Pm Ch1

509 views

Published on

Permission Marketing: Chapter 1

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
509
On SlideShare
0
From Embeds
0
Number of Embeds
48
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Pm Ch1

  1. 1. Permission Marketing Chapter 1 <ul><li>Interruption Marketing: </li></ul><ul><li>The key is to interrupt viewers and get them to think of something else </li></ul><ul><li>This interruption will make a mark in consumers’ minds and cause us to take action </li></ul><ul><li>No consumer action means the ad failed </li></ul><ul><li>For ads to interrupt, they need to stand out above other ads </li></ul><ul><li>But more competition = more clutter </li></ul><ul><li>Today’s Consumers: </li></ul><ul><li>Are not seeking alternative solutions </li></ul><ul><ul><li>Quality of products increased dramatically </li></ul></ul><ul><ul><li>We buy almost everything </li></ul></ul><ul><ul><li>Are quite happy with our product </li></ul></ul><ul><li>Surrounded by advertisements and marketing ploys </li></ul><ul><ul><li>Average consumer sees 1 million marketing messages a year, 3000 a day </li></ul></ul><ul><ul><li>Society has learned to block out the clutter </li></ul></ul>
  2. 2. <ul><li>The Mass Market is Dying: </li></ul><ul><li>There are too many options for broadcasting(channels) </li></ul><ul><li>Too many means of media </li></ul><ul><li>A marketer can’t reach a significant percent of the population with any single communication </li></ul><ul><li>Four New Approaches: </li></ul><ul><li>Spending more money for stran ge ad space (eg. Parking meters, back of receipts, supermarket floors) </li></ul><ul><li>Making ads more controversial and entertaining </li></ul><ul><ul><li>More competition </li></ul></ul><ul><ul><li>More clutter </li></ul></ul><ul><ul><li>Cost more per minute than a big budget blockbuster </li></ul></ul><ul><li>Changing ad campaigns more often keeps them fresh and interesting </li></ul><ul><li>Replacing commercial advertising with direct mail and promotions </li></ul><ul><ul><li>52% of ad budget spent on mailers, promos, inserts and coupons </li></ul></ul><ul><ul><li>More effective at interruptions </li></ul></ul><ul><ul><li>So effective, others caught on and created more clutter </li></ul></ul>
  3. 3. <ul><li>Direct Marketers Respond: </li></ul><ul><li>Today’s technology </li></ul><ul><ul><li>Access to computerized consumer databases </li></ul></ul><ul><ul><li>Can target and filter demographic information </li></ul></ul><ul><ul><li>Results in highly targeted consumers </li></ul></ul><ul><li>Overspending strategy </li></ul><ul><ul><li>All or nothing approach </li></ul></ul><ul><ul><li>If they can actually breakthrough clutter, they will surely reap rewards </li></ul></ul><ul><li>Will eventually trend and add more clutter </li></ul><ul><li>Ultimately only media companies selling airtime and ad space will profit </li></ul><ul><li>Why Ad Agencies Don’t Solve Problem: </li></ul><ul><li>No loyalty from clients </li></ul><ul><li>Stock market conducive to agency consolidations </li></ul><ul><ul><li>Ad agencies bought out </li></ul></ul><ul><ul><li>Focus more on building agency rather than brand </li></ul></ul><ul><li>Commission structure dismantled </li></ul>
  4. 4. <ul><li>Summarizing the Problem Facing Interruption Marketing: </li></ul><ul><li>Human beings have a finite amount of attention </li></ul><ul><ul><li>Can’t take in everything </li></ul></ul><ul><ul><li>Noise increase=decrease in messages received </li></ul></ul><ul><li>Finite amount of money </li></ul><ul><ul><li>Because attention is limited, we only buy the things we do notice </li></ul></ul><ul><li>The more products offered, the less money there is to go around </li></ul><ul><ul><li>More choices=smaller shares </li></ul></ul><ul><li>In order to capture attention and more money, interruption marketers must increase spending </li></ul><ul><ul><li>Spending more than competitor is a must </li></ul></ul><ul><li>But increase in marketing exposure costs big money </li></ul><ul><ul><li>Spending always increases dramatically </li></ul></ul><ul><li>Spending more and more money in order to get big returns leads to even more clutter </li></ul><ul><li>Catch-22: The more they spend, the less it works. The less it works, the more they spend. </li></ul>

×