The days of passing an ad in front of someone seven times to make them purchase are over. With the advent of DVR (Digital Video Recorders) people have made two very important statements. First, I want content when I want it. Second, I want to be able to fast forward through ads. Customers require a more seductive approach to marketing to gain their interest. There will be a day when we'll laugh about the fact that we had to wait until a specific time to watch a show. Customers are in control of the type and frequency of content. Customers have the following attributes:
- Advertising is looked at as an interruption
- They don't want to pay for things that are usually free
- They want advertising labeled as advertising
- Most of them don't mind if they're finding out about products they might be interested in
- They don't want to tell companies more about themselves than they absolutely have to
The marketplace can no longer be driven by the frequency of ads. Customers want relevant content about the products and services they're interested in. This isn't fast or easy. It's a slow seductive process of targeted marketing.
If you have any questions please feel free to contact Ontarget at info@ontargetinteractive.com.
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