Marketing Campaigns vs Online Marketing
Just yesterday I met a startup entrepreneur (with an interesting idea) who does not yet get how online or inbound marketing works.
He spoke to me of “campaigns” and when I tried to tell him he was using an off target paradigm, he said he had heard that from others, but didn’t yet know how to switch.
Marketing Used to be About Promotions
In the early days of TV and radio, the promotions were paid product placements. The guy who read the evening news smoked (and pushed) a certain brand of cigarettes, and drank (and pushed) a certain brand of coffee.
Paid advertisements which could accompany any show were also blatant product promotions, talking up the virtues of this type of car or that department store.
And Then Two Things Happened
1) We are now saturated in these darn ads. The average American sees 3,000 to 4,000 ad impressions EVERY DAY.
2) The World Wide Web and search engines now make it possible for us to find what we want when we want it.
We Now Tune Out Ads in Two Ways
First is technology. With NetFlix and other video streaming services we see fewer commercials.
The other is psychological. A human being can only handle so many interruptions in a day.
As a coping mechanism, we’ve learned to tune out the non essential interruptions, and what is more non essential than most commercials, billboards, signs on buses, etc.
So the Trick Becomes Being Easy to be Found
And this is where marketing people can (and must) learn from newsrooms and journalists.
For part 2 of this article, click the link in the prior sentence.