Tuesday, February 20, 2007

Two paths that will diverge...

Are you ready?

Our idea marketing is in the process of changing. Previous to now, we've been able to simply place an ad in a location that our audience will see and wait for results. This is constant bombardment of a message will eventually cause a low percentage of people to become interested and follow the call to action. This could not be more true (and least effective) than in direct mail campaigns -- especially when you're mailing a flat postcard or something similar. You're often lucky to get more than a 3% conversion rate for something like that -- not very efficient, is it?

You can obviously see how Marketing can't possibly continue to exist in a world like this -- especially with companies taking a hard look at their cost centers to increase their bottom line. So how can advertising become more effective?

1) Slick use of interruptions: Interrupting someone (similar to what happens today in advertisements), but doing it in such a way that the audience doesn't realize that what they're looking at is an advertisement.

2) Develop a relationship with the audience. Start a conversation. Let them drive the messaging about your product or service. Help them make connections with other people in order to further your message.

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