Some of the new hot ideas in advertising may not be as popular as you expect. Brand newsrooms, real-time marketing and native advertising are "overrated," according to a new survey from the PR Council.
The online survey of "56 senior marketing executives who represent major US corporations" showed that "the concept of a brand newsroom was ranked the most or second most overhyped marketing channel by 49% of respondents," according to an article by Diana Bradley in PR Week.
The next "overhyped" ideas? Native advertising was named the most or second most by 36% of respondents and social media was named by 34%.
"Only 4% of respondents ranked real-time brand newsrooms as a number one priority, and none ranked native advertising as the top concern," writes Bradley.
"Real-time marketing, brand newsrooms, and native advertising are still in their hot phase for marketers, so I was not expecting this," Christopher Graves, chair of the PR Council and global chairman of Ogilvy PR, told PR Week.
The results of the survey were sometimes rather contradictory. The survey also showed that 48% think "traditional marketing is still king, while 52% said traditional marketing is no longer as effective as content and influencer marketing."
What was popular with survey respondents? Content marketing is a popular strategic priority.
Why would brand newsrooms be dismissed but content marketing championed? "We must differentiate between the more substantive, deeper, comprehensive approach of so-called content marketing versus a tactical version of content marketing, such as brand newsrooms," Graves told PR Week.
Another top priority was integrated marketing, which nearly two out of three respondents felt was important. Integrated marketing includes "coordinating and orchestrating PR, advertising, digital, social, mobile, and data."
Bradley writes that, "Respondents specifically said advertising and marketing should lead on brand narrative, content, social media strategy, and influencer marketing. PR, meanwhile, should lead in crisis and issue management, media relations, and executive positioning, according to the survey."