It appears that there is growing concern in AdLand about Google's...
...online dominance. This is all so strange, we are talking here about an
unproven medium, where any number of well respected people have voiced
opinions as to the appropriateness, or otherwise, as to using the Internet as an
(traditional) advertising medium.
Jerry Della Femina claims that most online advertising creates resentment,
working to shut down attention rather than elicit interest. Zergio Zyman feels
that banner ads are a joke, and Della Femina goes on to say "and figure out
different ways to reach people but we're not going to reach them by advertising
on the internet".
In Marketing Management, Philip Kotler had this to say, "To remain effective
and profitable, marketers must strike the delicate balance between the
ineffectiveness of trying to be all things to all people through mass marketing,
and the cost prohibitive extreme of completely customising a marketing mix to
each individual". Doesn't this logic admit that mass marketing is a thing of
And isn't the Internet a highly sophisticated form of mass marketing? You have
to remember that it is all being driven by the mass marketing mentalities of
AdLand and associates. All driven by data based technologies which invariably
boil down to marketing to a mass of niches, make no mistake about it, the
purportedly "Personalised" approaches to customers remain a form of mass
What Top-Down-Management hasn't cottoned on to is the fact that the Internet
is a bottoms-up medium (if that is what you would call it!) and people are
connecting with each other and most certainly not with advertising. Only TV
commercials may create brand awareness, on the web they only create
annoyance! Meanwhile back at the ranch Online advertising remains a
relatively small part of the over-all advertising market, £2 billion out of a total
of £17 billion in the UK but it is growing rapidly by as much as 41% last year.
Meanwhile Top-Down-Management is doing its bit to help mediocrity
maintain its presence within the Advertising world, already it appears that they
are fiddling the books. Clients have already noticed discrepancies between the
number of clicks (per online ad) that Google has charged them for and the
number they reach by their own assessments! Nothing has changed in
AdLand, nothing at all! And the sad thing is that all of this need never
to have taken place, there is a substantially (and proven) more effective
method of communication available, which uses existing media. It is called
Interactive Marketing Communication, and it is available to you right now!