Is traditional advertising dead?

Nowadays, many marketing directors are wondering whether traditional advertising such as TV ads still makes sense or whether the sector is experiencing a deep crisis. What is certain is that advertising is at a point where its existence and survival is called into question. On the one hand, advertising investment has suffered in the last year, due to the pandemic. On the other hand, the debate about its effectiveness and profitability has been put on the table by many experts.

Moreover, the sector needs to face a new type of consumer: digital natives who disconnect the second they sense a brand communication is advertising. In fact, many consumers judge that ads are saturating our screens, considering them excessive and annoying. We have to assume that today’s generations will not tolerate a 10-minute pause full of advertising while they are consuming content.

The best way for TV advertisers to adapt themselves to this change of consumer habits is by making the traditional ad more interesting, interactive and less invasive. The ad has to have a strong identity and be directly linked to a specific brand. Storytelling also comes into play, so the consumer feels touched and concerned.

Influencer marketing

Advertising is not dead, it just needs to reinvent itself. New forms of advertising are emerging that focus more and more on what is essential: the brand. The popularisation of content marketing is an example of this, which consists of creating your own content to generate coverage, reach and engagement. New platforms have appeared that boost results of digital marketing campaigns and allow wider audience reach.

We must be aware that advertising no longer works alone. Brands must be long-distance runners who are always active in connecting with audiences and positioning themselves. This means working in many more areas, launching messages in many more ways, and creating a non-invasive strategy, strictly focused on the interests of the consumer to generate an emotional bond with the audience.

The real revolution in recent years in the world of marketing and advertising has been the explosion of the world of influencers (influencer marketing), that has particularly emerged with the pandemic. Influencer marketing is the process of using external content creators such as influencers or brand ambassadors to engage with your brand through social media, increasing brand awareness and converting their audience into potential customers.

Today, it is time for authenticity. Internet users are tired of content that looks the same and tries to convince them to buy and buy again. If done right, influencer marketing is a powerful way to convert consumers to buy a product or service, and brands have understood that this is where it all happens. With the increasing growth in mobile sales, social shopping represents a huge selling tool for brands and retailers who are looking to impact their audience in every moment of their daily lives.

The customer journey has clearly changed: the digital channel became a strategic lever for brands in contrast to other traditional promotion channels. In fact, in 2020, digital represented more than 55% of total advertising spending, which clearly shows where we are heading in the next few years.

Eva Martín Villaró is the CEO of Tiendeo, a leading company in drive-to-store digital marketing services for retailers and brands. She founded the company in 2011 with her sister María Martín and Jonathan Lemberger, co-founders. She has a double degree in industrial engineering from the Polytechnic University of Catalonia and the École Centrale Paris (MBA College des Ingenieurs). Before founding Tiendeo, she worked for seven years at Nestlé, where she held various positions in logistics. In 10 years, Tiendeo has positioned itself as the leading website and app for geolocalised online catalogues and offers, with a presence in 47 countries.