Customer World

Well, don't these words - Accountable & Mass media present an irony of sorts to you? 

Yes, surely this has been the way things have been happening for last 3-4 decades. Mass marketing has never been accountable. It's never been addressable 'one household at a time' too. Either, it was not possible or it was too expensive to do it. Technology is surely breaking down these myths and introducing possibilities like never before. Take a look at how this happening or expected to unfold in the near future:

"Since May, Google has been selling ads on the 125 national satellite channels distributed by EchoStar Communications’ DISH Network. Cable networks routinely provide distributors with a few minutes each hour for local commercials; Google is responsible for a portion of EchoStar’s local time and creates an online auction market for it.

Google then analyzes the data from set-top boxes to determine exactly which ads were watched or skipped, with a second-by-second breakdown. With Nielsen’s help, Google will begin to take that information and overlay sampling-based ratings, adding a rich demographic layer to the raw numbers that EchoStar provides."

The reports from Google can pinpoint the moment when viewers most commonly changed the channel, potentially helping marketers shape the creative work on their commercials. For instance, if viewers are turning the channel after seven seconds, the agency might revisit the opening of the ad.

“We see a future in which, when you sit down in front of your television set, you will see ads that are more relevant for you,” said Mr. Steib of Google. “When we make advertisements more relevant to viewers, inventory becomes more valuable and the return on investment is much higher for advertisers.”

Continuing with my thinking on this topic, NY Times has interesting article that further reinforces this thought:

Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.

“We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?”

Traditionally, the “service” provided by advertising was cheaper media content for consumers. But the services of the future may be virtual workout coaches, map applications for cellphones, health advice and matchmaking services.

I think this kind of content fused with enriched data( on what customers use as a service, which will arise out this content) will drive the future of marketing. 

I just love this thought by John Jantsch on how marketing today is all about content.  I can't agree with him more. Marketing is no more about messages, no more about offers, no more pushy about sales messages. It's transforming into a world of content. That's really what consumers want to read, enjoy and absorb.

While he has focussed on small business and their needs, I think there is a bigger thought for even large companies.

If you have a product, find out what content can you create around it?

He talks about the concept of creating mixed media content and how businesses need to adapt to provide such content to their prospects. He writes" Now when a surfer goes to a search engine looking for content they may find local directory results, images and video mixed into the organic results. If you aren't producing these types of content you may find it tougher to compete."

To me again, this is just not restricted to the web. It's applicable to every form of media - TV, Radio, DM, E-mail, telemarketing etc.

Next time , if you don't have content around your product, don't start marketing!!