Do You Understand Why We Need Interactive Communication - urgently?

　


Quite simply it is the human desire for interaction.

All advertising is a form of learning whereby the advertiser is asking people to change their

behaviour after learning the benefits of the products or services on offer. However, we all

tend to filter out information that we do not want to hear. This clearly alters the effectiveness

of conventional advertising in quite a dramatic way.

The final purchase decision is invariably a compromise and this leads to a certain amount of

anxiety; the worry that perhaps the decision was not the best or the right one. In order to

minimize this anxiety the purchaser seeks to reinforce their choice and begins to take more

notice of their chosen product's marketing communications. Additionally we have created a

media society during the past 40 or 50 years, where the whole communication process has

been de-humanized and depersonalized.

Together with an extraordinary reduction in interaction because conventional media together

with advertising and marketing have become a one-way practice whereby information is

disseminated in a passive form. People have this desire to be taken account of. To affect

change, to learn and personalize their relationship with their environment. There are a

phenomenal number of reasons that cause people to interact, going far beyond just giving

them things.

When people agree to participate in truly interactive marketing programmes they are told that

their efforts and feedback are of positive help to the advertisers. Additionally the attraction of

interactive communication is that it is a return to the prehistoric human fascination with telling tales!

　

People long for more connection between what we do for a living and what we genuinely care

about. We long for release from anonymity, to be seen as who we feel ourselves to be

rather than the sum of abstract metrics and parameters. We long to be part

of a world that makes sense rather than accept the accidental alienation

imposed by market forces too large to grasp; to even contemplate.

Commerce is a natural part of human life but is has become increasingly

unnatural over the intervening centuries, gradually divorcing itself from the

very people on whom it depends, whether workers or customers. The result has

been to create a huge chasm between buyers and sellers.

Advertising's failure! Conventional advertising has failed the natural human need for social

interaction. We have created a media society during the last 30 or 40 years

where there is an extraordinary reduction in interaction because of the one-way

and more passive form of information that exists. People desire to be taken

account of, to affect change, learn and personalize their relationships with

their environment. These psychological and sociological factors are part of the

incentive to interact with advertising.

　

　

　

We must dismiss the meaningless word Subliminal"

Can we please dismiss the meaningless word "Subliminal" from our advertising

jargon!

There was -- and still is -- little proof that these efforts to engineer action

through manipulation of the unconscious led to any behavioral changes

favorable to specific marketers. As for James Vicary's experiment in

subliminal advertising -- it was a hoax: Vicary later admitted that he

hadn't done what he'd claimed. Several subsequent studies of the

effectiveness of embedded messages have shown it to be virtually

impossible to use them to produce specific, predictable responses.

Still, faith in the power of the media to induce millions of people to

act contrary to their better judgment or conscious desires remains

profound. More than three quarters of the U.S. population currently

believes that marketers use subliminal messages to sell products or

services, according to the Journal of Advertising Research; consumers

themselves spend some $50 million annually on subliminal self-help

products, such as audiotapes that are supposed to teach one a foreign

language in one's sleep.

There is only one form of effective, accountable advertising and that is Interactive Marketing

Communication.

SHOPPERS' VOICE - YOUR DIALOGUE BETWEEN BRAND & CUSTOMERS!

The days when Media Planners could rely on the TV Sets being the entry point of choice for entertainment seem long gone!
Just getting your brand noticed is not enough - Shoppers' Voice based marketing is your answer.
Making a Game out of your content is easy when you use Shoppers' Voice!

SHOPPERS' VOICE IS THE BEST EXAMPLE OF "COLLABORATIVE MARKETING"!

Multi-Branded, Shoppers' Voice alters the way people perceive your advertising, instead of being seen as an interruption your advertising becomes a meaningful source of information! Thus making your advertisement totally interactive,totally accountable,totally effective"

Contact paul.ashby@yahoo.com

How to avoid getting left behind with the dinosaurs and cooking the

Sunday Lunch!


Perhaps this little anecdote perfectly sums up what can easily happen
to stymie progress in advertising/marketing or life generally. And perhaps why youngsters in advertising to day find it difficult to step out and challenge the orthodoxy! By the way forgive me if you have already heard it, it still is a good illustration as to why we have problems in advertising these days!

The story, as I was told it, goes that a newly married man sees his wife
trimming off the last few inches of a large joint of meat before she
puts it in a baking tray for their Sunday lunch.

Never having seen meat prepared this way he assumes that it is
something to do with ensuring the meat is extra tasty so says nothing, however after a few weeks of seeing this he asks why his wife does it.

She explains that this is how her mother taught her to roast the meat,
she doesn't know what the secret is but there is a good reason for it!

A few weeks later the couple are eating with the wife's parents and he
asks his mother-in-law why she cuts the end off the meat before putting
it in the roasting tin. She tells him that she doesn't know but that
she remembers seeing her mother do it.

So a few weeks later he gets the chance to ask his wife's Grandmother
why she cuts the end off the meat, is this in fact the secret to a great
roast?

Her reply is simple, her husband always used to bring home a piece of
meat that was far too big for the roasting dish so she always had to cut
the end off to fit in the oven!

So here's the thing, so often we do things just because we always have
or worse, because other people always have. We don't stop to think
about why we do things and ask ourselves if this is the best way. Often it
used to be the best way but things have changed and we have never
reviewed what we are doing.

My advice is to question everything that you do and ask if this is the
best way in the current circumstances and with the technology
available. If you don't know then test different approaches and see if what you are doing is still the best approach

And never be tempted NOT to do things just because nobody else does or
because some body who has no experience but big opinions tells you that
you shouldn't!

Best of luck


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Finally the truth that dare not speak its name

is beginning to emerge!

The age of the 30-second TV commercial is over.

There’s a lot of hand wringing on Madison Avenue these days. Companies like Virgin Atlantic are concluding that advertising on TV is too pricey and the effects too difficult to measure.

The industry must adapt to a coming world where consumers enjoy total control and will no longer tolerate tedious commercials that hold them hostage to messages they care nothing about.

And the best way for you to go is with:
Interactive Marketing Communication.

Would you like more information as to just how effective interactive communication is? Then please take the time to visit: http://effectiveaccountablecommunication.blogspot.com