So what is the proper role of advertising in your marketing efforts?

Well, it does have a role, but it is likely different than you think because when you are marketing a brand and trying to build awareness, advertising is the most ineffective way to deliver the results you are looking to achieve.

Why?

Advertising has become too much noise in people’s lives and it is also something that most people can tune out or treat skeptically with little to no concern and trouble for whether or not they are missing something.

But advertising continues to play an outsized role in too many marketing campaigns because it is something that is easy to do, to measure, and to give the marketing and advertising department a feeling of having done something.

But in reality, advertising in many cases is just a crutch that companies use to make themselves feel like they are doing something, doing the right thing, or making an impact.

The better route is to take the efforts needed to build a consistent brand through focus on your value and presenting your story through a mix of publicity, advertising, content, and other tools.