The more complicated the world of marketing becomes, the easier it is to see how to organize your strategy to achieve your goals. Here are some things worth remembering:
1. Advertising will forever co-exist with social media. They need each other. Social influence media can share and inform in a setting that shuns outright persuasion. Advertising persuades even better with insights and relationships derived from social media. For the marketer to succeed, the answer isn't one or the other; it's all of the above.
2. Advertising should create relationships, too --- and good advertising does. The kind of relationships that can help us understand a brand, not just highlight it. What are the real differences between Bud and Miller, Dior and Gucci, Chevy and Ford, Bebe and Guess? Can you imagine a salesperson not knowing the answers?
3. Good advertising isn't always based on humor, but it's always human. Good advertising is a conversation, between someone with an interest or need, and someone with something of value to sell. And like all conversations, advertising can be prickly, pokey or provocative; funny, folksy, friendly or informative --- but somehow it must be convincing. To do that, it has to be interesting. Think of your next ad as a letter to someone you know (and like). An ad has to be, in a way, a thoughtful valentine.