I just waxed lyrical on this subject over on LinkedIn in “Creating marketing that doesn’t suck”.
What I’m driving at is that marketing that just served brands has a limited shelf life, and much of it is festering. Marketing that also has value in and of itself, for the customer, is what modern marketing is increasingly looking like.
Do you ever feel sold to, even by the shorter, cutesy, more entertaining advertisements? We all do and that is the crux of the issue. The best marketing and advertising crops up for you when it is most relevant and helpful to you. The challenge for all marketers is creating the right content and finding the best places to put it so that can happen.
When marketers do that, marketing doesn’t suck.