New Marketing Approach

For years the word “marketing” has been associated with the creative advertising agencies that manage the big spending media buy accounts however, in today’s marketplace with technology constantly changing, new rules must be applied.

Television, radio, and print were at one point the only form of advertising and public relations used to be exclusive but little did they know that the digital era would alter the rules of communication. See what happens is, many of these agencies make prior commitments with the traditional mainstream outlets. Often times they’ll sway clients into buying those same exact channels voicing that research and analysis have proven that stream of advertising to be the best forum for their message delivery, however, is that in fact the real case? Yes, guys watching football on TV drink plentiful of beer so perhaps it makes sense for a mass marketer like Budweiser to advertise during the NFL broadcast but perhaps not as effective for a small microbrew company like Polar that appeals to a small niche audience. Big media advertising buys may work for mass appeal products but it most definitely won’t work for local services, niche products, special events, etc.

In addition, those same advertising agencies employ creative people to sit in these ultra chic offices to dream of fascinating new ways in how they can interrupt consumers and grasp their attention so that they deliver an effective one-way message, that note will be broadcasted during the highest rating programming with the hopes of reaching more viewers. Just notice next time when your watching your favorite show what your doing during the commercial break. Problem here is, people today don’t trust advertising and for years marketers relied on getting audience members to stop what they were doing to pay attention to their message. In order to obtain a distinctive result advertising must be integrated and require participation. It’s about customization and delivering content via an open line of communication.