For those who want to provide continuous, growing customer value, they will need to provide marketing in a growing variety and array of mediums.
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There is no such thing as a pure Internet play as far as marketing in most businesses goes. In the same way there is no such thing as a radio, television, podcast, direct mail, or whatever plays.
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I’m not going to rehash all that now, but I do want to show you the example of Google and then you can believe that this is so.
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Google’s VP of advertising sales, Tim Armstrong, is more than hinting that they are eyeing expansion into traditional media. He says, “Our advertisers and publishing partners want to run their ads everywhere that makes sense for them, as long as it's profitable… The notion is...we're able to help advertisers break into other media, such as print, radio, and other areas.”
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He was quoted while speaking at the Software and Information Industry Association in
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Another hint of this becoming a reality soon is there recent purchase of dMarc, which through the means of an online interface; insert ads into radio and TV.
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The way this is being said, to me, speaks volumes concerning what I’ve been talking about in the use of online mediums only.
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What is the reason behind all of this?
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I believe, in the at least, that the audience that has grown up with the Internet, has pretty much been tapped into. Now, following behind them are those that grew up with other media. These don’t want Internet only. They do not only use one means of technology to interact with what they want.
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Look again at what he say, “Our advertisers and publishing partners want to run their ads everywhere that makes sense for them.” This is a nice way of saying that there is a demand from there partners to enter into other means of advertising and marketing. Why? Because, in turn, the end-users - their customers, are demanding it of them.
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There is no escaping this trend. You must begin to think of multiple strategies. You competitors surely will.
» The Four Stages of Marketing Cycles from TheAlphaMarketer
Since the beginning of marketing, every time a new piece of technology or innovation comes along, we go through several stages that have been historically true no matter when it was. There are basically four stages that you can... [Read More]
Tracked on: February 8, 2006 10:21 PM | Permalink to Trackback