chasm,has,opened,between,Adver marketing A chasm has opened up between Advertisers and Customers.
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
Consumers are deaf to the babble of theadvertising class. It is true to say that all the advertising inthe world won't bring the customers back!Spending a huge fortune on TVadvertising?Rest assured these days youradvertising slipped into the huge gulf of mistrust, disbelief andtotal lack of interest that now separates the Advertising Class fromeverybody else.This gulf is so full of disbelievedadvertising and ignored blogs,sales promotion gimmicks,directmarketing and irrelevant banners/radio commercials.The cynicism about advertising is sopervasive that it embraces almost all marketing activity. Use astatistic? It's a lie. This cynicism extends to the media, alladvertising is seen as fiction inside an untruth wrapped in piece ofspin!Most advertising proceeds as if therewas still a reasonable degree of trust. As if the message was stillgetting through, still be listened to, still being weighed up. Itmust be hard to be in Advertising and to carry on if the truth werefaced.For example, the rubbish that the foodindustry has fed people for decades, along with its (literally) toxicproducts and the lies and omissions that it has disseminated, wellnow is the time to challenge this concerted project ofmisinformation, corruption and silence together with the programme tokeep people as ignorant as possible about factory farming. Mythstrotted out regularly.The incredible plethora ofchoices consumers now possess has a downside, and it's calledexhaustion. An overwhelming number of possibilities complicatesevery buying decision. Add to that all the other more baroqueaspects of modern life, such as two-income households, frequentdivorce and remarriage and blending of families, increasingtraffic, shortening news cycles, and 100 channels of cabletelevision, and you wind up with a consumer group that feelsvery over loaded and harassed. Stand back. Stop thinking likethe operator and start thinking like a customer. Better, talkto real customers. Or, better still, to real non-customers.What do they want? What is missing for them?Customer focus is important allthe time, and is one of the main advantages that small firmsenjoy over their apparently stronger and more profitable largerrivals. In good economic times, it's almost inevitable that,for big companies, the needs of customers will drop down thelist of corporate priorities, to some degree. This creates anopportunity for small firms with a distinctive customeroffering to move in and clean up.Knowing your customers isespecially useful at times of abrupt and unexpected change - arecession, for example. Having a strong sense of why people buyfrom you as well as what they buy can help you to avoiddamaging knee-jerk responses. Is everyone else in your sectorrushing down-market in anticipation of a boom in demand forcut-price 'value' offerings? If you stick it out at the top ofthe market, you might be able to grab for yourself a big chunkof the tasty high-margin business that remains.Now, in future you must rememberthis, engaging your audience is key to your future successYoushould focus on "engagement", "relevance"and "customization" to make an impact with consumers.Additionally the rise of new media has ushered in the eraof "performance marketing".Businesses hoping toderive the maximum benefit from digital media must providecustomers with information tailored to their individual needs,be it on mobile or the web, or analogue mediaCommunicationsshould also take the form of a two-way conversation, withconsumers being able to customise the content they receive inline with their personal preferences.This meansadopting a truly interactive communication mindset. The age ofpush marketing is behind us. What counts now are dialogue,engagement and relevance, Digital channels that can deliverconsumers with established interests can charge handsomely forthat capability.Customer focus isimportant, because it can help you to see beyondindustry orthodoxy and understand why people buy fromyou rather than go somewhere else. It requires adifferent mindset and the ability to cast aside thosecherished, but often erroneous, shibboleths about whatcan and cannot be done, that all businesses create forthemselves..
chasm,has,opened,between,Adver