Why Advertising doesn't work in the Web!

Many Marketing and Advertising people only understand the mass-media business model, exemplified by TV. The problem? The old media perspective is also characteristic of the many so-called New Media analysts who take an unbelievable non-strategic view of the Web and analyze it purely in terms of "eyeballs"!

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Interactive Communication & empowerment

The primary strategic marketing communications battle from now on will be to see who goes furthest in empowering their customers.

To empower your customers you will have to:

Provide them with far more information than you currently do.

Shopper’s Voice, through Programmed Instruction, provides far greater choice and information than conventional advertising.

Allow them to make decisions about you and your company together with your resources.

Shopper’s Voice through the “Event” format gives your customers plenty of choice. Additionally it provides your customers with the perception of control!
Shopper’s Voice allows your customers to make decisions about your company and your products.
Additionally the copy “Your opinion is important” and “We will listen to what you have to say” allows your customers to feel that they are running your organisation!
Because of this Shopper’s Voice will tighten your relationships with your
existing customers therefore increasing the revenue you get from each customer.
And the only form of communication that can do all the above so that you do tighten your grip on your customer is…. Interactive communication!

Because interactive communication allows you to have an ongoing debate with your customers and your prospects, make regular interactive conversations available where they can debate not only about your products and services but the very soul of your company. Because that will be much more powerful than just putting your advertisement on television (or wherever) or I’m going to sell my goods in Tesco (or wherever).

Then, when you get asked, “Who’s running your business?” you can honestly reply, “My customers through genuine interactive programmes!” and earn major brownie points!

Sky & Virgin Television…

...A disgraceful episode that exposes “Top Down” management at its worst!

So Sky & Virgin, you obviously don’t think that you ought to start a regular dialogue with your subscribers!

Because the disgraceful public row you both have had very recently provides enough evidence that you really still haven’t got it. Your advertisers are not that important to you, certainly your very own Top Management is not important to you, after all they are in the process of ruining your business!

As they said in a recent American Presidential Election…”It’s your viewers stupid.”

This headline says it all. “Sky channels disappear from Virgin cable TV.”
And, low and behold, in the day when viewer/consumer empowerment is causing great concern to the advertising/media industries. These companies decide, arbitrarily, to remove Sky’s basic channels from Virgin’s cable platform “in the early hours of yesterday morning after an extended and unedifying public spat between BSkyB and Virgin Media”


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So just who is running your organisation?

Your customers, that’s who!

Or should be!

So don’t you think that you ought to start a regular dialogue with him or
her, as the case may be?


The word empowerment is a very overused word. However in the near future the primary strategic marketing communications battle will be to see who goes furthest in empowering their customers.

To empower your customers you will have to:
1. Provide them with far more information than you currently do.
2. Allow them to make decisions about you and your company together with your resources.
3. Give them plenty of choice.
4. Give them the perception of control!
5. Allow them to feel that they are running your organisation!

Because anything that tightens your relationships with an existing customer increases the revenue you get from your customer.

And the only form of communication that can do all the above so that you do tighten your grip on your customer is….interactive communication!