The Fall of Advertising: From Paid Media to Spontaneous Media

Introduction

In the past, advertising was a simple matter of paying to have your message placed in front of as many people as possible. But today, with the rise of social media and the internet, traditional advertising is no longer as effective as it used to be. In their book, The Fall of Advertising, Al Ries and Laura Ries argue that the old model of advertising is dead and that businesses need to adopt a new approach to marketing.

The Problem with Traditional Advertising

Traditional advertising is based on the idea of interrupting people with your message. This can be effective if you have a monopoly on the market, but in today's competitive environment, it's no longer enough. People are bombarded with advertising messages every day, and they've become increasingly adept at tuning them out.

In addition, traditional advertising is expensive. It can cost millions of dollars to create and run a single advertising campaign. And even if your campaign is successful, it's only going to reach a fraction of your target audience.

The Rise of Spontaneous Media

Spontaneous media is a new form of marketing that is based on creating content that people actually want to see. This content is not paid for, but it is shared voluntarily by people who find it interesting or valuable.

Spontaneous media is more effective than traditional advertising because it is more relevant to people's lives. It's also more cost-effective, because it doesn't require you to pay for ad space.

How to Create Spontaneous Media

There are a few things you can do to create spontaneous media:

• Create content that is interesting and valuable to your target audience. This could include blog posts, articles, videos, infographics, or anything else that people will find useful or entertaining.
• Make sure your content is easy to share. People are more likely to share content that is easy to read, watch, or listen to.
• Promote your content on social media. Social media is a great way to reach a large audience with your content.
• Encourage people to share your content. You can do this by asking them to share it on social media, or by including a call to action in your content.

The Future of Advertising

The future of advertising is spontaneous media. Businesses that want to succeed in the 21st century need to adopt this new approach to marketing. By creating content that people actually want to see, businesses can reach a larger audience, build relationships with customers, and drive sales.

Conclusion

The Fall of Advertising is a must-read for anyone who wants to understand the future of marketing. Al Ries and Laura Ries provide a clear and concise explanation of why traditional advertising is no longer effective, and they offer a practical guide to creating spontaneous media. If you're looking for a way to reach a larger audience, build relationships with customers, and drive sales, then this book is for you.