This is a good one, Bob. It's ironic that the measurable nature of digital advertising can allow you to prove that it works or it doesn't, depending on whether you are willing to test with an open mind or not.
I think the authors go too far when they question whether any form of advertising has any impact on consumers. We've all seen marketers stop advertising altogether and then their sales have declined.
For me, the takeaway from this article is the pitfalls of targeting. Marketers still need to cast a wide net when they are looking for new customers.
(Submitted by a Publisher)
Brilliant - and the longest thing I’ve read on a phone for a long time, which says a lot.
(Submitted by a Director)
Wow, This article is so important on so many levels, especially today in our viscose, ugly stew of politics. It's hard to learn if you don't want to. Or if learning will adversely affect your own employment or success at whatever it is you do.
(Submitted by a CFO)
Very well thought out and very well written piece. It’s kinda the truth that nobody wants to know! Supports the argument that the idea (the creative) is now more important than ever
(Submitted by a Exec Director)
Excellent article. In essence, what he is saying is that the more information you have on someone the more likely you are to find and target those already about to buy your widgit (the selection effect) and therefore the more likely you are to be wasting your money. Or digital marketing is increasingly a snake eating its own tail...
What it also says is that there is still no better way to convert a potential customer into a buyer than through the 'magic' of good persuasive brand advertising.
Strategy Director
Brilliant - and the longest thing I’ve read on a phone for a long time, which says a lot.
In fact, this research from last year suggests that in fact the.. lets call it.. “group effect” is the most pervasive of all.
In this context; if I think all of my friends like Adidas then I build a subconscious and involuntary tendency towards that brand too...
Doesn’t conflict with Sinek, imho - “Why = I buy Apple because what I think it says about me”... which is tied up in association with others and what it says about them.
What’s interesting about Stewart et al’s research is the inference that it’s more about quantity than quality. “I don’t notice who in my social circle likes Adidas, I just feel part of enough of my group to know I prefer them to Nike”
In short - people are primordially tribal. Who knew!
(Submitted by a Strategy Director)
Add A Comment
Thank you for your comment. It will be posted to the site shortly.
Sorry! There was a problem with your comment submission. Please try again.
Comment
Allowed HTML: <b>, <i>, <u>
Post Using Facebook
Click the button below to continue
Post Using Twitter
Click the button below to continue
Post Using LinkedIn
Click the button below to continue.
Comments
Thank you for your comment. It will be posted to the site shortly.
Sorry! There was a problem with your comment submission. Please try again.
Thank you for your comment. It will be posted to the site shortly.
Sorry! There was a problem with your comment submission. Please try again.