• by Erik Sass , Staff Writer @eriksass1, March 17, 2010

Social media doesn’t require a whole new kind of advertising -- nor would such an approach work, according to Joe Marchese, of Socialvibe. In part, that’s because it’s unrealistic to think that there’s a way to somehow make advertising that doesn’t instantly reveal itself as advertising: “Don’t bastardize your message by trying to match it� to particular content, which becomes an endless rabbit hole of tailoring and tweaking, and praying for unlikely viral successes, because when all is said and done, “no matter how great or funny or creative it is, nobody wants to look at your ad -- unless you find the right trigger.� However, Marchese went on: “All media is suitable for advertising, it just takes finding the trigger.� Advertising has always been about trading brief attention to a marketing message in exchange for some kind of content, Marchese suggested, and that won’t change. “You have to tell them up front: ‘You’re about to receive a marketing message, but you’ll get something back.’� Summing up his vision, Marchese said: “It will be advertising, just as before, but with a whole new layer of creative on top of it� -- seemingly alluding to the art of leading viewers to advertising and explaining what immediate reward they will get for it.