This is all so strange, we are talking here about an unproven medium, where any number of well respected people have voiced opinions as to the appropriateness, or otherwise, as to using the Internet as an (traditional) advertising medium. Jerry Della Femina claims that most online advertising creates resentment, working to shut down attention rather than elicit interest. Zergio Zyman feels that banner ads are a joke, and Della Femina goes on to say "…and figure out different ways to reach people but we're not going to reach them by advertising on the internet".
Well it has AdLand and the Media industry up in arms, together with a host of other Top-Down-Management Corporate names, like Microsoft; AT&T; AOL & Yahoo about various concerns.
Frankly in the case of Microsoft it surely must be the case of the pot calling the kettle black! Both Microsoft and AT&T have faced anti-trust charges in the past, with Google Co-founder calling Microsoft "A convicted monopolist".
And in creeps that accountant turned Ad Man, Sir Martin Sorrell, "One of the most powerful voices in advertising", which, in my opinion, says a lot about the state of advertising to day.
It appears that there is growing concern in AdLand about Google's online dominance.
This is all so strange, we are talking here about an unproven medium, where any number of well respected people have voiced opinions as to the appropriateness, or otherwise, as to using the Internet as an (traditional) advertising medium.
Jerry Della Femina claims that most online advertising creates resentment, working to shut down attention rather than elicit interest. Zergio Zyman feels that banner ads are a joke, and Della Femina goes on to say "…and figure out different ways to reach people but we're not going to reach them by advertising on the internet".
In Marketing Management, Philip Kotler had this to say, "To remain effective and profitable, marketers must strike the delicate balance between the ineffectiveness of trying to be all things to all people through mass marketing, and the cost prohibitive extreme of completely customising a marketing mix to each individual".
Doesn't this logic admit that mass marketing is a thing of the past?
And isn't the Internet a highly sophisticated form of mass marketing? You have to remember that it is all being driven by the mass marketing mentalities of AdLand and associates. All driven by data based technologies which invariably boil down to marketing to a mass of niches, make no mistake about it, the purportedly "Personalised" approaches" to customers remain a form of mass marketing.
What Top-Down-Management hasn't cottoned on to is the fact that the Internet is a bottoms-up medium (if that is what you would call it!) – and people are connecting with each other and most certainly not with advertising. On TV commercials may create brand awareness, on the web they only create annoyance!
Meanwhile back at the ranch Online advertising remains a relatively small part of the over-all advertising market - £2 billion out of a total of £17 billion in the UK but it is growing rapidly – by as much as 41% last year.
Meanwhile Top-Down-Management is doing its bit to help mediocrity maintain its presence within the Advertising world, already it appears that they are fiddling the books. Clients have already noticed discrepancies between the number of clicks (per online ad) that Google has charged them for and the number they reach by their own assessments!
Nothing has changed in AdLand…nothing at all!
And the sad thing is that all of this need never to have taken place, there is a substantially (and proven) more effective method of communication available, which uses existing media. It is called Interactive Marketing Communication, and it is available to you right now!
Social Media – An epic tulipomania in the making!
The Internet is not an advertising medium, people log onto the Internet to go somewhere, not see advertisements!
Have you heard the one about Super-bowl Ads?
How much longer can Clients go on paying $3 million for a 30-second spot that doesn't wotk?
Rethinking Marketing Strategies: A Call to Chinese Entrepreneurs
In an era where the Chinese economy is making remarkable strides, it's crucial for Chinese entrepreneurs to critically evaluate the effectiveness of traditional advertising methods. The Western world's advertising industry, often perceived as superior, is increasingly being challenged by evidence suggesting that advertising may not be as effective as once believed. This article delves into the pitfalls of conventional advertising and explores the need for innovative communication strategies in the 21st century.
