“Advertising is dead,” said the man, before taking a giant swig from his coffee cup. To emphasise this point he jerked his thumb towards his computer screen. On it was a huge picture of a gravestone with Advertising R.I.P written across it.
As I hastily kicked my portfolio (before it was retired) under the chair, I thought the guy had a point.
Only that morning an ad van had trundled past me on Byres Road. The headline on it read: Poundland. Everything’s a Pound. And just to make sure the good people of Glasgow understood this, there were some badly photographed products that had £1 slapped beside them.
I came back from this ripple dissolve to find the man still talking. I clearly hadn’t psyched him out, even though I hadn’t blinked once in 10 minutes. He leant forward, as if he were about to let me in on the meaning of life. “Inbound marketing is where it’s at now,” he said, triumphantly.
Inbound marketing engages with an already interested audience – you’re not trying to persuade someone to like your product or service. It’s much more targeted. I retrieved my portfolio and confidently dusted it down. Whether it’s Digital Marketing, Inbound Marketing, Outbound Marketing or The New-Kid-On-The-Block-Marketing, you still need good creative ideas. Otherwise you won’t be engaging with any audience, regardless of whether they’re interested or not.