The Definition of Advertising Has Never Been More Unclear

While it’s true the abundance of ways companies are able to reach consumers and consumers are able to experience brands is great, there’s also a dark side. Imagine if whenever you decided to go someplace new, you were forced to choose whether to take a car, bus, train, plane, bicycle or boat. Imagine if the wrong decision would result in significant extra costs and major problems. Or imagine if the wrong decision meant you couldn’t get there at all. That’s what it’s like for marketing decision makers today. Marketers, agencies and media companies are constantly facing high-risk decisions. They can easily find themselves paddling a boat to China or zipping around the world in a hyperloop.

This nerve-wracking circumstance is a product of the industry’s rapid advancement, but it’s also an inhibitor that the industry, in unison, should endeavor to overcome.

Everyone is being forced to propel themselves beyond their comfort zones. The old way, the traditional way, is obsolete. There’s no place to go but toward the new. Deciphering the truth from the chaos will be hard. But it’s a necessary task. Advertising needs to be redefined; let’s get at it.

Article Appeared @http://www.adweek.com/news/advertising-branding/definition-advertising-has-never-been-more-unclear-152434

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