Four reasons why advertising doesn't work in the way it once did

25 Jun 2010

The industrialised model of advertising isn't working as well as it once did. For many years brands were built by creating performance and emotional associations with the brand in the minds of customers primarily with the weight of advertising. Share of mind was created by share of voice (ad spend), and this equated to share of market.

The Internet, whether accessed via desktops or mobile devices such as cellphones and iPads, has changed everything. This is why:

1. The most powerful force in the Internet is that it connects people, and so pools the knowledge of your friends with yours (so you are no longer ignorant) and so alters the flow and source of information.

2. Advertising works best when the people you are trying to convince are ignorant and when they trust you to tell the truth (their only source of information about the brand is from the brand).

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Walter Pike

About Walter Pike

Walter has decades long experience in advertising, PR, digital marketing and social media both as a practitioner and as an academic. As a public speaker; Speaks on the future of advertising in the post - broadcast era. As an activist; works in an intersection of feminism & racism. He has devised an intervention in unpacking whiteness for white people As an educator; upskilling programs in marketing comms, advertising & social in South, West and East Africa. Social crisis management consultant & educator. Ideaorgy founder