Is advertising dead? Ask a content marketing agency

Is advertising dead? Consumers want content that’s meaningful

Ad spend is growing globally year-on-year but the makeup is changing.

Dead you say?  People have been talking about the death of advertising for years now.  Actually advertising spend is growing globally year-on-year but the makeup of that spend is definitely changing.

What consumers want

Well, it’s safe to say consumers don’t want to be advertised at. Not while they’re watching TV, not while their using their mobile devices, travelling around town, watching a movie or pretty much anywhere else advertising pops up.

Consumers want to consume content that is meaningful, interesting and relevant to them. But great content has to find an audience and organic distribution alone can’t always be relied on to generate the levels of interest desired.

Organic reach on Facebook has plummeted, some are saying as low as 1% which means for every 1,000 ‘likes’ a branded page has, only 10 people would see a post, no matter how great the content might be.

As a result, Facebook is reporting that Q4 2014 revenue from advertising was $3.59 billion, a 53% increase from the same quarter in 2013.

Advertising has its place

Sidebar ads and traditional online display advertising have very low click-through rates. Those ads, although digital, are effectively traditional billboards. They are very often unwanted and intrusive, serving only to raise peripheral brand awareness. The social newsfeed however, is specifically designed to encourage interaction.

What I’m getting to is the idea that content marketing and advertising can play nicely together. The social media gravy train has moved on for marketeers but the audience still continues to live and breath social. With paid for newsfeed promotions, brands get the attention levels they desire and consumers get the kind of content they’re happy to consume.

Our insight specialist, Nick Bramer has this to say:

“For our responsive content, we use social listening tools to tap into trends and generate engaging content in a timely manner which is then boosted with paid to relevant target audiences.

For our scheduled content, we pursue a more data-driven trial and error approach to account for the unpredictability of social.

Typically we would boost all of our posts with a small amount of spend to our loyal followers, then use data to gauge which content we can justify further investment in, in order to expand our reach and maximise ROI from an engagement perspective.”

Advertising done right

Sport England’s award winning advertising campaign This Girl Can has shown that advertising done right can still have a huge impact. “We want to tell the real story of women who exercise” says Sport England Chief Executive Jennie Price. The underlying objectives of the campaign created by ad agency FCB Inferno are to get more women exercising but a £10 million ad spend alone isn’t enough to achieve this.

It be will be interesting to see how Sport England and many of the UK sporting bodies involved with developing the This Girl Can campaign leverage the huge levels of awareness generated to date. For me, this is where an always on content marketing strategy and campaign, spanning a host of social media platforms, can make a real difference to provide practical advice, support, encouragement and further inspiration to women – keen to take the next to get active.

Say hello

Mediablaze is a content marketing agency and we’d love to help your brand engage your community with ‘always on’ fresh, innovative content marketing ideas. Please get in touch, we’re a friendly bunch – [email protected]

 

 

 

 

Related articles

More content
Company Culture - Mediablaze celebrate success

Content / Insight / News

Company culture – the driving force behind competitive advantage

Company culture is your brand – It’s also the DNA and north star for success. What’s your recipe for success?

Continue reading
Data and creativity - blend to drive performance: Digital marketing agency Mediablaze

Content / Content strategy / Data / Insight / Performance

Why marrying data and creativity is the only way to drive performance

Data and insight should provide a platform for creativity, not put constraints on our imagination and inventiveness.

Continue reading

Content / Insight / Performance / Platform

How to write a brief. (And equally as important, why.)

A good brief isn’t just the foundation for good creative work, it’s the thing that makes every aspect of a job run smoothly.

Continue reading

Insight / Training & Consultancy

Why empowered brands still need agency expertise in a changing world

Brands are more empowered and seek to in-house digital talent but the client-agency relationship continues to thrive.

Continue reading