Montag, Januar 21, 2008

Advertising is now a conversation and traditional advertising is getting less effective

argues Ted Shelton at businessweek.com:

"It's no secret the Internet has changed the way consumers get information about products and the companies that provide them. Because so much intelligence about a potential transaction is so readily available from independent sources, the message provided by conventional advertising has declined in value to consumers, who even question its trustworthiness.

None of this is to say that traditional one-way advertising—say, the kind you find on TV or in print publications and even banner ads on a Web page—can't play an important role in communicating with customers ..." more

Two more quotes:
"A recent McKinsey report predicts that, traditional TV advertising will be one-third as effective in 2010 as it was in 1990."

"Companies will recognize that there is a conversation going on in the marketplace that they should join, not dominate. Consumers, experts, and competitors are all talking about your company, its products, and the competition's products. Joining that conversation means providing information, answering questions, and responding to concerns instead of just broadcasting one-way messages. Participating allows a company to correct misinformation, offer insights, develop a reputation, and create a relationship with the most influential people in a given market."