I thought I would share with you one important aspect of what he had to say yesterday and that was "leadership, authenticity, and consistency". Now that the age of the "TV industrial complex" method of marketing is dead (2000 years since its inauguration), we have been, and are, moving into the new age of "business exposure".
Let me explain TV industrial complex. First of all, the action of the complex is this: company buys advertising space, puts an advert out to a mass market who he knows tunes in at the same time, makes money, buys more adverts …. And so the cycle continues.
However, this is what it means to you and me a.k.a. the consumer. Halfway through “Coronation Street”, we get some bloke running in our room shouting “CILIT BANG! BANG AND THE DIRT IS GONE!” and then he’s gone again. Moreover, you and I as the consumers have no choice to watch it unless we want to go for a pee or put the kettle on. This has been going on for centuries, but on the internet we call it SPAM!
TV/Radio advertising is SPAM, we have no choice on the TV or radio … but we do on the internet (lets face it Vanessa put up a post a few weeks ago “what’s happening to loveproperty” and look at the replies she had!) … if sites or marketeers continually spam we just go to another site. Moreover, if marketeers continually spam or are inconsistent and unauthentic with their message we will go to another site or just won’t do business with them.
From what I can see most marketing treats clients as if they are dense, and more importantly the client has very little chance of learning about the product or person they are buying. They were just “battered” by advertising and then “battered” by the kicking they got afterward because they bought a bad product, or trusted someone who did not have the right qualifications in the first place!
The Church understood this (the biggest blue-chip in the world is the Catholic Church). When books were first introduced to the populace, they were written by Monks, therefore, from day one the ad break did not feature Barry Scott and “Cillit Bang” but some chap with a pious nature. The rest is history.
The Church made a following out of advertising knowing that the people who they were advertising to had very little other choice.
Then came radio. Then came TV. The method was always the same: get a bunch of people together en-mass and subscribe to their fear and greed
Even now the method is the same: $2.6m for a 30 second advert during the Super Bowl !!! But the power of that is dying… I would argue is dead, but no one wants to let it go!
Why? Because you cannot apply that method to the internet.
How do you know what web-sites people are on at any one time? If you did know, how do you know to keep them watching your ad’ … it’s not like “if they didn’t they would miss the end of “Coronation St” … is it?
Now consumers have a choice and, just as importantly, they know it.
They do want to be “sold to”. They are consumers, but now they will dictate who they buy from … because you can’t hide on the internet.
1. No longer will clients follow a leader down a dead end;
2. No longer will clients put up with "inauthentic" messages;
3. No longer will clients put up with inconsistent messages.
They don’t need to, for the first time the Client will choose which advertising he/she will be exposed to … they will decide based on what they see or find on the internet.
The internet dictates that anyone who does not measure up will fall by the wayside. Darwin was right there, evolution is taking place as I write.
So it would appear to me that, whilst we still seem to have “marketeers” using an out-dated method of marketing, we can sit happily in the knowledge that they will become extinct. Not by our hand, you understand, but by their own.
