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

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


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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.

Take-Aways

  • Marketing guru Gary Vaynerchuk’s bases his advice on personal experience rather than solid data.
  • His claims that people don’t watch traditional network TV anymore are false.
  • Vaynerchuk asserts that TV watchers tune out the big screen and turn to their smartphones during commercials. However, browsing can enhance retention of televised ads.

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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