Generally, when I read anything like this:
... I move on, because the writer has established that they don't know what they're talking about. Yes, traditional advertising has lost its dominance. Yes, the media landscape has changed. Yes, marketers need to adjust their spending.
Advertising is dead. If you're a marketer... save your money.
Consumers have been over-advertised to and over-sold.
Unless you're conducting a white sale, fire sale, or going-out-of-business sale—and halving or quartering your prices—advertising won't get you a bang, a whimper- or a nickel for your buck. Not anymore.
In this case the writer goes on to tell us that we should do lots of advertorials, because - in a nutshell - consumers aren't smart enough to figure out what they are.
The advertorial delivers valuable, documented information that relentlessly leads readers to the inevitable conclusion that the solution to their problem or need is... whatever it is you're selling.
It doesn't look, taste, or smell like an ad, and the consumer's anti-ad third eye will never see it coming.
Well, at least it's a change of pace from someone telling us to spend our whole budget on Twitter or Facebook.
I really like MarketingProfs but in the last couple of weeks I've read a piece from a multimedia producer explaining that video is the solution to all problems, and now a piece from a copywriter announcing that advertorials (which, hmm, require a copywriter) will solve everyone's problems. I hope this is not a trend.
It's fine to see people talking about the benefits of the type of work they do, but these pieces have read more like... well, advertorials... than useful content. A case study on how to use advertorials? Great. Examples of how video has enhanced sites? Cool. Pieces like this? Can we find a good burial plot for them, please?