Article: Advertising in the social media era: A matter of subtlety

By Christophe DESHAYES

President of Tech2Innovate
 

Abstract

Concurrent with television and inseparable from consumer society, the “ad” trade bred a new language, culture and creed: happiness through consumption. As a consequence, ads for selling products during the previous era became old hat. In like manner, the social media are setting off a shock of modernity that risks downgrading the advertising industry and giving birth to new forms of communication. They seem better adapted to respond to several, often contradictory, social expectations: wanting to join in but without making commitment, defying institutions or longing for personalization, a sense of belonging and a civic spirit. The dazzle of an ad’s message pales before the buzz of a social recommendation. Will the ability to exercise influence through networks based on affinity or interests supplant the advertiser’s persuasiveness?