earn it

There is much debate going on about media. I've been reading about it from a variety of point of views. Albert Wenger, a venture capitalist, posted recently about brand advertising. The Ad Contrarian claimed the reports of the death of TV are exaggerated. Tech Crunch explained why web based advertising is failing. On the surface these posts are unrelated but have everything to do with one another. The unifying theme is what the future relationships between brands and consumers will look like.

Despite differing points of view I hope we can all agree on one thing, the way consumers send and receive media has changed dramatically and will continue to do so. The traditional mode of reaching consumers isn't adapting quick enough to keep up. We must accept consumer attention can no longer simply be purchased. There are too many options and unwanted messaging is easily avoidable.

If I were a CMO today I'd long for the day when my strategy consisted of buying time on M*A*S*H* and taking out a full page spread in Time magazine. It was a one stop shopping formula to reaching a mass spectrum of consumers. Today, the opportunities to capture a devout and attentive audience are rare with the exception of the occasional event program (Superbowl, Oscars, American Idol Finale). This doesn't mean the consumer is elusive. In fact, the irony is consumers have never been easier to find but never harder to reach

As I see it brand/consumer relationship is analogous to that of a married man to his mistress. For years the affair was a simple proposition. He wined and dined her. Bought her jewelery. Paid her rent. In return he got laid and left guilt free at the end of the evening. After years of this pattern, the mistress begins to feel used and unsatisfied. She desires more than material goods. She wants conversation. She wants to be listened to. She wants to be in a relationship. Much to the displeasure of the adulterer, sex can no longer be bought. It has to be earned. I believe the same thing is happening today with the brand/consumer relationship. Brands must earn consumers time not simply purchase it. The problem is they don't know how and don't seem eager to learn.

The first step is to stop the monologue and begin a dialogue. Start listening and responding. Marketers understand TV, radio and print. They remain effective but no longer as dominant. No need to abandon them. However, brands need to become equally adept at mastering the language of social networking, blogging and online content. This begins with investment in new business models. Accept more will fail than succeed. Unfortunately the only method of determining the ones that work is by putting the resources and will behind them. The brands that invest in unlocking the code will develop genuine relationships with their customers, as well they should. They earned it.

Comments

[Walter Partos]

I think as soon as things appear to change there are two distinct groups, one who says "it" is over and the other who says "it" is stronger than ever.

I think advertising tends to be aspirational. At the moment with the economic woes most people are worried what their place in the world is going to be? will they lose their job? if so, what will happen? etc. They are in a slight panic and in no mood to be sold to. They are avidly consuming "good information" (where to extend their paycheck, etc) anywhere they can find it. Of course, there is the complimentary of that which is they want to be entertained in any way they can. To have a little levity.

I hope that makes some sense. Thanks for yet another thought provoking post.

[Peteski]

re: Pics

Not much happening in the 'hood (as per usual).

[Will H]

I think you're right - consumers have never been easier to find. what content creators/networks don't get (for the most part, spare Gary V and a few others) is that in order to survive and continue making these shows they're going to have to take part in the transaction.

and in terms of marketers figuring out social networking etc - in theory it sounds great. but most companies don't have the open and honest culture, nor the relationship with their customers/clients that it takes in order to survive in the equal playing field that is the internet.

you'll see, some huge company is going to come into twitter with all the weight of top PR and Ad agency support, and one powerful consumer on twitter, that doesn't like their product, or message or whatever will have the ability to successfully negate their entire entree into that arena.

[Jonathan Gordon]

Thanks for the links.

[Jeff Bennett]

I think this is an excellent post. Huge opportunities for those brands that are willing to work...and the low hanging fruit easy marketing of yesterday is over. Great to be part of this transformational era.

[Jerry]

thanks for the comment, jeff. it also gave me a chance to check out your blog. i like it a lot. i'll make sure to visit it regularly.

[Steve Sponder]

Great post, I'd like to add the notion that Social Media and Branded Content are two sides of the same coin, and deployed successfully will earn brands exposure and engagement.

[RB]

There will always be a market for the monologue directed at low hanging fruit because there will always be low hanging fruit.

But, consumers are over sturated with advertising and commercials. Thank you Google for ruining the Internet with so much advertising that we have now learned how to ingnor it. And thank you again Google for teaching us how to ignore advertising. Such is the nature of a double edged sword.

I think when advertisers learn how to entertain us then the dialogue will begin. Think of the Kung Fu Bear Ad by John West Salmon. It's simply hilarious! You can guess the results.