In this Forbes Magazine article, Patrick Vogt explores the “future value of online relationships for brands, and how companies can make stronger connections with customers across multiple media channels.” His argument is that the goal of advertising is to create an emotional bond with consumers and contrasts how social media, internet and traditional TV advertising can be used to create this bond.
Television advertising is still seen by most as the most emotionally resonant advertising medium. In fact, TV ads are making a comeback with television advertising projected to account for over half of all advertising growth in 2011. On the other hand, internet and social media provide the ability to target, track and report data through personalized and relevant messaging. While these digital mediums are fairly uncharted for many brands, success stories like Old Spice show the value in getting online messaging right.
After contrasting these different mediums, Vogt argues that, in the end, the channel doesn’t really matter. While advertising channels change and evolve, the goal of advertising remains the same. As Vogt says, “Advertising success is predicated on igniting a creative spark that flares into an increased share of voice across today's fragmented audiences. Technological innovations come and go, but some things will never change.”
Questions:
1. Do you agree with Vogt’s premise that the goal of advertising is to create an emotional bond with consumers? If so, why? If not, why not?
2. How does Vogt’s argument about the goal of advertising fit with the marketing goal of creating and communicating value to consumers? Does it seem consistent or does it feel like a throw-back to a “selling” view of marketing?
3. What type of advertising does your organization engage in? Which of these mediums (TV, internet, social media) do you use and how successful have they been?
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