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1. Connecting with the Modern Consumer. 15. Pre-Media: 1900 – 1950. Scale: One to one Reach: Direct Local Tools: Yard signs Outdoor ads Direct mail. 16. Mass Media: 1950 – 2003. Scale: One to many Reach: Direct Local National Tools: Billboard ads TV and radio ads

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Presentation Transcript
pre media 1900 1950
Pre-Media: 1900–1950
  • Scale:
            • One to one
  • Reach:
            • Direct
            • Local
            • Tools:
            • Yard signs
            • Outdoor ads
            • Direct mail

16

mass media 1950 2003
Mass Media: 1950–2003
  • Scale:
            • One to many
  • Reach:
            • Direct
            • Local
            • National
            • Tools:
            • Billboard ads
            • TV and radio ads
            • Newspaper ads
            • Printed flyers
            • Homes magazine
  • Database lists
  • Static Web sites
  • E-mail campaigns

16

new media 2003 present
New Media: 2003–present
  • Scale:
            • Many to many
  • Reach:
            • Direct
            • Indirect
            • Local
            • National
  • Tools:
            • Blogs
            • Social networks like Friendster, MySpace, and Facebook
            • Microblogslike Twitter

16

slide6

In 1971, the average American encountered 560 daily advertising messages.

By 1991, that number had increased to over 3,000 per day.

17

analyzing our marketing inconsistencies

Rely on DVRs to skip commercials

Subscribe to services w/commercial-free music

Maintain private telephone numbers and place ourselves on Do-Not-Call list

Throw out junk mail

Use spam filters and delete unread e-mails

Implement pop-up blockers

Analyzing Our Marketing Inconsistencies
  • As Consumers, We:

As Salespeople, We:

  • Buy ad time on radio and TV
  • Teach new salespeople to prospect by cold calling
  • Send out “Just Listed” and “Just Sold” cards
  • Buy e-mail lists and send out newsletters
  • Buy online ads

18

direct mail response averages
Direct Mail Response Averages
  • 3.42 percent for a house list
  • 1.38 percent for a prospect list
      • *according to the Direct Marketing Association for direct mail campaigns that used letter-sized envelopes

19

the challenge of getting found1
The Challenge of Getting Found
  • Efforts to make Web site organically place or rank higher can be described as search engine optimization or SEO.
  • Paying to have your Web site placed is search engine marketing or SEM.

20

interruptive marketing funnel
Interruptive Marketing Funnel

Awareness

Consideration

Preference

Purchase

23

permission based marketing
Permission Based Marketing

Interaction

Involvement

Intimacy

Influence

23

slide16

“markets are conversations

talk is cheap

silence is fatal”

the

cluetrain

manifesto

24

slide17

The New Marketplace

Head

Popularity

The Long Tail

Body

Products

25

ad