The document discusses the problems with modern marketing and advertising. It states that there is now an overabundance of information online that customers cannot sift through to find reliable and useful information. This flood of data leads companies to rely too heavily on tactics and creativity rather than meaningful messages that could truly convince customers. While new technologies and platforms have tried to help organize information, the core problem of too much empty and meaningless clutter remains. The key, according to the document, is for companies to mine their own experiences and businesses to find truly meaningful information that can persuade customers and give them a sustainable marketing advantage.

3. Marketing…what is the real problem?

4. When asked, 92% of both business owners and customers say…

7. I started thinking…

8. What’s missing in all that clutter?

10. The Real Problem, part 2 As if that wasn’t enough, how comes the Internet!! (a renewed focus on content, content makes sites “sticky”, Google loves content…)

11. Doesn’t the Internet solve this problem?

12. The Real Problem, part 2 The Internet gives us more content than we can use, PLUS much of it cannot be trusted. (54,345 sites on poodles? Can all of it be good, and how do I find that one site that tells me how it is?)

13. The Explosion of Data!!

14. Customers becoming increasingly unable to find and then trust any information, no matter where or when

15. A flood of EMPTY and MEANINGLESS clutter and hidden somewhere is the information that will convince ALL your customers

16. This problem shows up in a wide range of place Companies, instead of focusing on selling with their marketing, develop an over-dependence on tactical solutions, tactical experts, and creativity. Twitter, MySpace, Creative, Banner ads, Flash, TIVO busting technology, fake blogs, real blogs, and on and on and on

17. Even the behaviour of customers reflect their attempt to solve this Especially online, you see the growth of blogs, social networks, Web 2.0, networking, rating systems, sharing, and so on. (These are ad hoc systems designed to add human meaning to the piles of data out there.)

18. So, how did we get here?

19. Back in the old days… Ads were sellers, there was more time, more space In the US, only a handful of companies were national, so there was much less competition…

20. The Advent of Television

21. The impact of television on advertising Time Companies Cost 2 – 2 ½ minutes 7 - 10 £ 30 seconds thousands £££££££££££

22. The Rise of the Branders

23. Changing of the Gaurd Claude Hopkins Caples Rosser Reeves David Ogilvy Leo Burnett Bill Bernbach

24. Branders!!! Their success led to a spread of the methods of branding, which led to a paradigm benchmark, which led to universities changing their curriculum to educate new advertisers and marketers in the concepts of branding, which led to a sea change in what was thought of a good marketing and advertising. So advertising changed from trying to educate the customer to advertising focused solely on the CREATIVE.

25. So, we deal with a flood of EMPTY and MEANINGLESS clutter And most people cannot see what the real problem is because after all, the flood is exactly what everyone thinks is good advertising anyways

26. So, how do we solve the problem?

27. Quick answer, We don’t

28. However, We can strive to take advantage of the systemic weakness in most advertising.

29. We can do this because most companies do a good job creating good products and can build good service

30. Where most companies fail is in effectively marketing and advertising to communicate to their prospective customers

31. They fail to mine and find those gems that can convince and sell, those gems that can result in a long term, sustainable marketing advantage

32. They fail to find those gems that can convince and sell, those gems can result in a long term, sustainable marketing advantage

33. We believe that within your experience and business is enough meaningful information to convince anyone and everyone to buy what you sell.

34. Our challenge is to teach you how to identify and develop that information. And then to help you craft your marketing and advertising using it.

35. meaningful messages make the biggest impact