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Gary Vaynerchuk Is Wrong, Wrong, Wrong, Wrong, Wrong About Media
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Gary Vaynerchuk Is Wrong, Wrong, Wrong, Wrong, Wrong About Media

Mark Ritson
Marketing Week, 2016
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Editorial Rating

7

Qualities

  • Analytical
  • Innovative

Recommendation

Except for the Super Bowl, people no longer watch television – or so says marketing guru Gary Vaynerchuk. Accordingly, marketers should spend all their budgets on social media and Super Bowl commercials. Not so fast, cautions professor Mark Ritson in this Marketing Week column. Vaynerchuk, he argues, bases his advice on personal experience rather than facts. Although Ritson is condescending in some parts and vulgar in others, his data-driven rebuke should convince marketers to take Vaynerchuk’s advice on advertising budgets with a grain of salt.

Summary

Gary Vaynerchuk is a modern marketing guru who has millions of social media followers clinging to his every word. Unfortunately, often his advice is based on anecdotal evidence rather than solid data. Vaynerchuk claims that nobody watches traditional network TV anymore – except for the Super Bowl. That’s why, he says, entrepreneurs and marketers should channel all their advertising budgets into Facebook and Instagram instead. However, media research company Nielsen found that ad campaigns that incorporated both Facebook and TV were more effective than those using either alone. Data in Great...

About the Author

Mark Ritson, PhD, is a marketing professor at Melbourne Business School and award-winning branding columnist at Marketing Week.

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