Several decades of non accountability has camouflaged severe structural flaws in Marketing.



What is constantly missing though is a vision for advertisings'

future. There exists now an opportunity to reshape the landscape of Marketing

and Advertising. But it requires boldness and courage! Competent

brand advertising generally does not fail, but people's

exotic expectations of its outcome do. Advertising lacks consistently dynamic

effects, once again because of competition. Only Interactive Communication

consistently persuades people to change what they feel and buy!

The danger of offending the viewer is where advertisers in the modern age run

into trouble: in a desperate attempt to grab the consumers' attention,

advertisers are creating what is known as ad clutter. It's a non-stop blitz

of advertising messages; everywhere we turn we're saturated with advertising

messages trying to get our attention. We've gone from being exposed to about 500

ads a day back in the 1970's to as many as 5,000 a day today. It seems like the

goal of most marketers and advertisers nowadays is to cover every blank space

with some kind of brand logo or a promotion or an advertisement, Marketers have

found a way to use parking stripes, postage stamps and floors, even buses and

buildings, it's all an assault on the senses.

We have to screen it out because we simply can't absorb that much

information. We can't process that much data,and so no surprise, consumers are

reacting negatively to the kind of marketing blitz; the kind of super saturation

of advertising that they're exposed to on a daily basis." The conundrum

for modern day marketers is how to cut through the clutter without alienating

the consumer. All of this marketing saturation that's going on is creating

this kind of arms race between marketers where they have to up the ante the next

time out because their competitors have upped the ante the last time they were

out, and the only way you can win is to have more saturation -- be more creative; be more

outrageous. Result? More clutter and less accountability! That's why we need interactive

marketing Communication.