When we don’t have to think about how to promote a new start up that’s when we have it – a model that can work. If it seems so simple it will promote and spread itself, that’s when we could have a remarkable product.
All too often start ups think advertising will drive them into the audiences’ consciousness. If you have to convince me with paid for advertising, chances are you’re not very remarkable. Distribution and digital word of mouth are far more important.
Once upon a time we had to rely on advertising. It was a trusted source because our means of gaining information, on things, products, services, and politics was limited. The advertisement really could inform.
In a world of low trust and digitally connected people, do we really need advertising anymore?
I find ‘a world of low trust’ a very broad statement. All advertising mediums (particularly offline) now go through strict procedure to ensure that false information is not displayed out there. Advertising also involves so many mediums – so when asked if we really need advertising – which advertising are you talking about? Press, outdoor, online, DM, PR, radio, viral/email, TV, events, POS…there are so many mediums that advertising involves itself in.
Del,
A world of low trust refers to peoples view on companies & advertising. When I refer to advertising I refer to ‘paid for media’. The question I pose is, what will advertising become? I feel there will always be communication between consumers and producers / service providers, but the really powerful stuff will be that which isn’t paid for.
Thanks for your comment.
Steve