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shelli said:

(the next ad model)

Thirteen years ago, I attended a company event with over sixty of my fellow Marketing Department employees for our annual pep rally, disguised as a summer picnic. The VP of Marketing excitedly handed out t-shirts, with this simple phrase…

one:one marketing

It was his new mission and, undoubtedly, the catchphrase du jour from a conference he had just attended. The next thing in marketing thinking. Only as far as I could see, nothing changed. Not in the company, not in the industry, not in the way marketers interacted in the world.

We could all see the Why: a crowded marketplace and an audience of shrinking attention spans. We could also see the What: hit only the target audience, at just the right time, with the most relevant message. But the How has alluded advertisers for decades.

Case in point:

I shop at a national cosmetics retailer, regularly. I signed up for a vague membership and gave them my address and phone number. But I have yet to see them use this in any way. Among other things, I buy the same staple products every month. And whether I spend $10 or $400 (yes, I have spent $400 on make-up and shampoo in one shot), I get the same flyer with the same $3.50 coupon every month. In fact, the product I purchase most often, sponsored a special event in store and they never told me. This retailer, while I will continue to shop there on occasion for convenience, keeps losing my sale to other retailers who happen to hit me at the right time with the right offer.

Imagine if they had asked me what I like and when and where I want to buy it and then… wait for it… wait for it… they sent me offers based on that profile?

Consumers don’t hate ads. Consumers hate disruptive ads that aren’t relevant to them.

With current and impending technology, we have the ability to match consumers to the products and services that are relevant to them. Which means, we can form an ad model where we pay only for each match. That’s Pay Per Match!

Imagine… every ad dollar spent goes directly to a consumer who is pre-disposed to buy what you’re offering. Thirteen years later, I can sense it looming. Madison Ave is starting to get it. You can feel the groundswell of the ad world like the grumble of a coming subway.

It’s not bigger ad spending. It’s smarter ad spending.

Posted: 4/25/2008 11:53:57 AM

Comments:

shelli said:

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yep. I agree. the same idea that "consumers don't hate ads, just disruptive ads" can be applied to communities.

Especially now with so many social nets: i don't want to join all of the groups, friends, chats, etc, just the ones that are relevant to me. So what that means to the administrator (owner) of a community is to make certain to define and a communicate who it's for and what's relevant about it.

Posted On: 4/29/2008 11:45:25 AM

kpkobza said:

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So the key Shelli, is in part relevancy. Relevancy is at the core - don't just give me a message - give me something that can help me in some way. If it isn't relevant, I probably am not going to listen.

Posted On: 4/25/2008 1:01:24 PM

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