Advertising is not art, advertising is to sell a product, otherwise it is not advertising. “This sentence comes from David Ogilvy, who is known as the “father of advertising”, and today, decades later, this sentence is still timeless, or even more relevant.
This year’s special circumstances have caused a shock to offline business for a time, and online traffic is deeply anxious. Under such a background, the first “suffering” is naturally the department that spends money, and advertising and marketing bear the brunt. The change in the ultimate goal of cutting budgets and surviving makes “growth” the top priority of advertising. Sales results-oriented advertising and marketing that can bring real growth is good.
Advertisers no longer talk about “Cannes” and “brand”, but talk about “conversion rate”, “effect” and “carrying goods”.
The good side is that growth-driven advertising is more efficient. In the past, the magic spell of “I know half of advertising costs are wasted, but I don’t know which half is wasted” has been broken. Accurate transformation under the influence of big data can quench thirst. ;
But the bad side is probably unavoidable. Overemphasizing the idea of immediate growth will selectively ignore the long-term brand value. We can even see a lot of short-sighted growth ideas that sacrifice brand tonality.
The reality is that the advertising and marketing industry is making strides toward growth, but is this really good? Can the long and short effects of advertising and marketing ideas be balanced? Are traditional creative people about to be subverted?