Cultural, Economic and Marketing Changes Part 2
Cultural, Economic and Marketing Changes Part 2
Marketing has changed forever along with the change in culture and economy.
There are so many mass media channels that their effectiveness in communicating to the masses gives increasingly poor results.
Readership of newspapers has been on a decline for many years. Major newspapers are failing, many are presently bankrupt. Major newspapers from Seattle to New York are soon to be defunct. Cutbacks and staff parings have left many journalists looking for work. The venerable New York Times is not immune. It recently procured a loan from a Mexican businessman at a reported 14% interest to avoid running out of cash!
The tweens, teens, twenty- somethings and young thirty- somethings don't read newspapers. Prices for ads are growing while readership is down. It is just a matter of time until the current readers die off. Moreover, newspapers in present form will meet their demise long before that. (Note: as of the time of this writing, newspapers can represent a very effective way to reach affluent Boomers. How long this will last cannot be predicted.)
Single channel marketing that was once available is no longer effective. In the early 50's, all one had to do was to place one TV ad on three major channels at the same time in prime time to get 98% of the viewers. That is long gone with 500 plus channels of cable and multiple 24 hour news shows. Multiplicity of channels has caused a sort of Dilution Pollution that renders any one channel as unreliable.
A point of good news: few will realize the severity of this and lose out on the increasing power of diversity of marketing and the subsequent predictable stability gained.
It will become increasingly important to strategically plan your marketing efforts to reach the hearts and minds of the patients you prefer.
What you say and how you say it have also changed. The fluffy spin of marketing of the past, that you used to get away with, is gone if you want to be effective. Instead, the consumer wants meaningful specifics. She wants substance. She wants to know enough to make a smart choice. The more authentic your delivery, the better.
It has long been known that admitting a fault, problem or negative of your offering in direct mail leads to greater trust. Now this is confirmed in other forms of marketing, too.
This desire for the details also means that your marketing must become more sophisticated, more patient and future oriented. It can take longer to get responses. The marketing unknowing will leap off the marketing wagon and stop too soon. A useful analogy is the drinking glass. It must fill with enough "marketing water" before it spills out and makes an effect. Marketing messages getting through and filling the glass are a mix of salience (strength of message), repetition and frequency. When the message is received "enough" times and the recipient wants what you have, you have a chance to receive a response.
The greater the substance and meaning for your message, the more powerful it becomes. This means that cause related marketing is growing in importance. Aligning your marketing message with a cause gives it extra "umph" that can make your marketing message become "enough" to make a response.
With the dying of traditional media, new media is rising. Blogs, once the cute little idea on the internet, have risen to prominence with millions of readers. Online video, wikis, reference and portal sites are now looked upon as trusted sources of information. Entire newsletters have shifted to online (a significant mistake.)
The internet will become increasingly important, but it cannot be counted on as the single source of new patients. The rules of traditional media do not apply. Laws of human nature do. In many ways, the new social media is a huge network of personal recommendation and referral. That is good news for those willing to embrace the evolving new media.
Funny how we have come back to the dominant method of finding what we want that existed for thousands of years before mass media existed: by asking others where to get it. Now it is done online.
The new emerging system is a hybrid between old media and new media. This is the very system that our new president used successfully to raise campaign funds and get elected. Neither alone is as powerful as they are together.
So how does one piece these together into a strategic whole that acts synergistically to produce greater results? That answer comes next time
Best,
Charley
Copyright 2010 Charles w Martin
Cultural, Economic and Marketing Changes Part 3 Fap Turbo Software - A Total Rookie Made 300,000 us dollars In 2010 on Fx Market Marcus Campbell Scam - Marcus Campbell Review Simple sites big profits reviews - Legit or Scam? Is Affiliate Marketing the Easiest Online Venture to Get Into? Techniques On How To Select The Best Affiliate Marketing Guru Simple Sites Big Profit Review - Scam or Any Good? 2011 Trends and Tips for Effective Use of Mailing Lists for Marketing 7 Essential Skills Of Attraction Marketing ES E-Mini: Profit from What the Market Offers, Not Your Expectations Full Movies Scam or Legit? How Do You Feel About Email Marketing? The way To Implement Proper Relationship Marketing For The Ideal Success