Marketing Works A Lot Better When You Get Consumers To Want It
from the it's-viral,-man dept
Despite the availability of all sorts of new media for advertisers to use -- the web, mobile phones, video on demand, and so on -- most don't seem to understand or embrace the real interactivity they allow. All too often, their new-media strategies rely on just reformatting existing old-media advertising, so VOD becomes nothing more than a vehicle to deliver standard TV ads, or the web a place to display smaller versions of print display ads. But slowly, some companies are realizing that instead of just using these media to push their advertising at anybody and everybody they can, they're much better off and their advertising is much more effective when they get individual consumers to pull advertising to themselves. A new breed of ad agencies are convincing companies that this sort of thinking should lead their advertising strategies, and that new media shouldn't be thought about only at the end, after a traditional agency has created the big 30-second TV or magazine ad. One significant difference with these companies is how they bill for their services: they typically tie their fees to growth in their customers' businesses, rather than using the antiquated agency billing model based around retainers, hourly rates and media-buying commissions. As one agency exec says in the original article, this is backwards: traditional agencies are charging high prices for what are commodity services, while undervaluing the creative work that's actually worth a premium. The idea that advertisers need to do more to engage consumers, particularly when using interactive media, certainly aren't new. But with companies increasingly moving their advertising dollars away from television, perhaps they're starting to catch on.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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The point being?
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Sustainable
In a way, it's the same as the excitement generated when a big-name band decides to give away a free mp3. It's different and unique. If EVERY big-name band does it, however, then the effect is pretty much nullified. Everyone is doing it, ergo, it's no longer news.
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Re: Sustainable
Ad companies have become wealthy based on ineffective campaigns which copy each other. Now that they're being asked to earn that wealth by actually coming up with creative marketing, they're unhappy because it's hard. Well, hard for the personnel who have grown up in that mindset, at any rate.
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Re: Re: Sustainable
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Well...
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Actually, its the other way around
In fact, I am getting pretty tired of seeing iPod ads, as well as advertising for products that really do not need advertising.
The world is quickly revolving around advertising, and I am getting pretty sick of it. Ad agencies are making billions for doing nothing more then hounding consumers and begging them to buy the products by companies that give them top dollar. I can not browse the web, watch TV, watch a movie, or even drive to work without being bombarded by ads.
The bottom line is, stop it. I mean, I buy things like laundry detergent because it was the one item on the shelf that was on sale. I do not care if its because I saw an ad on TV about Tide laundry detergent. Instead of Tide wasting millions on advertising, save the money and just make their product $1 cheaper then their competitors, they will seill more product that way.
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Re: Actually, its the other way around
Secondly, everything cost money and the cost is offset by advertising so unless you want to pay way more for your tv, cars, internet, newspapers, magazines, or anything else that uses advertising than you better get used to it.
it is true that ads that don't pertain to you personally suck and annoy and that my friend is the main problem with advertising right now. But with new technology the goal is to only serve you with ads that contain products you are interested in.
Third if ads didn't bring down the cost of media consumption then our 4th estate would be in more trouble than it is in now.
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Permission marketing isn't new and it sure is sust
Agencies cry because it's hard, but guess what? It's reality!!! Nobody wants to get beaten over the head with PUSH marketing anymore. Adwords makes hundreds of millions from surfers pre-qualifying themselves with contextual keyword searches. Why not serve up interactive TV ads with products that are actually placed in the show themselves? Like that glass your favorite star is using to drink that WolfBlass Red Label? Just press a key on the remote to view the commercial or product details. Of course, this model makes life more difficult because you need the network approval, product placement agreements, and the technology from the service provider to execute. But hey? That's the future! Why? Because it's contextual and permission based.
Revenue model? I think it should be based on perceived value. High value = big money. Low value = pocket change.
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Re: Permission marketing isn't new and it sure is
I'm imaging that scene in "Fight Club" when Jack's condo becomes the 3-D Ikea ad.
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All Fine and Good...
They are a spectrum of methods in the gattling gun of sales, and assuming that any ONE of these is suddenly... "THE FUTURE" (insert Doc Brown inflection here) is a capital "M" mistake.
Sometimes its easy to take a "they just don't get it" attitude, but that doesn't make it the right attitude. Hey, I guess that attitude "sells", doesn't it?
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