Lets make a deal. Lets stop running around with our verbal machetes of so and so medium/agency/model or whatever is dead. This flippant ignorance is getting beyond tiresome.
The only thing I hope to die is lazy marketing. Just spending money because somebody sold it really well, industry paradigms, or you jumped to copy cat tactics.
Display ads, just like out of home, can both be really crappy, or when you put some effort and thinking into it really really effective ways to reach people and connect with them. TV has never been more effective, it's just effective in different ways than in 1982. The content you put down the cable pipes, if it's any good, will manifest themselves elsewhere. You will "earn" media. Conversely, if you do something great, really interesting and original that only exists in an online tv station, uh, I mean YouTube, you can garner some of that traditional "earned media."
Bottom line, there is no silver bullet. And new mediums or means of conecting/influencing consumers don't "kill" old ones. Things like over the air audio broadcast and broadsheet printing are just too darn cheap to go away, provided the content is good. And for whatever reason new forms that come online tend to exhibit the bad practices of old forms very quickly by adopting the crappy content model.
We've spent a lot of time with teens lately and they give a really interesting reflection back onto today's marketing world. The most important factor of any marketing communications to them is whether it is interesting. The medium is meaningless and they spend far less time worrying about what medium is their "medium of choice." Most things like Twitter they couldn't give a darn about. They are too busy doing the same things kids have done for decades, try to fit it, figure out who they are and identify that murky paths towards what they will be when they grow up.
So can we stop worrying about what medium is more righter. And get on with focusing 100% of our efforts on what content is going to be amazing in whatever medium works best for the context of what you want to say and when you want to reach them.
The other thing I hope dies is all the advertising in the middle. By advertising I mean content. Please, either be really awesome, or suck really really bad. Thank you Snuggie. And thank you Nike for somehow doing both.
I know I'm not the first one to say any of this. And maybe maybe I'm just overloaded from reading so many "proclamations of doom" today as I read my way around the internet as sit at home trying to keep from spreading germs at the office.