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The “new” Media is Causing More Problems Than it is Worth! |
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Clients and their brands risk alienating consumers by running TV-style
ads before and after Internet TV programs, according to research.
The majority of commercial broadcasters rely on pre- and post-roll ads
to generate revenue from video-on-demand platforms, which allow viewers
to watch shows via the Internet.
However, the latest study showed that viewers react negatively to
interruptive TV-style ads, and attempt to skip them wherever possible. And if they are doing that surely that must be true of regular broadcast television!
Now with all the current hype about the promise of "mobile"..., the
constant barrage of how from now on everyone will be watching Star Wars
on their cell phone, with ad breaks every ten minutes, or until the
battery runs out just as Darth Vador is about to kick Luke Skywalker's
backside.
And yet recent research indicates that 84% of mobile users just want a
mobile ‘phone just to make…. Wait for it…. To make ‘phone calls! And
they certainly don’t want advertisements.
And yet just listen to this ringing endorsement of mobile ‘phone advertising by one of the industries rising stars:
“….We're about to launch the results of a major usage and attitude
survey into mobile media in the UK and one tidbit I can share with you
is that 'regular' users of mobile media spend less time reading
newspapers. If these heavy users are a harbinger of the masses then
we'll all be 'heads down' looking at 2x2 screens on the way to work; if
this happens then advertisers will scramble to buy space on it….”
It is terrifying to read such nonsense and to think that more and more
advertisers will be persuaded to waste yet more of their marketing
dollars on such a trivial medium!
At a time when conventional advertising is undergoing a painful
discovery that it is nowhere near as effective than it was first
thought to be, why should unwanted advertising on a mobile ‘phone be
any more effective!
But no…they do have an answer to the problem. The research suggested
that consumers are far more receptive to product placement in on line
video as it does not interrupt the content and is considered less
intrusive. Bebo dramas Kate Modern and Sofia's Diary have been funded
primarily via product placement, with Unilever using the latter to
promote the launch of deodorant brand Sure Girl.
The research may prompt broadcasters to rethink their video-on-demand
strategies to include more product placement, as well as less intrusive
ad formats including animated overlays - semi-translucent ads that
appear over clips shown on YouTube.
All of the shenanigans illustrated here confirm that the practitioners
of advertising really don’t understand what advertising is all about.
Advertising is a form of learning where the advertising is asking his
audience to learn about his product/service, passive one-way
advertising doesn’t to it in whatever medium, therefore why on earth to
they think that even more passive product placement will be even more
effective?
The primary strategic marketing communications battle from now on will
be to see who goes furthest in empowering their customers.
To empower your customers you will have to:
Provide them with far more information than you currently do.
There is a technique which is media neutral, which already provides far
greater choice and information than conventional advertising.
In the future you will have to allow them to make decisions about you and your company together with your resources.
This technique through its “Event” format gives your customers plenty
of choice. Additionally it provides your customers with the perception
of control!
It allows your customers to make decisions about your company and your products.
The technique allows your customers to feel that they are contributing to the successful running of your organization!
Because of this you will tighten your relationships with your
existing customers therefore increasing the revenue you get from each customer.
And the only form of communication that can do all the above so that
you do tighten your grip on your customer is….
Empowerment/Transactional communication!
Because this form of communication allows you to have an ongoing debate
with your customers and your prospects, make regular two-way
conversations available where they can debate not only about your
products and services but the very soul of your company. Because that
will be much more powerful than just putting your advertisement on
television (or wherever) or I’m going to sell my goods in Tesco (or
wherever).
Then, when you get asked, “Who’s running your business?” you can
honestly reply, “My customers through genuine interactive programs!”
and earn major brownie points!
Incidentally I have received many inquiries regarding the writing of a
book outlining the difficulties facing advertising/marketing and the
possible solutions. Well I am please to report that a publisher has
picked up the option on my book “Television killed advertising” and
that will be ready end of summer (September 2009) …enjoy!
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