Marketing: speelveld in beweging

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Frank Janssen van Frankwatching

Weer een interessant artikel over de grote veranderingen op het speelveld dat marketing heet. Wat me opvalt is dat waar eerst overwegend partijen als Microsoft, IAB en andere internet- gerelateerde partijen schreven over de kracht van online marketing, er de laatste maanden ook steeds meer algemene marketingbronnen publiceren over dit onderwerp.

De rode draad in veel van die verhalen: de kanaalconcurrentie neemt toe. TV boet steeds meer aan kracht in, onder invloed van de nieuwe media raakt het mediagedrag steeds gefragmenteerder en neemt het belang van direct advertising via internet, post, instore merchandising, sponsorships e.d. steeds verder toe.

“Marketing is growing more innovative in response to consumers while becoming more fractured by technology such as Internet, DVRs and cable TV.”

The trend is away from mass advertising — television advertising in particular – and toward what I call more nontraditional or alternate forms of advertising, some of which are quite old-fashioned.”

The whole belief is that traditional media is not working as well as it was,” Reibstein notes. Television is under siege from a variety of fronts, he adds. First, many people are able to ignore advertisements by videotaping programs and fast-forwarding through commercials. TiVo has only made that easier. Also, more people are multi-tasking – for example, watching television while working on a computer so they pay less attention to advertisements. Another threat is that young people spend more time on the computer than watching television compared to older generations. Finally, the rise of cable television has splintered the television audience, thereby weakening advertisers’ reach with a single commercial.

For example, a television ad selling a product for dogs is wasted on all the people who do not own a dog. “Everything has a finite target audience,” he says. “The trick is to define that audience, own it and not waste a penny of your ad dollars outside of that market.”

New technology is helping marketers in many ways, Roska adds. He points to POD, or the print-on-demand system, thatallows marketers to feed database information directly into a printing press to customize mailings. “The piece that comes off the press for Mary Sue in Tennessee has a picture of something in Tennessee that speaks to her and her needs. The next piece is targeted to John Smith in Rome, N.Y. and looks totally different … Instead of mass printing of one message,” says Roska, “we are now capable of customizing the message to the recipient.”