Wednesday, March 22, 2006
Consumers can't hear you scream
Advertisers used to work on the theory that he who shouts the loudest for the longest period of time gets the attention of the crowd. There are two flaws to this idea in the modern market place. The first is that there are very few crowds any more, without this crowd there is no mass for the mass media to target. Marketing has to become much more nimble and work much harder to earn the attention of those who have traditionally been found in front of a box paying attention to your advertising. The key words here are paying and earning. Marketers need to earn the attention of their audience, without this attention it is like shouting at a crowd with ear plugs. If you have been on the tube in London recently you will notice that this is literally true, everybody is plugged into headsets in their own little worlds.
Marketers need to get consumers to want to remove their headphones and listen, to engage in dialogue and to market with rather than at consumers.
Marketers need to get consumers to want to remove their headphones and listen, to engage in dialogue and to market with rather than at consumers.
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So true and it seems likely that it will continue down that route for a while yet. We are going to become more and more able to filter the content that we want to view and receive and so marketers are going to have to provide information in a less obvious way. For me, the concept of educational marketing and its application through business blogs (which is an area of interest for me) together with RSS is likely to gain more and more ground over direct advertising. Allowing the consumer to feel more in control and making their own decisions on purchases, while at the same time creating a relationship / dialogue with them, will result in a longer term customer and probably active supporter of your product/service.
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: Wednesday, April 12, 2006 8:37:00 am
: Wednesday, April 12, 2006 8:37:00 am << Home
