Should I have added a question mark to the title? Probably. But I didn’t. Here’s why:
“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks’. But when Demosthenes spoke, they said, ‘Let us march against Philip.'” – David Ogilvy, Ogilvy on Advertising
Three key pearls of wisdom:
- Medium of Information
- Buy the Product
- March against Philip
It’s now almost common “recognition” that advertising is dead – static, slow-to-place and vague targeting quality material.
No, no. It’s not – and you shouldn’t want it to be dead.
What’s dead are the traditional conceptions, creations, contexts and processes of advertising.
We just have new media, new modes and times and spaces of positioning.
Remember, Advertising is a subset of Marketing. Marketing is vital to Healthcare because it connects points of suffering/need to points of care.
Like Ogilvy, I don’t want your sociality – I want action.
If sociality is part of the action, by all means: socialize!
But we now live in a wonderfully powerful time of Information Distribution and Interaction.
I don’t want you to interrupt me…unless…
…unless you’ve got something I need but I don’t realize.
But how would you know this and how would you deliver it?
^1 I’m leaving a trail all over the place – via social networks, mobile devices, etc.
^2 Knowing the times and spaces and modes of targets.
Yes, this is difficult work. But so is spending all your days on social media – and on social media, most of your efforts will get sucked in to sharing LOL cats (or their medically-related analogues).
Yes, by all means, create and share both ambient and focused content in health care – Lord knows, there’s a lot of bad stuff out there: so be on the leading edge.
Yes, generate and participate in Healthcare-related social objects and appropriately recruit influencers and other actives – and cultivate useful CRMs.
Yes, build out social utilities into overall communications strategies and processes – it’s a no-brainer these days.
No, don’t leave out Advertising.
No, don’t think that there’s such a think as social media ‘strategy’ – today, social media are part of the Mission and the operations. But they aren’t the gap in between – no, that’s the job of Marketing Strategy.
Re-think, re-perceive Advertising – not so much as a creative endeavor, but as a medium of information.
Advertising is more effective than social media.
Do you really want to live in a world where your social world is infested with social media marketing? Think of the time everybody’s wasting. It’s not sustainable – and that’s why I say Advertising Is (and will be) more effective than Social Media.
You’d be a fool not to realize that Advertising’s Golden Age is just around the corner.
Some of you understand what I’m saying.
For those that don’t, I’ll try again:
Think of an advertisement as a monolith in 2001: A Space Odyssey – it’s full of stars.
Forget talking so well all the time.
March against Philip.