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GEOFF RAMSEY: There are so many different potential ways
to touch the consumer, and the consumer gets it.
The consumer is seamlessly going from device to device,
and having certain expectations, but we as
marketers are very, very slow to catch up.
We understand the technology, but we haven't understood yet
how to adapt our marketing to keep up with the consumer.
We also have to start throwing out some of our old models of
advertising.
First and foremost is this whole idea of
interruption-disruption, where we try to interrupt somebody
with what's often an irrelevant message.
We have to shift more towards this idea of creating content
that is not seen as ads, it's seen as part of the content
that they came to see in the first place.
If you're adding value, if you're adding some
entertainment, some humor, even information, or a
utility, or a service, thinking of CRM, then you can
be joining in that conversation.
But to shove a banner ad, or any other form of advertising,
online or offline, in font of somebody that isn't relevant
to them or isn't adding value, that's just not
going to work anymore.