It appears we spend a lot of our time online. And, for better or worse, the data suggests this is not going to change anytime soon. We see online replacing are traditional information and entertainment sources such as TV, newspapers and other print publications. We also see that while we surf the net we also seem to have lots of time for other activities as well. Who exactly came up with the concept of multitasking? And why? Lastly, on a down note, like Yin and Yang with good comes evil. A recent study by Cisco suggests that 90% of all emails are SPAM! The real question is why do these people not use all that effort and resources for good instead of evil!?
PRDA is Asia's leading social media management agency. We have an unmatched record of industry firsts and experience. A full service agency for Brands of all sizes. www.PRDA.Asia
Showing posts with label web. Show all posts
Showing posts with label web. Show all posts
Wednesday, 31 December 2008
Monday, 1 September 2008
Push to Pull: the Art of Attraction
If the 80's and 90's were the ME generation then the 21st century definitely welcomed in the YOU generation. The Internet brought interaction and individual participation into the advertising mix in ways never before imagined. And with this came a change in the way businesses needed to communicate to their consumers.
Traditional advertising centered around a one way dialog expounding the virtues and benefits of a product. The mechanics of traditional advertising did not allow for consumer content and response. The explosion of the Internet and Social Networks made consumer comments ubiquitous and instant and the age of Engagement Marketing was born. With this came a new set of communication dynamics that turned marketing on its head.
The carrot or the stick?
It used to be said that you “drove” consumers to your website. With over 15 billion web pages published and more every day it is unlikely that a consumer spoiled for choice will be “driven” anywhere they don’t want to go. Pull then becomes the necessary action. By creating content that is engaging and relevant to the consumer a relationship of mutual benefit is created.
So what is the new formula for success?
Simply put, make sure it is all about your consumers. As a business you are only relevant if you add value to their lives. It is necessary for you to clearly communicate your understanding of their needs and lifestyle.
Follow these simple guidelines:
- Don't start with what you want to say, think about what people want to hear.
- Place the emphasis on your customers, they already know you are selling something.
- Listen! When your customers ask a question take note and respond.
- Sell the lifestyle not the product.
In any relationship each person needs to give 50%. However, when you are trying to reach and retain customers you need to give more. Every one knows basic party etiquette. Talking only about yourself is a bore.
Traditional advertising centered around a one way dialog expounding the virtues and benefits of a product. The mechanics of traditional advertising did not allow for consumer content and response. The explosion of the Internet and Social Networks made consumer comments ubiquitous and instant and the age of Engagement Marketing was born. With this came a new set of communication dynamics that turned marketing on its head.
The carrot or the stick?
It used to be said that you “drove” consumers to your website. With over 15 billion web pages published and more every day it is unlikely that a consumer spoiled for choice will be “driven” anywhere they don’t want to go. Pull then becomes the necessary action. By creating content that is engaging and relevant to the consumer a relationship of mutual benefit is created.
So what is the new formula for success?
Simply put, make sure it is all about your consumers. As a business you are only relevant if you add value to their lives. It is necessary for you to clearly communicate your understanding of their needs and lifestyle.
Follow these simple guidelines:
- Don't start with what you want to say, think about what people want to hear.
- Place the emphasis on your customers, they already know you are selling something.
- Listen! When your customers ask a question take note and respond.
- Sell the lifestyle not the product.
In any relationship each person needs to give 50%. However, when you are trying to reach and retain customers you need to give more. Every one knows basic party etiquette. Talking only about yourself is a bore.
Sunday, 27 April 2008
If You Don’t Know The Answer, Ask Yourself
When you go to buy a new toy or plan a holiday where do you go for trusted advice? Well if you are like most people you spend some time on line doing some research, but you most likely ask a friend for recommendations. If this is the case, you are in good company.
A Neilson study showed that the top 3 sources for getting recommendations are:
78% from other consumers (friends)
63% newspaper articles
61% from consumers online they don’t know
The least trusted methods are:
34% search engine ads
26% banner ads on websites
18% text messages on mobile phones
So why are internet marketers continuing to push search engines, banner ads and text messages? The answer is simple, they will sell what they know, and not necessarily what is best. For too long, advertisers have delivered messages in one direction. Imagine trying to ask your TV a question?
Well, the internet is a social/ democratic medium. It is the first time in the history of mankind that everyone can contribute, comment and share ideas as a collective whole. When it is possible to have immediate access to personal endorsements or criticisms why look at advertisement?
We learn very early that advertising exists for 2 reasons:
1 it pays for the free stuff we get to watch
2 businesses have to convince us to buy stuff
So if you are a business and are wondering how to reach your online consumers, ask your self a simple question “what would I do”?
Advertising and marketing will be with us for a long time, but hopefully, online marketers will wake up and realise that the virtual world is a very different place.
A Neilson study showed that the top 3 sources for getting recommendations are:
78% from other consumers (friends)
63% newspaper articles
61% from consumers online they don’t know
The least trusted methods are:
34% search engine ads
26% banner ads on websites
18% text messages on mobile phones
So why are internet marketers continuing to push search engines, banner ads and text messages? The answer is simple, they will sell what they know, and not necessarily what is best. For too long, advertisers have delivered messages in one direction. Imagine trying to ask your TV a question?
Well, the internet is a social/ democratic medium. It is the first time in the history of mankind that everyone can contribute, comment and share ideas as a collective whole. When it is possible to have immediate access to personal endorsements or criticisms why look at advertisement?
We learn very early that advertising exists for 2 reasons:
1 it pays for the free stuff we get to watch
2 businesses have to convince us to buy stuff
So if you are a business and are wondering how to reach your online consumers, ask your self a simple question “what would I do”?
Advertising and marketing will be with us for a long time, but hopefully, online marketers will wake up and realise that the virtual world is a very different place.
Subscribe to:
Posts (Atom)