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Wednesday, 23 April 2014 09:50
Entrepreneur Emphasizes the Art of Advertising
With the continuing evolution of media consumption, it has become increasingly challenging for an advertiser to both capture and hold an audience's attention, says advertising entrepreneur Patrick Walsh.
"A decade or two ago, media was relatively consolidated; advertisers knew they could reach a significant segment of their targeted audience via newspapers and television commercials, which almost seems quaint today," he says. "We live in what academics call the Age of Choice, where reaching a broad audience and funneling their attention to a business has become trickier than ever."
In the past, guerilla marketing – the unconventional and creative use of traditional marketing tools like stickers, print ads and billboards – has been an effective means of jolting public awareness.
Today, however, innovation in guerilla techniques is essential. From flash mobs to viral marketing campaigns, successful advertising requires new twists and surprising uses of old tools and strategies.
Walsh shares some of the latest cutting-edge ideas, which – just like the "Mad Men" campaigns of old – are as much art as advertising.
Wednesday, 23 April 2014 07:51
Why Less is More
If you get spam emails, you've probably seen subject lines like this:
"Buy followers for cheap!"
"Look more legit – Twitter followers $2.99 per 1,000"
Boosting your following on social media for just a few bucks can be tempting. Popularity increases perceived value, so a large audience conveys clout and credibility. It's also an endorsement of you and your message by other individuals, businesses and entities using platforms such as Facebook and Twitter.
But paying for those followers can have the opposite effect. Cheap "followers" are often dummy accounts, overseas users (many businesses pay low-wage workers overseas to create fake accounts), and inactive accounts. And there are plenty of free online tools that can quickly tell you how much of an account's following is fake.
If you're a celebrity or politician, that can make for embarrassing headlines. If you're a business or individual trying to market yourself or build a brand, it can make you look downright untrustworthy.