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If Advertising is Dead, Then What?
I just read an article titled “Advertising is Dead. Long Live Packaging.” I’m not sure I wholly agree with that sentiment (I think advertising can certainly still be effective), but there’s no denying that the days of blasting print and television ads all over creation and waiting for the customers to roll in are long gone.
The article made the case for investing more marketing dollars in product packaging as a way to differentiate your product on the shelves and enhance the brand experience at the first point of contact. I took the article with a grain of salt in the first place because it was published on The Dieline, which is a blog showcasing top-notch packaging design, so clearly they have a reason to feel this way. But the argument really made sense to me because I’m a strong believer in the power of experiential marketing and I think product packaging is a big part of that. It’s generally the first REAL interaction a consumer has with a product. It’s the first chance for the consumer to touch and feel a product.
Most of the buzz surrounding the marketing world places social media squarely in the crosshairs of the future of marketing. Those that know me know that I’m a true believer in the power of social media for people and brands alike, but I am not biased toward that medium - like The Sutter Group, I like to consider myself media-neutral. What I do believe is that there are HUGE opportunities for brands to market through brand experience (not limited to a specific medium). That means more and more focus on how consumers interact with products and services—from packaging, to environmental graphics to interactive and social media to events and guerilla campaigns. I think these are going to be huge areas for growth in the next 3-5 years.
What do you think? Have any prognostications of your own?
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