David Armano explains how tv and print still rule the media budgets and how the advertising reinvention needs to come from content strategies.
[Advertising] now needs to create content designed for instigating second and third screen behaviors (like sharing). It needs to apply “journalism” sensibilities to the advertising machine so that a regular drumbeat of content and engagement can act as a foundation which supports the burst of campaign activities.
—It’s Time to Re-Invent Advertising
The traditional vs digital conflict might not be the key to solve the future of marketing, but rather a distraction. Sometimes finding the right answer is about finding the right question to ask. What is exactly wrong with Advertising?