July 7, 2010 Michael Bickerton
In the old marketing arena, things tended to focus on HOW you said things, not, WHAT you said …
When you focus on how you say things, are you worried about how loud it is? How often is it said? Is it all about the music and the colours? In old marketing arena (conventional media), that was the case. We would take a relatively regular commercial or ad (TV, radio, magazine or newspaper) and blast it out there. The goal was to get your attention by making a lot of noise and making it for days or weeks, or months. To make sure you got your message out there, you just kept blowing the horn. Although this behavior did capture attention, it was not a long-term strategy, often quickly forgotten. The focus was on how you said things.
Back to that change thing, (yup the change word again), a new way of looking at things. Embracing a new consumer and a new time. Today you need to realize that it’s all about what you say …. today’s marketer needs to appreciate that consumers are tired of being blasted, they like facts, they like to deal with real products, real companies, and real people.
Keep in mind that your consumer, your customer is informed, better informed than some of your own team, so keep your marketing in perspective. It’s critical here to ensure your focus online is clear, concise and factual. It’s critical, more so than the other medias, that you stick to the facts and just the facts. Simple is the name of the game, online. So, as your digital agency, we recommend that you view things from a new vantage point. Your initial questions should sound like, “What would happen if we did this correctly? And, what would happen if we dealt with this issue truthfully?”
In this changing environment, it’s not about HOW you say it … it’s all about WHAT you say!
Michael Bickerton, Raven5 Ltd, July 2010