Comments on: Marketing isn't advertising, is it?

By: Bizzhy

Bizzhy — Tue, 18 Mar 2008 14:58:12 +0000

Advertising is a part of marketing. Marketing has several faces from requirement analysis to sales.

By: Ben Tamblyn

Ben Tamblyn — Tue, 18 Mar 2008 04:29:04 +0000

Classic old marketing – I almost expected to see reference to the 4 P's…Good marketers now work out where their ROI is coming from and when – and typically have better intelligence to back this up. You're right – more likely to consider is hardly a measure of success.

By: Ripe

Ripe — Mon, 17 Mar 2008 20:53:41 +0000

All the love that Hugh had for Stormhoek still did not prevent Orbital going down the tubes because of a greedy exec in Jason Korman. Pity that the balance is still tipped in favour of the blood sucking elite. Unfortunately Hugh is still hanging with Korman. Real tough.

By: Dennis Howlett

Dennis Howlett — Mon, 17 Mar 2008 18:18:58 +0000

As if on cue, a blog post comes saying advertisers are clueless when it comes to the internet

By: Dennis Howlett

Dennis Howlett — Mon, 17 Mar 2008 17:16:34 +0000

@M: Obsolete is perhaps too strong a term right now but you only have to look at the viewing figures to realise that people's viewing patterns are changing. The younger generation in particular spends little time in front of the TV, preferring the 'entertainment' they can get on the Internet. No-one has figured a successful model for monetizing that content (yet) indicating that advertising in this medium would not be welcome. But again, we haven't seen the sort of experimentation and failure necessary where innovation is concerned to 'know' what is likely to work.

By: Emily Coltman

Emily Coltman — Mon, 17 Mar 2008 17:03:34 +0000

Dennis, do you think TV advertising will become obsolete then?

By: Gregory Yankelovich

Gregory Yankelovich — Mon, 17 Mar 2008 16:34:05 +0000

Dennis,

"We have the tools, we only need the ingenuity and courage to go out there and say something both compelling and different."

That requires a lot of real thinking which is not easy to buy. I am not sure Stormhoek campaign said anything compelling, but it surely said it compellingly different.

I have read your earlier blog about sponsored feeds vs AdSense type of advertising, but since I am new to all this, I could not understand the model and how it works. Could you point the place I could learn this? Thank you in advance.

By: Dennis Howlett

Dennis Howlett — Mon, 17 Mar 2008 16:02:48 +0000

@Gregory – if you follow the Stormhoek model then it achieves by being compellingly different so to the extent it isn’t overly compelling of itself didn’t matter.

As to the sponsored feeds thing – this is very much an experiment into discovering what works and what doesn’t. My belief is that content matters to the point of being a compelling differentiator. Everyone who has seen the concept is intrigued but in truth we don’t know if it will work or to what extent it will be successful. Others have faith and that’s what counts.

On AdSense – I’m agnostic leaning towards anti- because the advertiser isn’t necessarily rewarded on results but only on clicks. There is also the assumption that consumers are actively looking for something whereas I may only be information gathering. However, those who do use AdSense say it works for them more times than it doesn’t and therefore the pay per drink model is worthwhile following.

By: Emily Coltman

Emily Coltman — Mon, 17 Mar 2008 14:47:22 +0000

Who was it said that marketing is finding out what the customer wants (x) and then making sure you give it to them? I think it was John Jansch in his excellent book "Duct Tape Marketing".

That definitely isn't an alternative definition of advertising. Would it be too simplistic a view to say that advertising should come after marketing and should be making sure the customer knows you can give them (x)?

By: Dennis Howlett

Dennis Howlett — Mon, 17 Mar 2008 13:54:49 +0000

In the traditional view of marketing, advertising plays a large part. The problem is that it has been proven to be a broken model if it is for lead generation purposes. It’s fine for brand building/maintenance which is why there are all those Daz and Guinness ads on TV – a medium which is increasingly under threat along with mainstream media.