I've been reading the "Communities Dominates Brands - Business and Marketing for 21st Century" book lately bit by bit ....
"All traditional advertising is 'interruptive' and therefore premised upon the notion of 'just-in-case' you might be interested. TV shows and radio programming is interrupted for ad breaks. Magazines and newspapers interrupt the flow of their stories to make room for ads. Yet today the consumers are fed up with the interruptions and are actively voicing their displeasure. In the USA 56M Americans are signed up to the 'do not call me' register which forbids telemarketing. 70% of all people who own PVR skip the TV ads."
The figures from US are huge .... and so true for me personally too.
Even though I'm interested in many items (laptops, Mobiles, TV flat screens, cars, CD, DVD, real estate, magazines, newspapers, ...) I basically do not ever bother to read the numerous colourfull tempting ads that are send to us directly with Hesari or separately - in Net _I_ myself can do the comparison on more realistic basis on pricing and quality that these leaflets ever could.
I've learned to say directly NO to those numerous telemarketing try-outs for whatever - my assumption is that there is always a tempting hook with a underlying rip-me-off (the magazine subscription will go on for ever with the normal price etc.
Nina drives BMW. That is why they send they graphically gorgeous & just "humanly interesting" bi-monthly or so magazine to our household. Just Friday the last one arrived - BMW is an exemplary case for great involving marketing. The magazine is of course about BMW but somehow the brand itself is just an important sidetrack in the stories whereas you as reader are the key - even though sitting in toilet ;o)
A really interesting web2.0ish feature is that they seem to now be bringing out to public their team memebers as persons out of the big BMW corporate... "the people behind an engine giving our almost 300HP with less tha 6l/100km". Inevitably makes me think that these people within BMW think about us all as human beings are do their best to make things better in the autoindustry to match our common coming challenges... it's not just about money for them.
Interesting.
Corporates do need faces instead of just plain products or "stories" when entering Communities Dominate Brands era ?
Corporates need to have courage to place us consumers into the driver seat and let us make the choise for what is relevant and interesting for getting results as increased sales or just costumer loyalty ... in which case the results might be much bigger than with any traditional marketing approach ?
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