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.