tag:blogger.com,1999:blog-5249997465016074955.post4119117463763148806..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Advertising's 5 Biggest LiesBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-5249997465016074955.post-65035933173632593092012-09-17T21:23:19.237-07:002012-09-17T21:23:19.237-07:00Great post.
Today's consumers are hit by &quo...Great post.<br /><br />Today's consumers are hit by "banner blindness" and hardly notice any sort of banner ads, do they?Thailand Real Estatehttp://desperatehousebuyers.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-20181896630643584842012-08-12T10:02:12.947-07:002012-08-12T10:02:12.947-07:00People do not go onto the internet looking for adv...People do not go onto the internet looking for advertising. They go onto the internet looking for information. Companies that can provide this information for them, and not only "advertise", are rare and valuable. Any consumer will be more willing to trade when believing the company actually cares enough to offer them solutions, rather than just sell them products. <br />Thank you for this insightful article! Keep them coming!<br />http://brilliantcreations.co.zaRonelnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-67341695664632937392012-06-28T10:08:15.308-07:002012-06-28T10:08:15.308-07:00Bob excellent post. always enjoy your insightsBob excellent post. always enjoy your insightsJohn sonnhalternoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-72785245516797589292012-06-21T01:54:06.346-07:002012-06-21T01:54:06.346-07:00I'd like to add just a few notes, if I may. I ...I'd like to add just a few notes, if I may. I do truly love your blog, Bob, because of the raw posture you adopt while talking trash (in a good way) about so many misguided "best practices" — this has made Ad Contrarian one of my favorite marketing blog as we speak, so first of all, keep it up.<br /><br />Now for the notes. Simple things I'd like to add to this great post, per lie:<br /><br />1. We're all creative — I don't think we're all creative, but if we work hard enough we can be. Big difference there.2. The big idea is dead — I don't see it as "this/or", but rather "this/and". I.e., the big idea is not dead, but little ideas throughout the way tend to help your brand get to an audience whose attention is increasingly broken. I know you don't like Pepsi, but that's fine; my best example of this is Coke. (also, I wrote a bit about this and regarding the Saatchi & Saatchi CEO's words, feel free to let me know your honest opinion, no holds barred: http://restreitinho.com/i-need-a-big-idea/)3. The consumer is now in charge — tough one. Yet, we can't see this as a matter of extreme conclusions. First of all, the consumer was never quite a "zombie", I think. But second, he's not fully in charge now, because of what you say — marketers and platforms hold the data — BUT what the gurus mean about the consumer being is charged is that he now has new ways to let his voice be known. Of course this doesn't mean your grandmother can tear down General Motors, but a well-connected individual can truly spread a bad message about a brand that resonates. It's nothing linear nor absolute (both things that gurus love because it simplifies their way of selling snake oil).4. Online advertising is interactive — since the Internet reduces costs in (some) marketing tactics, I think marketers tend to invest small sums in things they think will be the bomb just like that. Wrong. Online advertising done right can truly be interactive, but why is the majority of it not truly interactive? IMO, because it's absolutely faulty and lacking insight and know-how. So, the data favors your argument, but I believe things well done in the digital layer of marketing can truly generate results. (alas, those are truly a minority)5. It's all about the work — the argument for creatives. Of course, the argument for clients is "it's about the money". I think both are right, and advertising and marketing are so fascinating because they relentlessly work with multiple factors balancing each other. So, it's not just about the work or just about the money. It's about the work, the money, the consumer happiness... there are multiple ways of seeing it. So don't focus on just one factor that represents "all".<br /><br />That being said: assuming there are unquestionable truths in marketing and advertising is the wrong way to see it. We see fine examples of things that confirm our beliefs and we see fine examples of things that question it. In fact, Ad Contrarian is such a great blog for me because it questions everything I know about social media (I work with social media, btw). The great part? It allows me to see in a more objective way what we marketers and advertisers are doing every day, and why we do it. My conclusion so far: nothing is that obvious and nothing is that absolute.Roberto Estreitinhohttp://twitter.com/restreitinhonoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-36898664826805103832012-06-20T12:11:48.330-07:002012-06-20T12:11:48.330-07:00Here's one I am particular fond/frightened of:...Here's one I am particular fond/frightened of:<br /><br />The client is always right.Cecil B. Demillenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-13501269476378233532012-06-20T11:44:26.833-07:002012-06-20T11:44:26.833-07:00Great post. I agree with all of it. Especially #5....Great post. I agree with all of it. Especially #5. It is more about the the money then the work. Christina Cruznoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-44571840577989450552012-06-20T07:17:07.692-07:002012-06-20T07:17:07.692-07:00$9bn on banner ads.
Bloody hell.
Has no one TOLD ...$9bn on banner ads.<br />Bloody hell.<br /><br />Has no one TOLD them??Rob Mortimerhttp://www.facebook.com/rob.mortimernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-75359432068154449352012-06-20T03:38:45.837-07:002012-06-20T03:38:45.837-07:00Another one...
This is a great business, if nor f...Another one...<br /><br />This is a great business, if nor for the client. Bharathnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-38778501986274601452012-06-20T02:54:15.365-07:002012-06-20T02:54:15.365-07:00Great post. I especially like #2 (funny enough I ...Great post. I especially like #2 (funny enough I posted something similar this morning (http://www.digitaltonto.com/2012/the-post-roi-marketing-world/)<br /><br />I'm not sure about #4 though. You've been harping about this for a while (and you're absolutely right about CTR's), but banner ads are just one part of interactive marketing designed to drive some initial traffic to an interactive promotion.<br /><br />There are a lot of important forms of interactivity that don't involve clicking on an ad. Clicking on a "tweet" or "like" button, conducting a search in response to a promotion, permission based links like e-mail and social media marketing, etc.<br /><br />There are also some promising emerging approaches, especially at the point of sale. Banner ads are the oldest and most well known, but certainly not the only form of interactivity.<br /><br />- GregGreg Satellhttp://twitter.com/Digitaltontonoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-90239817191422082832012-06-20T00:33:40.934-07:002012-06-20T00:33:40.934-07:00Another great post Bob. Watch yourself at Cannes o...Another great post Bob. Watch yourself at Cannes or other upcoming Trade events. As you say, at the top of this creative business it´s all (and only) about money.<br />(typo on section 3, paragraph 4 should say business "have" instead of "are" )A_sanznoreply@blogger.com