1. Connecting with the Modern Consumer 16
1. Connecting with the Modern Consumer
Jan 26, 2016
1. Connecting with the Modern Consumer. 16. Pre-Media: 1900 – 1950. Scale: One to one Reach: Direct Local Tools: Yard signs Outdoor ads Direct mail. 17. Mass Media: 1950 – 2003. Scale: One to many Reach: Direct Local National Tools: Billboard ads TV and radio ads - PowerPoint PPT Presentation
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1. Connecting with the Modern Consumer
16
Pre-Media: 1900–1950
17
Mass Media: 1950–2003
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New Media: 2003–present
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The Crowded Marketing Space
In 1971 the average
American encountered
560 daily advertising messages.
By 1991 that number had increased to over 3,000 per day.
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Analyzing Our Marketing Inconsistencies
As Consumers, We:• Rely on DVRs to skip
commercials• Subscribe to services
w/commercial-free music• Maintain private telephone
numbers and place ourselves on Do-Not-Call list
• Throw out junk mail• Use spam filters and delete
unread e-mails• Implement pop-up blockers
As Salespeople, We:
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• Buy ad time on radio and TV• Teach new salespeople to
prospect by cold calling• Send out “Just Listed” and
“Just Sold” cards• Buy e-mail lists and send out
newsletters• Buy online ads
Direct Mail Response Averages
• 3.42 percent for a house list • 1.38 percent for a prospect list
*according to the Direct Marketing Association for direct mail campaigns that used letter-sized envelopes
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97 people
interrupted
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To Reach
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The Challenge ofGetting Found
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The Challenge of Getting Found
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The Challenge of Getting Found
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•Efforts to make Web site organically place or rank higher can be described as search engine optimization or SEO.
•Paying to have your Web site placed is search engine marketing or SEM.
Interruptive Marketing Funnel
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Awareness
Consideration
Preference
Purchase
Permission Based Marketing
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Influence
Intimacy
Involvement
Interaction
“markets are conversationstalk is cheap
silence is fatal”
the
cluetrain manifesto
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The Long TailBody
Pop
ula
rity
Products
Head
The New Marketplace
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Practitioner Spotlight: Allan Domb, CRS
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Case Study: Jeff Brown
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Case Study: Jeff Brown
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Paradigm Shifts to Consider in Our Marketing
1. Permission-based marketing—Communicate with people in manner they will accept and provide them with content on their terms and at times when they want it.
2. The Cluetrain Manifesto—Markets are conversations. We need to listen to conversations and participate on terms of small communities.
3. The Long Tail—Instead of fighting for attention in a crowded marketplace, turn to power of small communities.
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