if you are predisposed to a brand, you are more likely to be influenced by the brand messages.' Read on...
Forbes:
Advertising As We Know It Is Dead
Author:
Larry Light
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