A work colleague sent me a link to the video below which spells out in a funny way the demise of advertising as we know it.
For me personally I have subconsciously blocked out all ads when reading the local newsletter both offline and online especially the terrible full-page ads vomited out by the electrical stores such as Harvey Norman.
When looking for a product or service I always try and search online for discussion on the item I want to purchase. I am in fact looking for independent advice and third party endorsement meaning the people that have brought and used the item of interest.
I will however click on banners located on niche web sites that focus around a topic. For example if I am looking for a replacement for my printer and located on a discussion forum there is an ad for a local store selling printers I will click the banner to have a look. I would not however do the same on a more generic site such as a news site.
The future of advertising is dead because its “Outbound Marketing” which means businesses trying to bring you, the consumer, into their world and most of us don’t want to come to the party.
“Inbound Marketing” is the future and actually is already here. “Inbound Marketing” is the business creating a dynamic and interactive world between you and the business. In this dynamic world its all about having direct access to the business and have the business listening to you.
On Twitter you can directly ask an official representative of Vodafone or Telecom a question and receive either the answer or a committed statement that they will look into it. And boy they do!
I have experience first hand this amazing way to get instant answers to my questions. This is inbound marketing where the business has created a place for me to go when I want to communicate, they listen and then respond.