Time was (two years ago), an advertiser could advertise extensively in traditional media to reach the target audience. A company and its ad agency could research, write the plan, produce brilliant creative, buy the time and the space. Pay the price. And gauge all of this by CPMs (cost per thousands reached by your message), CPHs, etc. Today, it's all about new media, folks. And a chance to break out of the box. And gain so much more.
Online media and blogs give you a cultural heads up with your respective target audience. They deliver a passionate audience, interested consumers who pass things on to other interested consumers. Viral marketing is so impactful. We're talking word of mouth endorsements, here. You're talking with people who appreciate being talked with and and not to. They get it that you and your product are listening more to them and talking less. Plus, this allows you an invaluable online, immediate research tool via the web.
Bloggers and bloggettes (my word) allow a marketer a connected audience, one-on-one conversations, people who actually are interested in your product, a social audience. This consumer is with you. Talking to them is so 15 minutes ago. Talking with them is so now.
For new information on this, visit webpronews.com's latest coverage of the Las Vegas "Blogworld & New Media Expo" at http://videos.webpronews.com/2007/11/13/blogworld-and-new-media-expo-chris-brogan-of-podcamp. Or just go to webpronews.com and search. Go for it.
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1 comment:
Aloha!
The truth is that people of the new generation are not interested in reading the newspaper or listening to radio.
Moreover, after a long day at work want to dis-engage with all the clatter of advertising and want to be entertained with entertainment that is suited to them only.
No one should take traditional advertising for granted because one day it might just evolve direct marketing.
I agree that with new media, one can choose how advertising entertains them but advertisers have got to be careful not to over-indulge or over-bombard the potential consumer.
The best example is computer and console games which on top of the $60 that one pays for it, there are many brands incorporated in the game as well. Not that realism should take a backseat but when the talking logo encourages a product response then a boycott should be in place.
Ultimately, advertising should be like blogging - set up the environment / blog and wait for potential consumers to respond rather than taking the whole circus to them.
P.S. And I promised links for how other blogs about advertising are engaging:
http://adsneeze.com/
http://myownadschool.com/
Enjoy Thanksgiving, Y'all!
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