Revealed… The Horrible Truth About Your Marketing Gurus!
(Or, more importantly, how to increase your profits)
There still exists today Marketing people who maintain, to all and sundry that they are really special…in fact they are the gurus of Marketing!
We all know them, in fact when I first entered advertising I used to think that these Marketing people were really something else. They knew secrets that I would never be privy to. And yes, they looked extremely self-satisfied and smug and looked at you as if you were a complete and utter fool.
“Ah yes,” they used to say, “but your not in marketing, so you just don’t understand”!
Or, and this is worst of all and the ultimate sin, I think, in marketing communications, “I know that you cannot measure it, however just trust me, I know it’s working.”
Thankfully for us all, but especially Clients, those days are nearly over, nearly I said, there are still a few of them around!
The fact of the matter is, once you understand just how effective and accountable interactive communication is, then marketing, for what ever product or service, is not a secret, and allows your business to be carried out according to serious business principles.
The trouble is that your Marketing people have become caught in the trappings of Marketing, by that I mean…the award presentations…jetting off to attend a “shoot”, and all else, they have completely forgotten that their job is to sell product!
This has resulted in many Companies to day regarding Marketing as ineffective and therefore is considered to be strictly non-essential.
To prove this point, however simply look at their actions, whenever budgets are tight, Marketing is one of the first budgets to be cut.
Once you come to understand the sheer effectiveness of interactive marketing communication yes, you can cut your budgets, by as much as half, and be far more cost effective and totally accountable. Now that is a piece of information most Marketing Directors and Advertising Agencies do not want to hear…for obvious reasons!
However there are other problems that we have to attend to, unfortunately many firms are rushing headlong into what they regard as interaction without a clear understanding of what interactive communication is all about, or how to get their customer into a genuine long term interactive relationship.
A major deficiency of many of these interactive approaches and programmes that have been implemented have, in actual fact, very little to do with interactive communication and that such (failed) attempts have actually resulted in an alienation of customers!
We firmly believe that the discipline of interactive communication, properly executed is a science and that spending on interactive marketing can be measured. And, more importantly, it needs to be, and can be, accounted for!
More importantly, interactive marketing needs to be correctly understood!
If you think that Marketing is simply making great commercials and lifting sales by giving coupons, rebates and promotions, your simply finished. You will never succeed…ever!
At the moment Marketing people, by and large, have forgotten that Marketing is all about selling. It is not about creating an image. An image does not make people go out and buy your products. It most certainly is not about creating award-winning advertisements.
It is about results, and therefore, profits.
The only way we can go forward to day is through interactive marketing communication, interactive “Events” create for you relationships that have never existed in the past, relationships involves “the mutual recognition of some special status between exchange partners.”
Clearly, what passes for a relationship under the definition of many so-called interactive programmes is not likely to be an interactive programme in the eyes of your customer in that it is mostly one-sided, lacking in true interaction, or two-way communication and most certainly lacking in any emotion.
It is becoming vitally important that a true standard be set for a genuine, understandable definition of Interactive Marketing Commination.
The Author pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cognitive Dissonance, Selective Retention and Selective Exposure.
Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.com
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