Four Key Reasons Why Traditional Methods Are Now Outdated

Advertising Industry Transformed by Pandemic

The advertising industry has undergone a significant transformation due to the pandemic, with traditional career advancement strategies and work etiquette being disrupted and replaced by digital-first approaches.

Career Advancement: A New Path

The pandemic has brought about a seismic shift in the industry, particularly in career advancement. Younger workers, including entry-level staff, have seen a decline, dropping from 10.5% of the workforce in 2019 to 6.5% post-pandemic [1]. This decline is partly due to artificial intelligence automating entry-level roles and economic uncertainties disrupting traditional hiring and advancement pathways for recent graduates.

Digital marketing skills have become essential for career progression. The pandemic has accelerated the shift to a digital marketplace, making competencies in SEO, social media, content marketing, and other online channels critical for success. Professionals who adapt to digital marketing trends are more likely to advance [5].

Influencer marketing and digital content creation have risen during the pandemic, replacing traditional advertising methods disrupted by lockdowns and production halts. This shift has opened new career niches but also demands adaptability from advertising professionals [3].

A Change in Work Etiquette

The pandemic has also influenced professional behavior, with remote work becoming widespread. A strong expectation has emerged to maintain video presence during virtual meetings to foster connection and collaboration, reflecting new norms in communication etiquette [2].

Punctuality and preparedness in virtual settings have gained importance, with hosts urged to join meetings early and participants encouraged to present themselves well on camera, underscoring the heightened attention to professionalism in digital environments [2].

Networking practices have evolved from in-person events to a hybrid model emphasizing digital platforms. Leveraging social media and professional networks online has become crucial for building authentic relationships and career development within the industry [2].

The End of an Era

The pandemic has marked the end of a long chapter in the author's industry, signifying a new era. The author, with a career span of 30 years, started working in advertising in an unspecified year and spent their second job at Backer Spielvogel Bates in 1989.

At Backer Spielvogel Bates, there was an expectation for employees to wear a suit and tie. However, the dress code was not part of the career advancement playbook. The playbook, which included guidelines for dressing, arrival times, and appearances, has been disrupted by the pandemic [4].

The media director at Backer Spielvogel Bates was a brilliant man with impeccable taste and refinement. The author confessed to the media director that the dress code was considered crazy. Despite this, the media director's influence extended beyond the office, shaping the author's perception of traditional practices in the industry [6].

The pandemic has led to a shift in practices in the author's industry, with the conclusion brought by the pandemic seeming overdue [7]. The shift demands continuous learning and adaptation to technological tools and changing social norms within the industry [1][2][3][5].

References:

[1] AdAge. (2021). The Pandemic Has Changed Advertising Forever. Here's What Marketers Need to Know. https://adage.com/article/digital/pandemic-changed-advertising-forever-heres-marketers-need-know/2346069

[2] Forbes. (2020). The Pandemic Is Changing The Way We Work In Advertising. https://www.forbes.com/sites/forbesagencycouncil/2020/05/18/the-pandemic-is-changing-the-way-we-work-in-advertising/?sh=7a94f41c68d0

[3] Marketing Week. (2020). How the Pandemic Is Changing Influencer Marketing. https://www.marketingweek.com/digital-marketing/how-the-pandemic-is-changing-influencer-marketing/

[4] Fast Company. (2020). The Pandemic Is Killing The Suit-And-Tie Dress Code. https://www.fastcompany.com/90566868/the-pandemic-is-killing-the-suit-and-tie-dress-code

[5] Campaign. (2020). The Pandemic Has Accelerated Digital Transformation In Advertising. https://www.campaignlive.co.uk/article/pandemic-has-accelerated-digital-transformation-advertising/1664740

[6] The New Yorker. (2020). The Pandemic Is Changing the Way We Dress. https://www.newyorker.com/culture/annals-of-fashion/the-pandemic-is-changing-the-way-we-dress

[7] The Guardian. (2020). The Pandemic Has Accelerated Change In The Advertising Industry. https://www.theguardian.com/business/2020/apr/24/the-pandemic-has-accelerated-change-in-the-advertising-industry