Advertising will always be with us. There will always be products, services, and circumstances that will warrant the use of advertising. Still, there can be no doubt that advertising as it is, as it was, must and WILL change dramatically.
It all compounds into one simple dynamic. Customers are ignoring marketing, and today's advertiser is paying more for less return on their ad dollar. The old advertising template is broken, the carcasses of failed ad campaigns are piling up. The success of our new book is only one indication.
Another nail in the advertising template's coffin comes to us courtesy of usability guru Jared Spool, whose research also confirms this with a loud echoing shout. Customers not only ignore advertising, they develop techniques to do so.
Who can afford throwing more money at old school advertising and idly wait for their cats to bark?