Advertising is on its deathbed.
If traditional advertising still works for you, I bet you aren't really advertising. You're persuading.
Before I explain, let me pose a question: What's the difference between advertising/marketing and sales?
Truth is, they're almost identical. Or they should be. The only true difference between the two is the ability to accurately measure cause and effect. It's easier to fire an ineffective salesman than an ineffective ad firm. At least, it used to be.
Ineffective advertising has finally been exposed, and, like a vampire, it's withering away under the rays of sunlight.
Where does the light come from? Web analytics. Web analytics is a cure for not only bad advertising but also bad sales. We can now measure the effects of offsite ads and online conversion. We can measure what actually happens rather than speculate. We see when email or banners are working but the site is failing. We know more about our customers, what they do, and in some cases why they do it.
Slowly, companies are getting wise to this ability to measure the buying and selling processes. Online, accountability is built in at every turn. Companies are posing questions about their offline campaigns. They're losing patience with advertising and all its promises. It's not that advertising is getting worse. Actually, it seems better and more relevant. It's just too little, too late.
Why Traditional Advertising Is Dying
Sure, the Internet has a hand in taking advertising down. But there are other factors:
Persuasion: A New System for a New Generation
Old-school advertising can't be resuscitated. The landscape has changed. Advertising must morph into something different. Advertising alone isn't enough.
We must shift from the advertising/marketing/sales silo strategy to an all-encompassing customer persuasion worldview.
Architect a persuasive experience as opposed to broadcasting only what a company wants people to know. You'll inject relevance into every customer touch point no matter where the customer experiences the company or where he is in the buying process.
Companies that best manage and coordinate the customer experience from first touch to post-sale are the ones that will succeed in the future:
Most of our work focuses on what happens when people arrive at their Web sites. Yet we find online persuasive efforts have a back-reaching effect on advertising efforts and a forward-reaching effect on offline sales efforts.
Online persuasion is a great breeding ground for relevant messaging and experiences. It can be used across advertising and sales efforts. In this respect, online marketers have a leg up over their traditional counterparts.
Do you persuade customers or shout advertising messages at them, hoping you can drag them kicking and screaming to your cash register? Tell me what evidence you've seen that advertising is dead.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
March 19, 2014