Bad News For Advertising? – UK Marketing Firm Parker Worldwide

Aug. 4, 2010 - PRLog -- Advertising sells!  Well, maybe not so much anymore.  Even the leaders in the UK ISP market know the new power of direct marketing.  At the industry leader’s last annual meeting, the group rebranded itself and shared its budgets very differently, for one reason because so many of their competitors are discovering that direct marketing pays.
A story about a company in a prestigious newspaper like The New York Times has always been more valued more than an ad in the same paper – that old third-party endorsement.  The shrinking newspaper and magazine landscape is evidence that advertisers are gravitating to other communications channels.  And what they are doing is not called advertising.  They are reaching out to their customers through direct feeds, B2B, B2C and Events.  Increasingly, they want to interact with their customers at company-sponsored events, product samplings, and through the community.
Funny thing.  It’s the direct marketing people who are leading the way. They are the ones creating community relations programs – like they always have – but now these communities are more often than not reached online.  These are the company’s primary activities and not just an adjunct to advertising.
Here’s another thought:  maybe the terms advertising, public relations, publicity, promotion and direct response should be consigned to the back seat.  Those words just don’t seem to work in the new customer communities that are forming and looking for company relationships and people to communicate with them.

Advertising?  That’s so 20th century


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