Brands need to take notice of the amazing opportunities available to them
right now, opportunities that have laid dormant because of the strangle hold
ad agencies have had on the marketing communications process until very recently.
All advertising is a form of learning, education and game playing should
become the new promotion.
Consumers have a huge desire for brand knowledge and learning, and far prefer
facts and storytelling, this mean more to them than a celebrity spokesperson or
a catchy tag line.
This allows your customer to exercise their own "personal discovery" on their
Another problem facing Brands is the fact that marketers tend to overestimate
the value of what they already have and have, as a result, become loss averse,
this makes them overestimate the value of what they have and support the status
quo together with stability! So marketers need to sharpen their act, check their
egos, open their minds and embrace new ways of marketing communication it will
be well worthwhile.
Internet Advertising will rapidly lose its value and its impact, for easily understood reasons. Pushing
a message at a potential customer when it has not been requested and when the customer is in
the middle of something else on the Net, will never work as a major source of revenue for most
The Internet is participatory, like exchanging stories around a camp fire.
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 vast amounts of
literature to support this.
Customers do not trust advertising. Research has shown that messages
attributed to a commercial source have a much lower impact. Research has also
show that advertising is the least-trusted source of information on products and
services. The fact is consumers do not want to view advertising, and mostly
consumers do not need advertising.
The internet is all about freedom. A free population will not be held captive
and forced to watch ads. Marketing must take its share of blame for the economic
crisis. Management's greatest concern should be what a company stands for, not
adding more services to sell to consumers.
Why are so many of our major industries in trouble, beyond the current
economic meltdown? And why is marketing not being blamed for its share of the
If you read the business press, you probably noticed the absence of any
discussion of marketing and marketing strategy as it relates to the economic crisis.