Old-Style Marketing Promotion is Dead
Classic marketing books expound upon the Four P’s of Marketing: Product, Price, Place, and Promotion. Well, when the Place you are marketing is the Internet, Product and Price continue to be critical to your marketing efforts, but so is Promotion. What’s different is the way you do promotion.
Old-style promotion depends on filling every crevice with your marketing message. One-way communication. The same message, over and over. The same claims and the same attention-getting hype. That’s the way we’ve always done it.
Old-style marketing is fading, however. It’s fading because people pay less attention to traditional media as they begin to pay more attention to the interactive media. But that’s not the biggest reason it’s fading.
No, it’s fading in large measure because people are sick of the hype. People are tired of being bombarded with marketing messages that they don’t believe and aren’t interested in. A Ball State University study says that Americans spend 70 percent of their waking time with media, much of that multitasking with multiple forms of media simultaneously. And that media is filled with marketing messages. Filled to the point of overload.
And when people are overloaded, they respond in predictable psychological ways. They pay less attention to each input (even disregarding inputs completely) and they filter (or completely block) reception. So it should come as no surprise that your customers are ignoring and blocking your marketing messages—they’re overwhelmed.
You probably know that the younger your customer, the less credibility the traditional hard sell has. Customers are becoming more suspicious of marketing or advertising of any kind. So, what are they looking for?
Promotion has always depended on getting attention, and always will. The old way was to relentlessly pound your overblown messages over and over again. But the new way is to experiment with deep content and to test what works and what doesn’t. That’s agile marketing.
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