Bob Hoffman – The Ad Contrarian – makes a very strong case for traditional advertising in this compellingly honest presentation. It’s called the ‘Golden Age of Bullshit’. He completely debunks the notion that your brand can get by on social marketing alone, or even social plus digital ads.
He rightfully points out that industry ‘experts’ have been talking about the death of advertising for at least a decade – and yet the vast majority of successful brands continue to increase their ad budgets.
Facebook is ‘swimming in paid ads’, and yet it’s nearly impossible to find a conversation about a brand there today. Only a tiny fraction of social media campaigns (without integrated marketing) have resulted in increased sales. People on social networks are interested in interacting with each other, not your brand.
If your business wants to be sure that people will in fact see your content, the best way to do that is with paid advertising. Hoffman makes the point that when the apocalypse arrives there will be two species left: cockroaches & copywriters. Advertising isn’t going anywhere.