We’ve always told clients that advertising is what you do when you don’t have any better ideas. It’s slightly facetious, but we do know that the data says that advertising is becoming less and less effective as a channel. And this guy seems to agree with us that you should take most of your advertising budget and throw it into creating interesting content. We sometimes still advise clients to use some advertising if they are in a market where it’s difficult to reach clients directly, but it should complement other marketing activities, not what you rely upon.