Inbound marketing vs. traditional advertising

I received this email a couple of days ago:

Hi Mr. Rossie,

I’m a grad student and I’m doing some research. Can I have your opinion?

1. Which type of advertising TV or Internet – is best at influencing consumer buying behavior?
2. Is there a difference in the motivational factors between TV and Internet advertising?

Thanks!

My first thought was: Why the emphasis on advertising? Why not inbound marketing? So I replied:  Continue reading

When you use “borrowed interest,” what exactly are you borrowing?

Timothy Hutton's ill-fated Groupon commercial

Piggybacking on the Dali Lama didn't work

Sometimes when you’re trying to figure out what to talk about in your marketing communications, the temptation to “borrow interest” from a totally unrelated topic is too hard to pass up.

Maybe because it’s relatively easy to borrow interest from something or someone who is well-known. And relatively hard to perform the real work that’s often required to communicate real value.

But think twice before using someone else’s fame, reputation or notoriety to get attention for yourself. It can backfire. Continue reading

The death of (bad) advertising

Joseph Dumont writes a great piece at imediaconnection.com on how interactive is displacing traditional advertising. But in pushing his argument a little too far, he also unintentionally makes a good case for truly great broadcast creative, versus the less compelling kind. Continue reading