Seven Advertising Insights for the New Year

Happy New Year! Dana Severson's seven advertising insights (below) are absolutely worth sharing and paying attention to in the new year. (I know, I know, this was written in December 2009, however it still notes some important points and things to consider for 2010):

1. Social networking is only a good idea if you are going to be social. Don't get me wrong, I'm not a social media "guru" by any stretch of my imagination. However, it's obvious to anyone who has a Facebook account that unless you're having conversations, you're not being social.

2. Just because newspapers are failing doesn't mean that print media is dead. Numerous studies have proven it. That said, forget the research. If you want real proof that print media is still alive, just look at the collection of magazines on coffee tables and in bathrooms at your next get-together. Or, better yet, consider your own relationship with your favorite magazine. Magazines are shuttering because advertisers are spending less. It's not, I repeat, NOT because readers stopped reading them.

3. For the reasons I just mentioned, do not eliminate print from your advertising plans. I'm generalizing here, but for the most part, rates are cheaper and there's less competition for the reader's attention between the covers. In other words, your ROI is going to be much greater.

4. The over-analysis of online advertising is detrimental to the concept of branding. Keep in mind, the measurement of success from your online advertising efforts doesn't always have to come in the form of clicks. Don't worry Mr. Client, it's not your fault, you've been misled. Ad networks have trained you to believe that the only value in online advertising is conversions. This is not true.

5. With that in mind, banner advertising is becoming increasing less effective (both in terms of brand exposure and conversions). Focus on online campaigns that engage, entertain and inform. In other words, branded content is an idea you should be exploring. And, by branded content, I don't mean sponsored blog posts. Those are nothing more than a banner ad made of words. Rather, think of engaging/entertaining the reader first, advertising second.

6. For once, green-light the third concept. You know, the one that's outside your comfort zone. This is the campaign that will more than likely drive the greatest results. Why? Because we know what we are doing and we just want you to trust our judgment on this -- just once. You won't be sorry.

7. And lastly, for god's sake, NO MORE BUDGET CUTS. OK, that was just some wishful thinking, but please do consider it.



(Courtesy of AdAge)