"When I first started in marketing, my observation was that often, a breathtaking ad was the hallmark of a successful brand launch. But in my experience, nowadays, that's changed-that ad, that hook, that viral clip-they're just moments. Good ideas are a dime a dozen. Talk to a social media creator, and chances are, they can generate a good idea for a brand. As a result, I believe that recreating the "great ad" model is a high-cost gamble,"
"The way I see it, the old model overvalued the spark when the real worth was in the strategy. A viral moment doesn't fix a broken purchase path; an optimized funnel does. A clever ad campaign doesn't solve a talent acquisition crisis; a long-term recruitment strategy paired with a good campaign does. For us marketers, the goal should be to create an overarching plan of attack, not just a billboard that advertises hype that may or may not be able to be backed up."
Viral ads and singular creative moments provide short-term attention but rarely produce predictable, durable business outcomes. Good ideas are common, and relying on a single "great ad" is a high-cost gamble amid information overload. Traditional marketing metrics often fail to deliver the sustainable results clients increasingly demand. Strategic foundations—optimized purchase funnels, long-term recruitment strategies, and alignment with business goals—produce measurable outcomes. Effective marketing combines collaboration, creativity, and connection, using data to align ideas with audience needs and authentic brand identity. A phased framework begins with collaboration to align business goals, audience signals, and brand DNA before execution.
Read at Forbes
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