Long gone are the days of mass advertising. Information is right at consumers' fingertips. They are no longer opinion-less recipients of controlled corporate messages. Today's consumers are smart shoppers. The power has shifted from business to consumer. How do you not fall victim to negative user reviews or having to provide the lowest price points to survive? How do you prosper during this time of absolute advertising adversity?
A lot of new marketing agencies have sprung up, promoting that they are a new marketing company or that they are experts with new media. Well, the reality is that new becomes old pretty fast. Marketing leaders develop new ad models to overcome current challenges, but the new ad model quickly starts to be ineffective and face challenges. The advertising model life cycle keeps getting shorter. After DVRs were invented, advertisers moved TV spend to online spend. At first, corporations saw great returns on their online investment, but then users stopped clicking. CPC becomes CPM and CPA. Current ad tactics will always be ineffective and new tactics won't be effective for long. As soon as a new ad model is launched, consumers rapidly figure out how to avoid and ignore that too.
Did you ever stop to wonder why people don't like being advertised to? Because people don't like being a target. Stop thinking of your prospects as targets. Turn you customers into strategic partners. Stop counting clicks and start measuring your relationship equity with consumers. Like any relationship, it’s about trust. Compete on price and consumers will “cheat” on you the second your competitor offers a lower price. Your current customers are your most valuable asset to the sustainability and success of your business. Treat them with respect. Be open, honest and fair. Let them play an integral role to the growth of your business. Listen to them. Let them help you shape your product lines and ad strategies.
It’s not traditional media vs new media. It’s about effective media.
It’s not marketing as a science vs marketing as an art. It’s about marketing as life.
It’s not push vs pull promotion. It’s about businesses and consumers coming together.
It’s not interruptive vs subliminal. It's about a conversation.
It's not mass communication vs one-to-one communication. It’s about real, non-BS communication.
It's not demographic targeting vs behavioral targeting. It’s about relationship building.
CPC vs CPM? What about (CPR) cost per referral? (Turn your best customers into evangelists and let them drive clicks, impressions and action)
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