The Death of Traditional Advertising
Business Daily
BBC
4.4 • 816 Ratings
🗓️ 24 May 2018
⏱️ 17 minutes
🧾️ Download transcript
Summary
How do brands survive in an era of big data, social media, and increasing consumer cynicism?
Ed Butler looks at the case of Royal Enfield motorbikes, whose sales in India were boosted even though it made a point of not paying for star sponsorship - unlike its rivals.
But if glossy magazine splashes and billboards featuring big name cricket stars don't cut it anymore, what is the way forward? Ed speaks to two practitioners of the dark arts of advertising - Steve King of social media analytics company Black Swan, and Jason Peterson, the chief creative officer at ad giant Havas.
(Picture: Torn and fading billboard car advert; Credit: Spencer Platt/Getty Images)
Transcript
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| 0:00.0 | Hello there, I'm Ed Butler and welcome to Business Daily from the BBC. |
| 0:09.1 | Today, we're all about advertising in the digital age, with one story from India about how |
| 0:15.3 | promotional lies can backfire. |
| 0:18.4 | You had cricket stars who were sponsored by our competitors, but they were riding |
| 0:23.0 | Royal Enfields and people saw that and people saw that this chap really likes a Royal Enfield motorcycle. |
| 0:28.3 | So who are the new admin doing the promotions? Do they even understand the new social media |
| 0:34.5 | platforms? If social media is a party, brands are showing up to that party with a giant logo on their shirt, |
| 0:40.3 | they're standing in the middle of the party, looking all proud, and they're not talking to anyone. |
| 0:44.3 | Who invited that shirt to the party? |
| 0:46.3 | Well, you're invited to the Business Daily Party. Everyone welcome from the BBC. |
| 0:54.5 | How do you make it and survive as a global brand? |
| 0:57.9 | In the old days, a big part of it was advertising, billboards, TV and radio spots, putting |
| 1:02.6 | your name out there, communicating the look and lifestyle that you wished people to associate |
| 1:07.4 | with your product. |
| 1:08.6 | It seems suddenly very different now, in the rich world anyway. |
| 1:12.7 | So how exactly? Well, that's our show today, with some people arguing that advertising, |
| 1:17.3 | at least in its traditional sense, is not reaching us anymore. At least not like it did. |
| 1:23.0 | Some of the reasons why in a moment. First, let me tell you a story. |
| 1:26.9 | Hey, ho! Push it, matcha. the reasons why in a moment. First, let me tell you a story. |
| 1:42.3 | The sound there of one of myriad motorbike commercials that you can find on Indian TV these days. |
| 1:46.0 | A new pair of wheels, it seems, is a must-have item for millions of young Indians. And multinational firms like Honda, in this case, are relentlessly on the box |
| 1:51.7 | trying to cash in. Now, here's a guy without the same advertising budget as the likes of Honda |
... |
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