Today I read a blog post from self proclaimed word of mouth marketing guru Andy Sernovitz. Here’s what he has to say about advertising:
It’s not scalable. The problem with advertising is that you pay for each impression, regardless of how successful you are. It’s not genuine. For enough, you might buy a little attention; but no amount of advertising can establish true love — the kind that makes fans line up for your new products, drag their friends in to see you, or defend you from the naysayers.
How ridiculous. I particularly like this statement: “regardless of how successful you are“. Huh? Advertising is a tactic to get people interested in your product or service. It sparks a flame. Then it’s up to you to provide the product or service that will make people become brand ambassadors. Proclaiming it doesn’t work and that everyone should run out and start a blog, get on twitter and facebook is even more ridiculous. Those tactics aren’t for everyone either.
Social media is a tool that can be used very successfully but it’s not for everyone. Just like certain advertising tactics are not for everyone. But to make statements like Andy does makes me question his knowlege of marketing all together and those that follow him.
What do you think kahunas?