The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
The
Future of Advertising
The
Targets
The
Future of Advertising
The
Grid
The
Future of Advertising
The
Swarm
THE FUTURE OF
THE
SECRET
TO OUR SUCESS.
The
truth is MadisonAveNew.com
has been picking up readers like a house on fire. We actually owe it
to a suite of six web marketing tools.
If you would like to know
more, give them a click. Yeah, we get a kick if you buy them.
Here they are:
|
The Only Business That Matters Is What Business You're In. The truth be told, everybody engaged in a decision-making position is impacted with what I fondly refer to as "Business ADD." Business Attention Deficit Disorder is the bi-product of too much information coming to fast and then becoming obsolete before it can be assimilated and acted upon. For that reason I counsel my clients to lead with their positioning, follow with their value prop, then go to product benefits. In this way, their customers get the facts in the order of least likely to change first; most likely to change last. |
|
|
|
My rational for this ordering of perception? If a customer knows what you stand for, they will better understand how to reference your value. Based upon how they reference your value, they will better understand the benefits associated with your products. In the case of most companies the top issue facing the company today is how to separate itself (as superior) to an entire spectrum of competitors. |
|
When are you
going to spill the beans about They spilled their own beans. Click here.-HW |
|
The time was, when agencies were uniquely qualified to assess the their client's competitive advantages and formulate strategies that helped clients dimentionalize those advantages to a significant cross-section of prospects and customers. As a result of being considered a trusted advisor to said clients, advertising agencies had the ability to perceive significant positioning opportunities, long before they become evident to the industry in general. To many, the top issue facing advertising agency management today is the clear communication to the client AND to their own organizations of exactly what business they are in. And why that business is mission-critical to the marketplace and its complex matrix of key decision makers. That may sound like a mouthful, but complex times require complex thinking. So, what is the business we find ourselves is in these days? Scott Donaton, editor of 'Advertising Age, put it very succinctly this week when he wrote "Marketers don't want partners. They want ideas. They want results. They want creative solutions to business challenges. "
At the 51st annual convention of the American Research Foundation it was painfully evident that marketers were realizing the critical need to shift from chasing consumers with rational reasons for buying a product to enticing them with emotional reasons. In otherwords, the more fundamental issue than the need for different media to reach consumers, has become the need to find ways to get consumers to respond to advertising that taps into something that means something to them. Or, "What can I say to my customer that means something to them, since it obviously isn't the fact that my product now has XRC90?" Providing the answer to that question is the business we're in. the only business we're in. The American Research Foundation also presented the results of a survey on receptivity to marketing, updating one he conducted last year. That survey, presented at the 2004 management conference of the American Association of Advertising Agencies, generated considerable discussion on its findings that negative consumer perceptions of advertising had significantly increased, making the tasks of advertisers and agencies considerably harder. This year's survey reported that 56 percent of survey respondents said they avoided buying products that overwhelmed them with advertising, up slightly from the 54 percent who said so in the 2004 survey. And 69 percent said they were interested in ways to block, skip or opt out of being exposed to advertising, the same percentage as in the survey last year. J. Walker Smith, president at Yankelovich Partners, the market research company that has conducted the survey stated that negative consumer attitudes toward advertising "remain the single biggest barrier to improving return on investment for marketing spending. "Until we get better at engaging consumers," he added, "they're going to continue to push back and resist what advertisers are trying to deliver to them." The $250 billion domestic ad market is entering a crisis period of biblical proportions. Consider the painful facts: According to Nielsen, network TV audience has eroded an average of 2% a year for a decade, although in the same period the U.S. population increased by 30 million. The cost of reaching 1,000 households in prime time has jumped from $7.64 in 1994 to $19.85 in 2004. U.S. household broadband penetration has gone from 8% in March 2000 to an estimated 56% in March of this year, according to Nielsen/NetRatings. A 2000 Veronis Suhler Stevenson survey showed that Americans devoted an average of 866 hours to broadcast TV annually and 107 to the Internet, a ratio of 8:1. The projection for 2005 had the TV/Internet ratio at 785 hours to 200, or just under 4:1. Five percent of U.S. homes are equipped with TiVo or other digital video recorders, and not only does time-shifting of favorite programs render network schedules irrelevant, 70% of DVR users skip past TV commercials. These statistics indicate the need for revolutionary as opposed to evolutionary innovations in the substance and infrastructure of the advertising, media and brand marketing activities of the global enterprise. If our business is not about starting this revolution, we will be finding ourselves out of business, before too much more time rolls around. Stay tuned. .
|
 |
|
MARKETERS
FROM OGILVY
& MATHER ADRANTS BANK
OF AMERICA DELTA
AIR LINES WELCOME INDYMAC
BANCORP
And You. *All
IP addresses confirmed by Urchin WebStats |
|
