How is Marketing in the Post-Advertising Age?
Firstly, why we are in the Post-Advertising Age?
Because interrupting the consumer as a marketing strategy died with the social media.
Since then, interrupting people with traditional ads has diminished the effectiveness and media has changed forever. In this way, consumers have more power than ever and the social and digital has become the primary media.
Definitely, if you want to get the audience’s attention you need to create content with the power to attract consumers.
Quality content, regardless if it’s online or offline, is replacing traditional ads. Content designed to create powerful experiences with users that will stimulate them to share it across social networks.
Nowadays, in the digital world, you need to create a valuable experience that consumers will be excited to participate in and therefore do not ignore your brand.
But, do you think all brands understand it?
Despite all this, many marketers haven’t realized how much money they could save and how they could become part of their customers live.
Meanwhile most of research prove that sharing content is more powerful than brand advertising, surveys still show that marketers have an “aversion to the new age” and continue with outdated practices.
They still remain focused on what they want to do and ignore what their consumers are waiting for.
Then, TV ads are dead?
Not at all. The traditional spot evolved and is being used within an overall strategy becoming an important part of a larger conversation with consumers. Therefore, brands need to ask themselves the next:
- How could paid media, including digital ads and TV, be used to attract users to a targeted online community?
- How can engage this community with quality branded content?
- How could branded content increase the effectiveness of earned social media with a lower cost?
- How can brands achieve their goals with storytelling?
Then, how should be an Advertising Agency in the Post-Advertising Age?
Only the Content will not do the job for an agency in this era. It must be a mixture with the necessary Brand Management Skills and Experiential Content Marketing that produces brand loyalty and sales.
Therefore, agencies need to build sustain conversations and online stories achieving a great marketing solution.
What are the components of the Post-Advertising Age agency?
The most important thing is a creative group of people from different disciplines: illustrators, journalists, copywriters, marketers, animators, technologists, designers and some traditional advertising creative.
A valuable strategic plan merging market research and traditional strategy with a journalistic approach an active social listening. In this way a brand will be able to create precise insights into consumers mind producing powerful differentiations for a brand.
A proprietary narrative process that finds the main brand’s message. In this way, the agency can develop quality stories across all platforms including: Magazines, TV, online videos, Social Networks, and more.
Buying skills and digital media planning that distribute content and stories. In this way the agency can ensure that brands will reach the right target and predictable results.
Analytics tools (Big Data) providing insights for increasing and optimizing efficiency.
The purpose of this is simple: To replace the traditional advertising agency with something much more efficient integrating users with communities reducing the cost of doing business. In fact, something that actually works in the new media era.
Do you think that we are still in the Advertising Age and Content Marketing is not for you?
Jose Antonio Fernandez – Creator of Experiencies
Member of the Innovation, Communication and IR Commissions at Andorran Business Confederation