johnbee

Why Advertising Is Failing on the Internet

On Mar 23 08:03 AM johnbee wrote:

> Push advertising has always been the norm. People have rarely gone
> looking for an ad although they may have looked for a product in
> Yellow Pages or now on Google and its like and are not fuly aware,
> if at all, that this may be misdirection. Consumers accept ads passively
> and react at whim- very often because they would not not otherwise
> have known about the product or service. Ratings agencies try to
> rationalise reaction by producing stats which the media likes to
> use to convince brands they are getting a measurable return, but
> these stats are based on a tiny percentage of the viewers of say
> a TV commercial and are unreliable.
> What interactive media such as the Internet offers, and much more
> so the cell phone is a direct response time sensitive location means by which the advertiser can (sorry I got interrupted here and self published! will now contine)- get a far more measurable ROI from the consumer than ever before. Because of this many ad agencies don't like it showing up their less measurable traditional means on which they have convinced advertisers to spend unecessarily large amounts. However the move away from trad media ads will be hastened by current economic conditions and brands will need re-examine their costs to best effect. Cell phones
(or mobile devices) are the answer to this as Mr Clemens recognises with the success of low cost SMS textual messaging reaching targeted consumers who have opted to receive ads or are known to want certain types of ads. He also adds that if a discount is offered it increases consumer interest. But how to find that consumer in the first place, especially in the CPG market which has the brands with the most to spend? My company's answer is to offer them an inducement in the form of an entertaining game to play at no cost, such as short quiz or trivia games with points for successful play which are rewarded by instantly redeemable electronic coupons shown on the phone allowing discounts on goods in nearby retail outlets or cash or other rewards. This requires an extremely reliable and sophisticated rewards system which we have. It is the one stop solution that advertisers need to pull their customer to an ad and to obtain constant brand loyalty between consumer and brand in a continuing interactive realtionship at a very low comparative and measurable cost to the advertiser across multi platforms and so 100% of its consumer audience.

Why Advertising Is Failing on the Internet

Push advertising has always been the norm. People have rarely gone looking for an ad although they may have looked for a product in Yellow Pages or now on Google and its like and are not fuly aware, if at all, that this may be misdirection. Consumers accept ads passively and react at whim- very often because they would not not otherwise have known about the product or service. Ratings agencies try to rationalise reaction by producing stats which the media likes to use to convince brands they are getting a measurable return, but these stats are based on a tiny percentage of the viewers of say a TV commercial and are unreliable.
What interactive media such as the Internet offers, and much more so the cell phone is direct response time sensitive location based