It’s crazy to think that I fell into the world of marketing nearly ten years ago now. So much has changed in those ten years, but it seems like most of it has really changed in just the last couple years.
When I started in marketing it was all about direct mail, merge/purges, and response rates. Now there’s not as much talk of direct mail, we’re still merging and purging (email lists!), and definitely measuring response rates (now with crazy new technology). Add to the list of things in the world of marketing SEO, social media, user-generated content, podcasts, webcasts, blogs, and so much more…It can feel overwhelming just trying to stay on top of the TLAs (three-letter acronyms)!
I’m going to spend a few days blogging about the world of marketing as I’m living in it today. Hopefully it’ll help you see something of value for your own organization or company as your own needs and demands for marketing shift and change.
Let’s think about advertising… When I started in marketing, we bought magazine ad space. Internet advertising was still far in the distance. Now, print advertising spending is dropping on a consistent basis and online advertising is morphing and changing daily. According to this story from PaidContent.org, even online advertising spending will drop this year. The clear exception to this trend is on Facebook. As the social networking site continues to grow by leaps and bounds, it is proving to be a profitable place for advertisers. Honestly, I’m not sure I’ve ever clicked on an ad in FB, but I definitely have noticed them. Actually, I tend to be more responsive to ads on my iPhone than anywhere else. I’m not alone there, based on this latest research. What about you? Where are you most likely to respond to an ad?
{ 2 comments… read them below or add one }
Maybe I’ll get myself in trouble with this comment? I mean, I am in marketing somehow, right? For me… I am likely to respond to a recommendation.
For instance, I love to eat out with my wife. Our first place to look for recommendations is our friends. Our second place to look is Yelp. In fact, with a restaurant I am automatically turned off by an ad since that’s a sign of desperation to me when I think about places to eat. (The best places don’t need to advertise, do they?)
When it comes to email marketing I am likely to respond to something seemingly personalized. In my head I know that an email from… say Threadless or Apple is really just an auto-responder. (Heck, I build these things!) But their personal approach and attempt to “know me” as a customer leads me to purchase more and more. Maybe not right away, but eventually I will because I feel like I have a relationship with that brand.
As far as direct mail goes, I am not the type to even consider looking at it. Unless it is an odd shape and/or fun to play with. I think direct mail has from the mailbox to the garbage can to make an impression. It’s like a TV commercial. It has to make a HUGE impression on me to even get noticed.
Ads on my iPhone? I’ve never clicked on one!
Thanks Adam. As a marketer (which you are!), I think it’s only logical that we’d be a little more resistant to “traditional” marketing techniques. I totally agree about the idea of “feeling known” through an email or some other kind of marketing tool (that, while totally computer-generated, can feel personal when they really understand your likes and dislikes). I totally look when a place I purchase from recommends other things that I may like…