In response to this post by David Howse
I have to disagree with your position.
The real problem with advertising on traditional platforms isn’t the sales people. I think the real problem lies in the measurement tools businesses use to measure their marketing efforts. Most businesses rely on POS surveys like “how did you hear about us” or bottom line sales.
While those are important bits of information to have, they are lagging indicators of the consumer’s purchase journey (look up Consumer Decision Journey). These lagging indicators don’t accurately reflect all the steps that consumers go through to make a purchasing decision and undervalues the impact traditional media has on that process.
Enter the internet. Before buying a product, the majority of consumers can and do research products & services online. These digital assets are the measurable touch points (database programs, online review sites, Social Media Chatter, Youtube views etc) that any business can build and monitor. A marketer should include these metrics in their measurement tool kit and look at the impact that their message from traditional media has on these touch points.
Two things will begin to happen. First, is that a business can start to measure their ‘funnel’ rather than just their bottom line sales. Secondly, a business will be able to evaluate their lead conversion rate. If a business can do this, they’ll find that there’s a lot internal changes they can make to better serve their customers and thereby improve their sales.
So how “should” a business build a marketing plan?
Your 4 steps to describe how a business should advertise is very good, but not novel. I work for the Rogers Radio group in Calgary and speaking on behalf of the business partners that I work with, we’ve been using those same steps for years.
Choosing an advertising platform for any business “should” be quite easy. Based on the most robust study I’ve read on media usage (CMUST Study), Canadians spend the overwhelming majority of their time with 3 types of media…TV, Radio & Internet. In fact, Calgary ranks among the highest Canadian cities for internet usage at about 90%. Since the majority of people use these 3 mediums to access content, it makes sense to me that most businesses “should” focus the majority of their marketing resources to these 3 platforms. However, this isn’t always true and in my experience, it has little to do with the sales reps involved.
I’m not a pimp. I don’t want my clients to scream. I would like my clients to listen to their customers and use radio (the medium that I sell) to initiate one on one conversations with a large number of prospects that in turn, can be converted into sales.
As a marketing consultant, I understand that businesses have a multitude of options to advertise. I also understand that the internet and social media have given marketers a unique opportunity to create connections with customers on a very individual and personal level. So are you suggesting that since a marketer can now connect with their customer on an individual, one on one level, that they aren’t marketing? That they aren’t doing their job? In my opinion, this is exactly what a marketers job is.
In fact, you are advertising yourself with this blog. You’re positioning yourself as an expert in your field. But unless I’ve got my volume down, I noticed you’re not screaming. Consider me your competitor. I’m not screaming either but we’re both contributing to a general knowledge of what advertising and marketing is all about.
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