Better Marketing Without Reform? - Forget It!




　

　

　

　

The current state of Marketing is such that the need for change and "New Models" are desperately needed.

The trouble is the "New Models" will not prove to be financially sustainable

without substantially changing the way advertising and media services are

organised. The first thing we must do to start to tackle the problem is to

embrace our lack of knowledge about the process of communication. We must allow

outside organisations to question the fundamental ideas that shape current

advertising. We must allow them to innovate and keep the money saved through

innovation. That way there is a chance that advertising and marketing will keep

improving without costing more. One thing is for sure. We can't carry on as we

are. Pretending that without reform our money will go further. This is

definitely the time for creative innovation in Marketing, not the ridged belief

that Marketing and Advertising can still show us all the answers to our

problems - it never has and it never will.

Our only hope lies in a fundamental re-examination of the Marketing values we

have lived by in the past 30 years. Our future depends not on whether we get

through this, but how deeply and truthfully we examine its causes.

So just when are we going to prick our bubble of denial?

Because the Advertising and Marketing world is living in a world of denial.

They use rhetoric that blurs their perceptions and have become addicted to the

world view it represents.

At the same time reinforcing themselves by a stream of cheery models engaged

in consumption and leisure, they shuttle from workstation to mall, increasingly

insulated by a media consensus that leaves out the rest of the world. We have

had a band of denial built around ourselves, thus this belief cost us the

capacity to self-correct. Thus this delusional self-image is finally catching

up with us. And make no mistake marketing will benefit hugely when reality

breaks through.

Marketing can baffle the most intelligent people. That is most

understandable, for a start, making large marketing investments accountable is

a very inexact science. They rely, to an unnerving degree on assumptions that

may or may not be, accurate!

And Shout-as-Loud-as-you-can advertising is proven less effective every day,

Clients are looking for ways to get closer to their customers and prospects.

Brands want to deliver engaging, entertaining and educational messages in

environments they create, not in spaces they rent.

Without a doubt Marketing and Advertising management is dying under the

weight of its own contradictions! The old world of simplistic marketing

strategies no longer works. Certainly the easy certainties of the past are

over.

Understanding why we shouldn't be advertising on the Web!

The Internet is part of a revolution that is causing business a lot of headaches. With its networked communities, based on trust and candour together with a huge contempt for corporate smugness.

Initially marketing ignored the net, then they had an awakening, and are now rushing headlong onto the Web thinking that this is the New Medium.

As a result Corporations, ably aided by their minions, the Advertising Agencies, are treating the Internet as a source of a mass market – which it isn't!

We must never forget that Mass Media existed to serve the marketing needs of Corporations – the Net was never created for that purpose.

Sadly however, marketing and advertising executives regard us as fools! For years they have become used to preparing ads, and sponsoring programmes that fit all their pie charts.

But their simplistic formulae's will not replicate on the Web, how do you, after all, sell advertising to billions of sources each with a handful of viewers?

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Then they said "Build a better mousetrap…", and they still didn't come!

Well perhaps the most stupid of concepts "Word of mouth marketing" is regarded as a better mousetrap…for the life of me I cannot figure out why!

Recently one highly regarded member of the Ad.Community said…"as most other conventional media have lost authority and commercial effectiveness, word of mouth is re-emerging. Whose word do we trust? Each others"!

Whoops, here we go again, setting up the excuses for advertising's failure, this time it is the media, who's next I wonder?

Once upon a time it was the creative people who were at fault, then they woke up to the fact that creativity was not the answer to the problem, which makes one ponder, when will they ever learn?

And that's one of the many problems that face advertising, so many "experts" in different fields, resulting in so many reasons for advertising's' failure.

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A guide in how to achieve advertising brilliance in these days of total confusion!

So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:

One: Believe in and develop total customer involvement and responsiveness.

Two: Pursuing and implementing two-way communication utilising existing
Media.

Three: Create a high degree of flexibility by empowering your customers.

Four: Face up to the fact that what went before is over!

Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising.

Six: The only thing you must believe in is constant improvement through the implementation of “conversations” with your customers.

Seven: There is no such thing as “above the line” and “below the line” those old fashioned stereotypes are gone…forever!

Seeking further information on how to open up conservations with your customer?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com





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To day, big business,

with their handmaidens, advertising & marketing have created mass media.

And the biggest mass medium is broadcast. And that is command and control management, complementing big business thoroughly. Both are all about imposing control top-down and both are driven by ratings, research and cost per thousand.

Sad for them people are turning away from ‘broadcast’ in their millions because of a number of reasons, they have acquired other interests and concerns which broadcast cannot provide. Plus the fact that people are heartily sick of the sterile pronouncements of corporations and broadcast media. And especially of advertisements!




If you want to discover more please visit: http://interactivetelevisionorinteractivetv.blogspot.com