tag:blogger.com,1999:blog-5249997465016074955.post4695827596888584800..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Part 2: The Slow Painful Collapse Of The Social Media Marketing FantasyBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger40125tag:blogger.com,1999:blog-5249997465016074955.post-52902733040258014272014-02-26T21:56:08.545-08:002014-02-26T21:56:08.545-08:00Totally aggressive information you shared keep it ...Totally aggressive information you shared keep it continue.<br /><br />Thanks<br /> http://www.buylikess.com/John Debonhttp://www.buylikess.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-12304635896156812832014-02-12T09:40:35.740-08:002014-02-12T09:40:35.740-08:00I think a lot of people are missing the point. Bo...I think a lot of people are missing the point. Bob isn't saying social media doesn't work at all; its just not the miracle drug that ad agencies and other big companies thought it would be. Obviously any advertising route you take is going to yield a result, but it's not 'pop the social medai pill, and yay billions of new customers!'Dudefellanoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-41557414863181868912014-01-31T03:08:18.325-08:002014-01-31T03:08:18.325-08:00Sorry Maxkalehoff but until you can give me some a...Sorry Maxkalehoff but until you can give me some actual numbers rather than your generalisations (delivering unquestionably...etc.) then I will believe the Ad Contrarian’s argument over yours.andynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-91169373397755048492014-01-28T06:26:01.265-08:002014-01-28T06:26:01.265-08:00At the end of the day, this all stems from a funda...At the end of the day, this all stems from a fundamental misconception, and narcissism, on the part of people in the advertising industry (and this conversation is a prime example): - that because <i>ad people </i>sit around all day discussing advertising and "branding," the general public must be having these conversations too. <br /><br />Here's a little tip - I don't know anyone in the general public who talks about any of this, or cares in the least. I can't tell you the last time I had a conversation about a commercial or an ad, with anyone who wasn't invested in the marketing world. <i>Most people don't care.</i><br /><br />And the reason that anything other than annoyingly interruptive marketing fails is precisely because that vast majority of people <i>don't want to see ads, period.</i> Combine this with the fact that the human brain is extremely adept at filtering out what it isn't interested in, and what you have is an online audience that is already very skilled in ignoring all of the advertising distractions when they look at a web page that they only went to in the first place for actual content. People don't click ads because increasingly, they have trained themselves to not even see them. <br /><br />And frankly, AdBlock is a godsend.Bruce Smithhammernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-2810514192209925262014-01-27T21:51:23.830-08:002014-01-27T21:51:23.830-08:00Nice post, Really very informative post. Thanks f...Nice post, Really very informative post. Thanks for sharing your knowledge about Social Media. Know More http://bit.ly/1b7mLVSPamela Jonesnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-62035628637501105352014-01-26T09:45:12.507-08:002014-01-26T09:45:12.507-08:00The harnessing of people and their content to crea...The harnessing of people and their content to create cheap ad inventory. Ramp it up. Sell it on.Dale Coopernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-4764405903248488182014-01-26T09:03:41.413-08:002014-01-26T09:03:41.413-08:00Do you guys ever run out of excuses?Do you guys ever run out of excuses?bob hoffmanhttp://adcontrarian.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-22314295916039143082014-01-26T08:45:25.514-08:002014-01-26T08:45:25.514-08:00I would suggest your next piece on the subject be ...I would suggest your next piece on the subject be to identify the many flaws present in the research studies and conclusions you've referenced as conclusive evidence.<br /><br />For one, each of those studies seems entirely blind to the possibility that a shortage of real expertise in social media marketing may well be what led to the failures, not social media itself. <br /><br />Another problem is that data used in those studies is predominantly based on older, "last touch" attribution models. Google's multichannel modelling only arrived on the scene in August, 2011. Awareness, adoption and developing expertise in more sophisticated modelling takes time and resources that, let's face it, the majority of businesses, including agencies, simply do not have to throw around.Jon Astonhttp://marketingpartners.canoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-20090127410996487642014-01-25T21:36:28.967-08:002014-01-25T21:36:28.967-08:00While they are better and more creative than the o...While they are better and more creative than the older ads they still don't want to make me click on them or "engage" with the advertiser. As a result, I use an adblocker and now I am not forced to see them any more. If you really want to get my attention, entertain me. Amuse me. Make me want a piece of whatever you are selling because you make me think that advertising that creative must come from a company that actually cares about its product. I won't click on the ad but I will get the warm and fuzzies and some day I might actually buy from you. I just bought a VW Golf based in part on the great feeling I got from their ads 20 years ago. It stuck with me all that time and I finally bought the care I wished I could have bought back then.<br />Now THAT is good advertising.LBarrnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56081872592475216462014-01-25T16:09:45.339-08:002014-01-25T16:09:45.339-08:00Even though the topic of conversation was not the ...Even though the topic of conversation was not the product itself. <br /><br />then its useless <br /><br />chips have nothing to do with slow dancingMatt Sharpernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-51903563886524561902014-01-24T17:46:14.382-08:002014-01-24T17:46:14.382-08:00Thought provoking posts. Thank you for writing! ...Thought provoking posts. Thank you for writing! <br /><br />I think one important point is that Facebook's newsfeed ads bridge the gap between traditionally interruptive paid media and socially relevant media. This PaidContent.org link details this thought: http://paidcontent.org/2013/09/22/native-advertising-101-understanding-the-native-continuum/.<br /><br />Specifically, these ad units share the same format as the surrounding content. They enable endorsement and allow for the same functionality as the rest of Facebook's social objects. When the ad unit is an amplification of a brand's post it also ends of being an example of content marketing, which strengthen's the value proposition to the user.<br /><br />So, while they appear within the stream of the user's content, these "truly native ads" bridge the gap between interruption and social marketing.Robert Brillnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-85154524526378416312014-01-24T03:31:19.145-08:002014-01-24T03:31:19.145-08:00As long as by millions of fans you mean less than ...As long as by millions of fans you mean less than 95,000. SM has it uses for customer service I have no doubt.Jimnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-60654149314390378912014-01-24T03:22:33.910-08:002014-01-24T03:22:33.910-08:00That is the heart of the mistake I think. SM atte...That is the heart of the mistake I think. SM attempts to be good old WOM where one friend talks to another. <br /><br /><br />It is the trust between the two individuals / friends that makes a referral work. The 'stronger' the trust the more trust in the advice. It is my trust in my Dad that when he say buy abc I then become trusting of the product or at least try it, especially for involved purchases.<br /><br /><br />There has never been so much lack of trust between strangers today in fact. However, interestingly 'we' trust that stranger more than we trust say CEO's or govn't official in many issues.<br /><br /><br />Experts are trust most. Mistakenly in my opinion. Maybe that is how social media people tacked the word expert on the end of their titles.<br /><br /><br />There is scant evidence that people trust SM anymore than traditional media for information. In fact the 2014 Edelman Trust Barometer shows trust to be highest in trad media v SM as 65% v 47%. Trad media is trusted the same as search engine results at 65% too.<br /><br /><br />Not that I entirely trust those figures btw. <br /><br /><br />The idea of SM is often theoretical very appealing (conversations, being non-intrruptive, getting handy tips fro strangers) but the evidence is scant in fact and often non exsistent. That is maybe why we are so often bombarded with the classic Social Media agency says social media works best and so on.Jimnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-23910327898154838172014-01-23T19:04:38.395-08:002014-01-23T19:04:38.395-08:00I must say I am a big fan of your cynicism. But yo...I must say I am a big fan of your cynicism. But your grasp on social media marketing is somewhat deluded. Very few people will ever have a conversation with strangers about kitchen cleaning products. but the point of social media marketing is that, for high involvement purchases, people trust other people more than they trust advertising. If person1 tells person2 a brand works for them person2 is more likely to buy that brand than if they saw a billboard... even if the billboard was made by some grumpy old git in San Fransisco. And so it is that social media is not a new thing it is simply the age old practice of encouraging word of mouth... using technologycmon bob give up alreadynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-26636638486182510712014-01-23T11:50:43.193-08:002014-01-23T11:50:43.193-08:00Well (and I'm really not sure about this. Or r...Well (and I'm really not sure about this. Or rather, I'm not being ironic), I suppose the point is to get people to say things like "Hey, did you see that thing Doritos did about slow dancing?" or have a dialogue like <br /><br />"-Man, slow dancing really should come back.<br />- How come?<br />-Well, I saw this Doritos ad that said yadda yadda"<br /><br />I guess we can only make people talk about snacks up to a certain point. But if advertisers can get them to talk about something else entirely, but with the product attached to it, it might work.<br /><br />I guess it has to do with what Dave Trott discuss here: http://davetrott.campaignlive.co.uk/2010/03/09/advertising-doesn-t-sell-stuff/<br /><br />Things like the Doritos campaign, in my opinion, are what help to "tip the balance".VcFnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-87395337028898754572014-01-23T09:13:29.413-08:002014-01-23T09:13:29.413-08:00The first clickable web ad was sold in 1993 to the...The first clickable web ad was sold in 1993 to the law firm Heller, Ehrman, White, & McAuliffe. They're not in business anymore.Paulnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-71973803796738393602014-01-23T08:42:54.021-08:002014-01-23T08:42:54.021-08:00But the way he's making money is from the inte...But the way he's making money is from the interruptive ads on the upper right that are selling his book and promoting ad consultants.Mid Century Modemnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-67735500669626018742014-01-23T05:30:30.221-08:002014-01-23T05:30:30.221-08:00What's the point of advertisers paying to star...What's the point of advertisers paying to start a conversation about something other than their products? I don't get why this is a good thing. 'Splain it to me.Cecil B. DeMillenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-12376099751549354772014-01-23T02:54:47.991-08:002014-01-23T02:54:47.991-08:00Well, call it whatever you like. I just said case ...Well, call it whatever you like. I just said case study because it has the three elements that, for me, define case studies: the brief, the idea and the results.<br /><br />As for the second point, that's exactly what I meant. Doritos did start a conversation that I believe wouldn't have happened without this campaign. Even though the topic of conversation was not the product itself.VcFnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-8052172693403581202014-01-23T02:22:37.441-08:002014-01-23T02:22:37.441-08:00As long as when you say interesting you mean banal...As long as when you say interesting you mean banal. Did McDonald's and Coca Cola make people talk about the Olympics?Jimnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-31503282585113675982014-01-23T00:03:59.375-08:002014-01-23T00:03:59.375-08:00Yep, with ya mate ... exactly the sort of innane s...Yep, with ya mate ... exactly the sort of innane sweeping statements that caused the problem ... a whole country? WTF, I have never heard of it and I bet the great majority of every country on the planet has never heard of it ..Jimi Bostocknoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-57907883407357041292014-01-23T00:01:58.374-08:002014-01-23T00:01:58.374-08:00looking forward to next year's post ... "...looking forward to next year's post ... "<br />The Slow Painful Collapse Of The Content Marketing Fantasy" :)Jimi Bostocknoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-61250883658207118852014-01-23T00:00:15.569-08:002014-01-23T00:00:15.569-08:00Yep ... good words ... and yep ... the smell of ra...Yep ... good words ... and yep ... the smell of rat is getting stronger everyday ... but there are perhaps some instances that go against the trend ... that's my experience anyways ... the work I have done using Facebook for the Woodford Folk Festival has been a huge sales driver ... so, totally agree with your general point but just wanted to point out that in some circumstances social kicks butt ... so, as Talking Heads said, same as it ever was ... what's the problem, who has the problem, how do we fix the problem, how do we help them believe it, and then and only then, how do we reach them ... what has been happening in the past few years is that people have been rushing to the end game (reach them) with a set answer. Or, in another way, its always been Attention, Interest, Desire, Action ... and folks have been running straight to the action ... yep, it's not what you think, it's how you think ... same as it ever wasJimi Bostocknoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-26067393816352872282014-01-22T20:21:15.075-08:002014-01-22T20:21:15.075-08:00For posts like this one you are my favourite adver...For posts like this one you are my favourite advertising blogger.Tedelhttp://heptagrama.com/noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-79236359427839095482014-01-22T16:48:53.556-08:002014-01-22T16:48:53.556-08:00I had a conversation with a brand recently. I told...I had a conversation with a brand recently. I told the folks at NordicTrack how much their cheap Chinese-made products suck. Then when the brand refused to "engage" in my conversation, I found the Facebook page for Jillian Michaels, their national spokesperson. I publicly conversed with her and her millions of fans. And I continued conversing until she called her contact at NordicTrack and told them to refund my money.richsiegelnoreply@blogger.com