« the good ones | Main | west coast road trip »

earn it

There is much debate going on about media. I've been reading about it from a variety of point of views. Albert Wenger, a venture capitalist, posted recently about brand advertising. The Ad Contrarian claimed the reports of the death of TV are exaggerated. Tech Crunch explained why web based advertising is failing. On the surface these posts are unrelated but have everything to do with one another. The unifying theme is what the future relationships between brands and consumers will look like.

6a01156f4ae097970b01156ecfc269970c-800wi

Despite differing points of view I hope we can all agree on one thing, the way consumers send and receive media has changed dramatically and will continue to do so. The traditional mode of reaching consumers isn't adapting quick enough to keep up. We must accept consumer attention can no longer simply be purchased. There are too many options and unwanted messaging is easily avoidable.

If I were a CMO today I'd long for the day when my strategy consisted of buying time on M*A*S*H* and taking out a full page spread in Time magazine. It was a one stop shopping formula to reaching a mass spectrum of consumers. Today, the opportunities to capture a devout and attentive audience are rare with the exception of the occasional event program (Superbowl, Oscars, American Idol Finale). This doesn't mean the consumer is elusive. In fact, the irony is consumers have never been easier to find but never harder to reach

6a01156f4ae097970b01156ed6b26f970c-800wi

As I see it brand/consumer relationship is analogous to that of a married man to his mistress. For years the affair was a simple proposition. He wined and dined her. Bought her jewelery. Paid her rent. In return he got laid and left guilt free at the end of the evening. After years of this pattern, the mistress begins to feel used and unsatisfied. She desires more than material goods. She wants conversation. She wants to be listened to. She wants to be in a relationship. Much to the displeasure of the adulterer, sex can no longer be bought. It has to be earned. I believe the same thing is happening today with the brand/consumer relationship. Brands must earn consumers time not simply purchase it. The problem is they don't know how and don't seem eager to learn.

The first step is to stop the monologue and begin a dialogue. Start listening and responding. Marketers understand TV, radio and print. They remain effective but no longer as dominant. No need to abandon them. However, brands need to become equally adept at mastering the language of social networking, blogging and online content. This begins with investment in new business models. Accept more will fail than succeed. Unfortunately the only method of determining the ones that work is by putting the resources and will behind them. The brands that invest in unlocking the code will develop genuine relationships with their customers, as well they should. They earned it.

in Branded Entertainment

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

I think as soon as things appear to change there are two distinct groups, one who says "it" is over and the other who says "it" is stronger than ever.

I think advertising tends to be aspirational. At the moment with the economic woes most people are worried what their place in the world is going to be? will they lose their job? if so, what will happen? etc. They are in a slight panic and in no mood to be sold to. They are avidly consuming "good information" (where to extend their paycheck, etc) anywhere they can find it. Of course, there is the complimentary of that which is they want to be entertained in any way they can. To have a little levity.

I hope that makes some sense. Thanks for yet another thought provoking post.

re: Pics

Not much happening in the 'hood (as per usual).

I think you're right - consumers have never been easier to find. what content creators/networks don't get (for the most part, spare Gary V and a few others) is that in order to survive and continue making these shows they're going to have to take part in the transaction.

and in terms of marketers figuring out social networking etc - in theory it sounds great. but most companies don't have the open and honest culture, nor the relationship with their customers/clients that it takes in order to survive in the equal playing field that is the internet.

you'll see, some huge company is going to come into twitter with all the weight of top PR and Ad agency support, and one powerful consumer on twitter, that doesn't like their product, or message or whatever will have the ability to successfully negate their entire entree into that arena.

Thanks for the links.

I think this is an excellent post. Huge opportunities for those brands that are willing to work...and the low hanging fruit easy marketing of yesterday is over. Great to be part of this transformational era.

thanks for the comment, jeff. it also gave me a chance to check out your blog. i like it a lot. i'll make sure to visit it regularly.

Great post, I'd like to add the notion that Social Media and Branded Content are two sides of the same coin, and deployed successfully will earn brands exposure and engagement.

There will always be a market for the monologue directed at low hanging fruit because there will always be low hanging fruit.

But, consumers are over sturated with advertising and commercials. Thank you Google for ruining the Internet with so much advertising that we have now learned how to ingnor it. And thank you again Google for teaching us how to ignore advertising. Such is the nature of a double edged sword.

I think when advertisers learn how to entertain us then the dialogue will begin. Think of the Kung Fu Bear Ad by John West Salmon. It's simply hilarious! You can guess the results.

Dude, web based advertising is hardly failing. If anything, its growing. It just needs to innovate more. Its not as simple as it once was, but even with all the banner blindness and regulations, its still booming.

Pretty photos!

The unifying theme is what the future relationships between brands and consumers will look like.

thanks for the links and info !

This is a nice post about consumers and social media. I have got some important information here. It will help me in future.

I also read the similar article on Tech Crunch about Web based advertising. I think in some cases it works very nice and can bring traffic.

Web based advertising is a part of online advertising. Tech Crunch report has shocked me. I read the report carefully and it said that web based advertising is fruitless.

To attract customers, social networks play a major role. Here products will reach to the customers directly. But we should be careful about the usage of social networking sites.

Nice post. It is useful also consumers. It shows the usefulness of social networking sites, but we use it good works.

"Is consumers have never been easier to find but never harder to reach"
Totally agree. We have every possible channel to find them ,but they are much more immune to marketing campaigns trying to reach them

I agree...It is important to have a dialog and engage with them
Integrating social media, a well written blog or video content, can do wonders if done well to help build a loyal community, engage more with (potential) customers...And we shouldn't forget about mobile and tablet users, building a great app will also help reach out

Hi........

Glad to be a part of this weblog. I like this details so much. Wish i remain and appreciate here more. You have don an excellent job. Keep it up.

Hi........

Glad to be a aspect of this webpage. I like this information so much. Wish i stay and appreciate here more. You have don an outstanding job.
Keep it up.

Glad to be a aspect of this webpage. I like this information so much. Wish i stay and appreciate here more. You have don an outstanding job. Keep it up.

Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering

each outIt is important to have a dialogue and interact with with them
Integrating public networking, a well crafted weblog or video clip content, can do amazing things if done well to help develop a devoted group, interact with more with (potential) clients...And we shouldn't ignore about cellular and product clients, making a great app will also help.

Im agree with this idea and this is very useful for everyone.And we shouldn't ignore about cellular and product clients, making a great app will also help.

Advertising can be performed by different ways.Of the three media types you’ll find in social marketing — paid, earned and owned — earned media is the holy grail because it fulfills the unique promise of creating authentic social proof for your brand. Facebook users want to do, see, and buy what they see other users doing, seeing, and buying. In fact, 68% of Facebook users are more likely to buy based on an earned media recommendation from a Facebook friend.

I was shocked and dismayed when I saw some of the advertisements being put forth by the National Republican Congressional Committee. WGN-TV refused to run one. The Supreme Court decision on Citizens United, by removing restrictions on corporate spending for political advocacy, opened the flood gates for such irresponsible ads produced with total disregard of actual facts. This situation places a serious responsibility on our press since they are the principle source, readily available to an average citizen, which can provide adequate information regarding the veracity of those ads so that he or she can make intelligent decisions regarding the issues and candidates. Newspapers like the Tribune have a civic duty to step in and not only perform independent fact checking but also publicize prominently the conclusions from this effort. I strongly urge you to embrace this serious civic responsibility. I've designed a page and I would appreciate my valued visitors to come over there and leave their comments. Encourage us by taking a Negocio A La Carta Review.

Eeach out It is important to have a conversation and link with with them Creating team community social networks websites, a well designed web page or movie material, can do awesome aspects if done well to help make a dedicated team, link with more with customers.

Useful information shared..I am very happy to read this article..Thanks for giving us nice info. Fantastic walk-through. I appreciate this post.

I would like to say thanks a lot for discussing this useful information, and I also want share information about Copy the blueprint review.I like this information so much Keep it up.

This is a amazing publish. Huge possibilities for those manufacturers that are willing to work...and the low having fruit simple promotion of last night is over. Fantastic to be factor of this life changing era.Thanks for sharing this information.

Glad to be a aspect of this webpage. I like this information so much. Wish i stay and appreciate here more. You have don an outstanding job.
Keep it up.

I am very happy to discover this website.I desired to thank you for this excellent read!! I definitely experiencing every little bit of it and I have you added to examine out new products you publish.

I'm feeling happy to visit this site especially visiting this post. That's really good and the reviews by the visitors are very good. it was my first visit here. I hope I'll come again here.
Thanks..

Tech Crunch report has shocked me. I read the report carefully and it said that web based advertising is fruitless.thanks for sharing this information with us.

This is nice post which I was awaiting for such an article and I have gained some useful information from this site. Thanks for sharing this information.
Muslim Charity

I would like to say thanks a lot for discussing this useful information, and I also want share information about Copy The Blueprint Review.I like this information so much Keep it up.

I would like to say thanks a lot for discussing this useful information, and I also want share information about Copy The Blueprint Review.I like this information so much Keep it up.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

SNAPSHOTS

    © ProducerPosts.com 2012.