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Where I can go ahead Publicity?
The fanfare that greeted the emergence of integrated marketing communications in the early 90s has died, leaving the uncomfortable industry aware that it still represents a series of one trick ponies. Advertising agencies still advocate solutions that focus on advertising.
public relations agencies always suggest PR, direct marketing agencies suggest direct, etc.
As a result, each failure to diagnose the problem correctly and opts to solve the problems of all its customers with a tool of communication. Ask WPP chief executive Sir Martin Sorrell. He regretted redefining the fact that most agencies' all problems in terms of their proposed solution. "
As Sir Martin knows, different communication tools have different strengths. This has two implications. First, a fully must diagnose communications challenge that gives the communication tools for use in your strategy.
For many customers, tools such as advertising, public relations or sponsorship will be totally ineffective, no matter how well you apply because they are wrong tools for the job. Secondly, by combining two or more communication tools in an integrated campaign, a company can make significant synergies.
An integrated strategy that spreads your budget through a combination of public relations, direct marketing and event marketing is guaranteed to have a greater impact than a campaign chooses to spend the total budget in only one them. The ideal model is obvious: a handyman with a variety of tools, which studies the problem first, then select a combination of tools to solve the problem.
But this model has proved impossible to reproduce in terms of marketing communications. Despite owning an impressive list of different organizations representing all the major communication tools, WPP, for example, has failed to get their organizations to work together for the good of their common customers.
The concept of an integrated campaign in which BPRI do the research, positions were added brand value, Landor designed the new corporate identity Y & R makes advertising in the media, Burson-Marsteller is the running Ogilvy PR and Direct management strategy customer relationships, remains a chimera.
Integration in the supply side apparently never occur. turf wars, egos and lack of systems and a common understanding means that agencies will continue separately. The only potential site of integration lies in the customer demand. Clients are responsible for diagnosing their problems, selecting and motivating these groups to work in a unique strategic agenda.
First we have to start changing to cope with the fact that problems with the current system is manifest. The challenges facing the marketing and advertising are largely institutional dimensions of both. Remove these old models of the equation and many of the current problems of lack of sales, etc will disappear.
Today, consumers want information that is relevant, credible and attractive, and does not much matter where it comes from.
The theme of interactive communication has been the subject of countless articles in the popular press. Most of these have analyzed the phenomenon through a lens of the media with "interactivity" reduced to the advertisements and links "Buy-It" buttons.
And certainly do not understand the very important fact that interactivity is the most crucial of all communication. And certainly not determined by expectations of media conglomerates engaged to appeal to the lowest common denominator and, therefore, by the inexorable logic and inflexible issue, the largest collection of passive recipients of advertising.
Today's consumers do not like the TV ad infested land what I like is the opportunity to express an opinion they like, in other words, the voice.
All advertising is a form of learning whereby the advertiser is asking people to change their behavior after learning about the benefits of the products or services offered. However, all tend to filter information, we do not want to hear. Obviously, this alters the effectiveness of conventional advertising in a very dramatic.
The final decision to buy is always a compromise, and this leads to a certain amount of anxiety, worry that perhaps the decision was not the best or correct. To minimize this anxiety the purchaser seeks to reinforce their choice and begins to pay more attention to their chosen product marketing communications.
Due to the lack of understanding of the communication process we have created a media society during the past 40 or 50 years, where the process has been dehumanized.
There is now an extraordinary reduction in interaction because conventional advertising and marketing have become a practice one way in which the information is disseminated in a passive way.
We must always remember that people still have this desire to be taken into account. To affect change, to learn and personalize their relationship with their environment. There is a phenomenal number of reasons why people interact, going far beyond just giving them things.
When people agree to participate in the program truly interactive marketing are told that their efforts and the positive feedback that will help to advertisers.
And most important for advertisers to participate and take part each time, then learn and understand the advertising message and do so at their own pace and adapt to their schedules.
Consequently, because they are being involved in the process of making the product or service begins to re-customize their relationship with the advertiser and its products.
This leads consumers through the barrier of not wanting to cope with change and takes commitment, anxiety and concern that perhaps the decision was not the best or right out of the equation. In other words, there is no reason that should not change their usual brand for this alternative have already learned, best meets your needs.
And it is this market, most recently with the poster is after – the people who use the products of its competitors. Now consumers can say, "Yes, I will change my behavior and I have a very good reason or a number of reasons why."
They can take this position because they have a well-formed opinion on or have developed a picture of why the product is suitable for your needs.
Now the long silence – The industrial interruption of human conversation is coming to an end.
Interactive communication with every product imaginable, from fashion to office supplies, we can discuss and argue.
About the Author
Having invested over $10 million in independent research, Paul Ashby is ideally suited to present the case for the widespread use of interactive marketing communication. The research investment has proved conclusively that one exposure to an interactive “event” is far more effective in all key measurements, than traditional advertising. Paul made this investment because his company, Effective . Accountable . Communication is predicated on being totally accountable to its Clients.
You can contact Paul directly on paul.ashby@yahoo.com
Discover more on http://interactivetelevisionorinteractivetv.blogspot.com
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