Monthly Archives: October 2019

advertising is dead brand insight blog

The rise of “Digital Marketing” — The death of advertising?

brand credibility from branding expertsAdvertising is dead. No it’s not. Yes it is. No it’s not!

The debate about the death of advertising is not new. People have been going back and forth on that for years, and the rise of digital marketing has amplified the rhetoric dramatically. A whole new cottage industry is marketing the death of advertising, for its own benefit.

But history is littered with these Chicken Little stories of advertising’s demise…

the rise of digital and the death of advertisingBack in the early 1950’s, when TVs first made their way into living rooms across America, television proponents confidently proclaimed “Radio is dead.  TV’s taking over. It’s doomsday for radio.”

Obviously, that didn’t happen. Radio evolved.

It was not the death of advertising. The new medium didn’t replace the old one. And no one — not even the television network executives — started calling the new cool thing “Television Marketing.”

It was just another new advertising platform. Same as “digital marketing.”

So don’t write the obituaries yet. Advertising isn’t dead, it’s just evolving again, and adapting to new consumer behavior patterns and new technologies. As it always has.

In 1981 MTV hit the Cable TV airwaves, and again, the Chicken Littles were saying “Radio is Dead.” This time, for sure. Why would anyone just listen to music when you can watch the music videos?

the death of advertisingStill didn’t happen.

In the late 1990s when Email was widely adopted, the sky was falling for the direct mail business.  “Direct mail is dead.”  “No more junk mail,” they said.

My first job out of college was in the direct response industry, and one thing’s for sure… those guys aren’t stupid. They’re the original data-marketing gurus. They test everything, and if something isn’t working, they stop doing it.

And yet, look at that… Those credit card offers continue to roll into my mail box via the good ‘ol USPS. Non profits still raise millions through the mail, and many of the catalog companies still print catalogs.

So, no… direct mail isn’t dead either. The ROI is undeniable. Otherwise, they wouldn’t keep doing it.

Doomsday hype about the death of advertising peaked again back in the early 2000s with the intro of TiVo’s disruptive new technology. Surely, this new-found ability to fast forward over commercials will seal the fate of the advertising business!

Never happened. Disruptive new technology keeps coming along, but it’s not a fatal wound for radio or TV or any other medium.

Today  the amount of money spent on the “traditional” advertising channels — TV, radio, print and outdoor — is declining relative to the growth in advertising on digital channels. In 2017, for the first time in history, worldwide digital ad spending outpaced television ad spending.

But that doesn’t spell the death of advertising. And we don’t need to coin a new term for advertising that’s placed on digital channels.

It’s not digital marketing, it’s digital advertising. It falls under the umbrella of advertising. And, of course, advertising is just one of many business disciplines that fall under the bigger umbrella of Marketing.

So the hierarchy goes like this:

Branding.  (This is the broadest discipline.)

Marketing  (Remember the 4 P’s: “Price, Product, Place, Promotion”)

Advertising  (Just one of many options under “Promotion”)

Media Buying  (A specialty underneath the Advertising header.)

Digital

TV

Radio

Print

Out of home

Just because digital is the only medium that many small companies choose doesn’t mean it’s “Marketing.”

Search advertising and social media advertising are relatively inexpensive tactical advertising options. They make advertising accessible to millions of small businesses that  that never would have spent money on a TV campaign. So there are a lot more businesses participating than there used to be.

The fact is, there’s actually more advertising out there today than at any time in history.

We’ve never been exposed to so much commercial messaging. It’s everywhere we turn, at every minute of the day, no matter what we’re doing. We literally can not escape the ads.

I find it ironic that most of the”advertising is dead” proponents run digital marketing agencies whose sole purpose is placing promotional “content” on all the new digital channels.

the death of advertising BNBrandingHow is that NOT advertising? Look it up.

In the golden age of television advertisers only had three channels to choose from for their Brylreem and cigarette commercials. It really was a shotgun approach to mass media.

Now you can stream your commercial on hundreds of cable channels and thousands of digital platforms to a highly targeted demographic group while they’re watching a specific type of content on a specific type of device in a specific geographic area.

It’s more targeted — more granular — but it’s still advertising.

As long as there is capitalism, companies will always find ways to communicate with prospective customers. The forms will continue to evolve, but there will always be commercial messages out there. I’m not a media planner, but believe me, there are a million different ways to get your commercial message in front of highly targeted audiences.

Wise CEOs and Marketing Directors never put all their eggs in one media basket. No matter what they call it.

I don’t expect the death of advertising debate to end any time soon. It’s a simple matter of self-interest and survival…

Radio industry execs will cite plenty of credible studies that prove radio is not dead. In fact, one recent study featured a a snack food brand that spent $1.5 million on radio and generated $10.8 million in added sales. That’s the kind of ROI that the digital guys routinely tout.

Television execs point to the massive reach of television during live sporting events and reality TV shows. Also, it’s still the preferred medium of fortune 500 marketing executives because of its power to connect emotionally with an audience. You won’t hear about the death of advertising from that group.

Traditional Advertising Agencies want to hang onto their golden ticket — media buying revenues — so they promote a balanced, wholistic approach that includes traditional and digital channels. Can’t blame them for that.

Specialized agencies in the digital space will continue to promote the importance of a digital-only approach. It’s in their best interest to claim the sky is falling on TV, Radio and everything else that’s not in their wheelhouse.

But there’s one thing that’s not debatable: No matter how you choose to deliver your advertising messages, the strategy and execution matters as much, if not more, than the medium.

The brand strategy is your guidepost. Everything you produce should be held accountable to that. Strategy dictates “what to say.”

Execution is “How you say it.” This is the the craft of it all… the creative piece that’s a complete mystery to 99% of the world.

So the next time you’re thinking of running ads — digital or otherwise — think twice about how you’re portraying your company, your product, or yourself.

Because crappy advertising in any medium is still crappy advertising. And if that’s all you do, then yes, the sky really will be falling down around you.

 

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brand credibility and bullshit article from BNBranding

Brand credibility killers — 5 things guaranteed to set off my BS detector

brand credibility from branding expertsAll great brands share three traits : Relevance, Credibility and Differentiation. It’s like a three-legged stool of success. Today we’re going to focus on credibility, or lack thereof.

Many successful businesses are built around commodities or me-too products, with basically no differentiation. And you can build a trendy business on short-term relevance and one-time transactions. But you can’t build a brand that way.

By definition, Brands require loyalty. And without some degree of credibility, you’ll never establish a loyal following.

So you can’t build a brand without credibility.

And once you’ve established credibility in your niche, you have to work really hard to maintain it. Because a lot of little things can whittle away at that leg of the stool, until you fall on your ass.

So let’s look at some things that can kill brand credibility.

brand credibility and bullshit article from BNBrandingWhile our tolerances vary, everyone is sensitive to marketing bullshit. Consumers are quick to call you out on anything that looks like it, sounds like it, or smells like it.

P. U!

So here are a few things that trigger my own BS detector. I’m talking about business practices, marketing tactics and common oversights that alert, annoy and turn-off prospective customers. I’m sure I’m not the only one who has a nose for this stuff.

Brand Credibility Killer #1:  A crappy product or service.

The single most important contributor to brand credibility is the product or service you deliver everyday. The work has to speak for itself. Credibility needs to be built in.

Doesn’t matter if you position yourself as a credible “thought leader” in your industry if the product you put out is a stinky, second-rate knock-off.

What you DO carries far more weight than what you SAY.

So if you’re concerned about your credibility in the marketplace, don’t start with a content marketing initiative. Start with a product improvement initiative.  Then build a story around that.

Killer #2: Too many “yeah buts.”

This one is closely related to cred killer #1. Anytime I hear the a lot of  “yeah buts” from a business owner or salesperson, I know it’s more than just a credibility problem. It’s either an issue with the product or the fundamental business strategy.

You often hear it from enthusiastic entrepreneurs who are trying to raise money to get a half-baked idea off the ground with no go-to-market strategy.

A potential investor says, “Wow, that’s a really crowded category with a lot of big-name brands slugging it out for market share.”

“Yeah, but we’re different.”  “Yeah, but they’re too big to capitalize on this opportunity. We’re more nimble.” “Yeah, but our mousetrap is better.”

There’ no way you’re going to establish brand credibility if you’re always making up excuses, playing defense and using “yeah-buts” on a regular basis.

My favorite — from the natural foods industry — is the flavor yeah-but.  I’ve heard this one when companies are fighting for retail shelf space or distribution deals.

The buyer diplomatically delivers the bad news: “Your flavor profile just isn’t up to par in this category.”

“Yeah, but our product is chock full of nutrients.” “Yeah, but ours doesn’t have any additives or fillers.” “Yeah, but ours is Keto!”

Doesn’t matter if it doesn’t taste good.

Do whatever you have to do to eliminate all the yeah-butts from your marketing pitch.

Brand credibility killer #3: Gross exaggerations and/or flat out lies.

Nothing triggers the human defense mechanisms faster than blanket statements and bold-faced lies. You’d be amazed how many companies routinely con people.

The industry I’m in — marketing services — is crowded with inexperienced people scrambling to establish brand credibility.  Self-proclaimed “experts” will hype up the latest “marketing strategy”  and proclaim that “This is it! This is the holy grail of marketing! You’ll never need anything else.”

Then, a few months later, it’s something else entirely.

By chasing the shiny object and short-term sales, they sabotage their own credibility.

One big-name marketing consultant says, flat-out, “there’s no such thing as a visual product.” He contends you don’t have to show what you’re selling, just write about it.

brand credibilityThat’s nonsense, of course.

If that were true there would be no fashion industry and every automobile would have the design aesthetic of a Pontiac Aztek.

Other experts stick to the old adage: “A picture’s worth a thousand words” and insist on a visually-driven advertising for every product under the sun.

That’s not the answer either.

The truth is,  you need visual, written and oral brand messages.  And the marketing mix depends…  It depends on your product or service. It depends on your audience. It depends on the medium. It depends on what the competition is doing.

There are infinite variables.

Blanket statements, pat answers and guaranteed systems simply don’t help the brand credibility of any professional services firm. Your credibility, online reputation, and brand authenticity will be better served by simply admitting that you don’t have all the answers.

Confident, credible companies aren’t afraid to say  “we don’t have the answer for you yet, but we’ll sure find out.” That means they’re genuinely listening, and they’re working with your best interest at heart.

That’s far better than forcing everyone into the same “my way or the highway” mentality.

Killer #4: Ridiculously lower prices.

I’m not an expert on pricing strategy, but I know a stinker when one wafts across my computer screen.

Every time my firm buys another URL  or files another Trademark application we get boatloads of junk mail offering us ways to make that new brand successful.

Like the crowd-sourced “brand logos” for $79.

The sure-fire product launch formula for $29.

“Expertly-written” website content and blog articles for only $12.95

Many of those offers are just too good to be true.

Everybody loves a good bargain, but when I see someone claiming to provide a 1-minute explainer video complete with scriptwriting, animation, editing, sound and talent, for $168, I just laugh.

And it’s not a nice laugh. It’s a scoffing, “no fn’ way” laugh that says you have absolutely no credibility and no chance of making a sale. The ridiculously low price pegs the service as schlocky, unprofessional and downright worthless.

So make sure your pricing is aligned with your competitors, to some degree or another. You gotta be on the same playing field, even if it’s a little uncomfortable at first. Let someone else jump on that race to the bottom.

Brand Credibility Killer #5: The faceless website.

more effective advertising from BNBranding

No one wants to do business with a faceless corporation or a shell company. And yet, everyday I run across another ecommerce company that’s selling stuff online with absolutely no hint of who’s behind the curtain.

No “about us” page. No blog. No background, history or purpose, other than making a few bucks.

I made the mistake of buying something on a site like that. Once.

Unless you’re a felon selling counterfeit fashion items, you need to have some sort of content up on your site that shows who you are and what your company is all about.

Even if it’s just a side hustle, it needs a face,  a brand personality, and a story of some sort. If you think you have nothing to say, be honest about that. Own it.  Even a boring story is better than no story at all.

So, if you want to build a credible brand, here’s the plan:

  1. Build a great product or service that people will want to talk about.
  2. Eliminate all the “yeah buts” from your marketing language. No excuses.
  3. Set your prices strategically, with your purpose and position in mind. Don’t race to the bottom.
  4. Be honest. Stop making blanket statements and bullshit offers.
  5. Put a face to the company. Make it human. Give it some personality.

Oh, and I almost forgot… do what you say you’re going to do. If you don’t do that, routinely, the rest of it won’t matter.

Get more on truth in advertising.

Learn about brand integrity and truth in natural foods marketing.

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