CAREER ADVANCEMENT / JUL. 23, 2014
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Advertising Copywriting Could Become Redundant in a Few Years

Copywriting in an advertising agency is still regarded as one of the best possible jobs a writer with a salesman’s bent of mind can have and more often than not, it is a lucrative profession once the individual gathers enough experience in the industry. A good copywriter is someone who understands the product perfectly and then goes on to write persuasive copy that entices people into spending money on that product. In that regard, it can be said without a shadow of a doubt that copywriters have proven to be extremely valuable professionals for plenty of companies in different parts of the world. However, over the past few years plenty of new and decidedly more effective forms of marketing have emerged that might make advertising copywriting a relic of the past in the near future. This article looks at some of the marketing tools that might prove to be the reason behind the demise of traditional copywriting and how advertising copywriters can emerge from the downturn unscathed.

Internet Marketing: 

The internet did not pose a big threat to advertising copywriting in the past since the number of internet users were not as many as a large corporation would have liked, but over the past decade or so, the number of internet users has risen steadily to a level that has prompted the large corporations to consider internet marketing to be a bigger influence. The internet marketing techniques include such processes like search engine optimisation (SEO), link building as well as sponsored advertisements on popular websites which direct users to the website of the company. Keyword based SEO copywriting has also become one of the most popular forms of marketing for top corporations over the past few years and gradually it is eating into the budget that the corporation has for the services of an advertising copywriter. 

At the end of the day, the primary motive is to present the products and services that a company has to offer to a large base of customers. In this regard, internet marketing usually proves to be extremely effective and over the past few years most companies have benefitted by using these tools. You might say that public releases or blog posts which are posted online by these companies might have an element of copywriting in it, but it is also important to point out that writing for internet marketing is not exactly the same thing as writing copy for an advertising agency. That sort of marketing is far less dependent on the writing skills of the copywriter since the final objective is to create as many links as possible in order to direct the reader to the company’s website. However, it is also important to keep in mind that key word based SEO article writing and blogging could prove to be an easier proposition for a copywriter, although it cannot be denied that they would need to pick up a new set of skill sets. 

Social Media Marketing: 

Social media websites have now provided corporations with an outstanding platform through which it can market their products and services to a worldwide audience at the click of a mouse and the whole operation does not cost anywhere close to the sort of money that they might need to spend if they hired a copywriter. Additionally, the copy written by a professional copywriter is primarily meant for newspapers, magazines or brochures, however with the advent of the internet, tablets and smart phones, very few people read newspapers these days. As a result, the cost of hiring a copywriter exceeds the rewards by a huge margin as far as sales are concerned. On the other hand, the company can simply hire the services of an internet marketing company who would simply need to deploy a couple of managers for the different social media profiles of the corporation and make a post amounting to a few lines of text or 140 characters, depending on the website, in order to make a point. The expert services of a copywriter would not be needed for such a marketing campaign.

The emergence of the internet does not mean that someone who has the skills of a copywriter would suddenly be out of a job but it is something that would gradually eat away into the importance of an advertising copywriter over a sustained period of time. In such a situation, it might be observed that copywriters might find themselves playing a peripheral role in their organisations.

On the other hand, the handful of copywriters who might still be in demand would be the ones who are at the very pinnacle of their professions and hence it is important for copywriting professionals to start diversifying into other forms of writing so that they can continue to do something that they are good at. Internet content writing and blogging could be something that they should take an active interest in, so that they are well prepared for the changes that might surface in the advertising industry before long. If an advertising copywriting executive can pick up enough technical knowledge that it is possible for him to become a blogger on the latest trends in the world of technology and in the years to come technical blogging could become quite big. The basic skill sets required might be the same but the thrust is usually not on creative writing as is the case with advertising copy and hence it is important for a copywriter to pick up a set of new skills in order to stay relevant.

 

Image Sourced: Writer

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