Wednesday, 12 December 2012



As your products come to reflect the information provided by the genuine conversations of interactive communication,

instead of the ballyhoo and adversarial marketing tactics that poses as

marketing today, companies will be far better served, and so will their


Oddly enough with Interactive Communication, companies can have everything

they've always wanted. Greater market share, customer loyalty etc. etc. All the

empty promises that advertising has been promising their clients but failed to


To day, big business, with their handmaidens, advertising & marketing

have created mass media.

And the biggest mass medium is broadcast. And that is command and control

management, complementing big business thoroughly. Both are all about

imposing control top-down and both are driven by ratings, research and cost

per thousand.

Sad for them people are turning away from 'broadcast' in their millions

because of a number of reasons, they have acquired other interests and concerns

which broadcast cannot provide. Plus the fact that people are heartily sick of

the sterile pronouncements of corporations and broadcast media. And especially

of advertisements!

I close by making the observertation that we live in surreal times when we

are asked "online Marketing Vs Traditional Marketing, which is more


Well neither of them are even proven as effective. Eric Clemons, Professir of

Operations & Information Management @ The Wharton School of the

University of Pennsylvania, argues that the Internet shatters all forms of


The problem is not the medium, the problem is the message and the fact that it

is not trusted, not wanted and not needed.

There are three problems with advertising in any form, whether broadcast or

online. 1) Consumers do not trust advertising,2) Consumers do not want to

view advertising and most important 3) Consumers do not need advertising!

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