I just read a great piece by Ian Leslie on the advertising business. It’s an exceptionally good read. Do read the whole thing, but here are some highlights (quotes lightly edited for continuity):
- Brands can’t get bigger on the back of loyal customers. The majority of any successful brand’s sales comes from ‘light buyers,’ people who buy it infrequently.
- This makes ‘engagement’ largely pointless. Light buyers aren’t fans of your brand. No surprise, then, that they don’t follow you on Twitter or Facebook.
- We now know that brand advertising, at its best, does something very different from a search result or a Facebook update. It injects a brand into the cultural bloodstream.
Thanks to MR for the tip.