I came across another blog in which the author is talking about getting a new cell phone. She mentions that she had thought she had made up her mind on a Nokia cell phone, until some billboards and TV commercials got her thinking about the iPhone.
Even though she was able to ignore all of the Web 2.0 ads and reviews on many, many Web sites, she wasn’t able to ignore the traditional advertising channels. Why? Because the traditional advertising channels touched her emotionally in a way that Web 2.0 channels like Twitter and blogs couldn’t. Web 2.0 talked about the applications of the iPhone and the specs and all the other technical aspects. What the billboards and TV commercials did was show her how she could stay connected with friends and family easier with the iPhone.
Some say that traditional advertising is on a downward spiral because it doesn’t listen – it only talks. Web 2.0 advertising – blogs, Myspace and the like – create a two-way communication between the advertiser and the consumer.
Paul Daigle writes about this on his blog, The Net Effect. He states: “Every week a new article seems to redefine what social media means for brand advertisers. This communicates, accurately I think, that the advertising and media industries are still working to understand how they can best help their clients capitalize on the new social media opportunity.” …
“Advertising doesn’t know how to listen. It only knows how to talk…. Advertising isn’t going to go away, and it isn’t going to change. Nor should it. Advertising, as we know it, will remain an important way to build brand and drive sales. But developing social strategies and advertising strategies are completely different vocations. I don’t believe marketing or advertising departments are where tomorrow’s corporate social initiative will reside.”
How many times have you seen traditional ads that say nothing? Nowadays, traditional ads are trying to be more entertaining in an effort to engage the viewer or reader. But focusing on the entertainment value, the ad falls short of informing the consumer.
So, in my opinion, traditional advertising is not on a downward spiral – it’s just changing. It’s changing to make room for Web 2.0 advertising, which is not to say doesn’t mean traditional advertising isn’t commanding the budgets it once was. Companies still need to use traditional advertising to draw consumers to their product, but now they have an unlimited potential to explain that product in more depth and with more voices by letting consumers voice their opinions on the Web. And because the Web advertising avenue doesn’t cost as much as traditional advertising means, companies can afford to do both without compromising either too much. We’ve got to strike a balance people! Don’t rely on all traditional or all Web 2.0. Mix it up a bit to see results across the board.
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