Engagement marketing is the future

22.12.05 09:10 AM By S.Swaminathan

Robing Good writes:

  • Traditional marketing methods are losing their grip
  • Consumers themselves have changed beyond recognition
  • The term Mass-Media threatens to become an oxymoron.
  • In a survey conducted by the Financial Times Creative Business the findings were that:

               Mass TV audiences were declining rapidly
              Viewers find TV commercials more intrusive and less satisfying
               TV Ad clutter was increasing
               Despite the above TV revenues were down

  • Further, Ed Woller, Business Director of media buying agency Mindshare, highlighted the fact that younger generations viewing habits were in marked contrast to their parents and that they also watched less TV than previous generations.
  • C.K. Prahalad and Venkatram Ramaswamy cite BMW's offering of a custom car, delivered in 12 days, where a choice of 26 wheel designs and 123 console options are available on the Z3 Roadster.

  • Fundamental principle that marketing should be conversational rather than a top-down, one-way interruptive message

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S.Swaminathan

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