The New Rules of Marketing and PR. Scott David Meerman
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I interacted with humans weren't part of the automakers' sites. Edmunds Forums5 is a free, consumer-driven, social networking and personal pages site. It features photo albums, user groups based on make and model of car, and favorite links. The site was excellent in helping me narrow down choices. For example, in the forums, I could read hundreds of messages about each car I was considering. I could see pages where owners showed off their vehicles. This is where I was making my decision, dozens of clicks removed from the big automaker sites.
Since I first wrote about automaker sites on my blog, hundreds of people have jumped in to comment or email me with similar car-shopping experiences and frustrations with automaker websites. And while I certainly recognize that the automakers have improved their sites since I first wrote about them, the focus is still on advertising. Something is seriously broken in the automobile business if so many people tell me they are unable to find, directly on a company site, the information they need to make a purchase decision.
But it's not just automakers.
Think about your own buying habits. Do you make purchase decisions based on your independent research, via information you find with search engines like Google? Of course you do! Do you contact your friends and colleagues via social media like Facebook and ask them about products and services you're interested in? If so, you are not alone. And yet many sellers fail to reach you in this process.
In the years before she headed to college, my daughter researched appropriate schools by searching online and connecting with her friends. Over the course of her high school years, she carefully narrowed her choices down to a handful of schools that were a good fit for her. When applications were due, she was all set.
Yet in the months leading up to the application deadline, she received hundreds of very expensive direct-mail packages from universities around the world. Many sent large, thick envelopes containing glossy brochures with hundreds of pages. These efforts were completely wasted, because my daughter had already made up her mind by doing her own research on the web. This huge investment in direct-mail advertising simply didn't work.
Before the web, organizations had only two significant options for attracting attention: Buy expensive advertising or get third-party ink from the media. But the web has changed the rules. The web is not TV. Organizations that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me.
I'd like to pause here a moment for a clarification. When I talk about the new rules and compare them to the old rules, I don't mean to suggest that all organizations should immediately drop their existing marketing and PR programs and use this book's ideas exclusively. Moreover, I'm not of the belief that the only marketing worth doing is on the web. If your newspaper advertisements, direct mail campaigns, telephone directory listings, media outreach, and other programs are working for you, that's great! Please keep going. There is room in many marketing and PR programs for traditional techniques.
That being said, there's no doubt that today people solve problems by turning to the web. I'm sure you do too. Just reflect on your own habits as you contemplate a purchase.
Consider another form of marketing, the art of finding a new job. Several times per month, I receive email or phone calls from people who are searching for work. They usually send their resume (CV) to me and want to network with me to find a job. What these people are doing is advertising a product (their labor) by sending me an unsolicited email message. Like the auto companies and the universities, the typical job seeker is advertising a product. Yet the vast majority of these people are not positioning themselves to be found on the web, because they don't have a personal website, they aren't blogging or creating online videos, and, except for maybe a Facebook or LinkedIn profile, they aren't active in social networking. They are not creating the content that will help an employer to find them when a company needs new staff.
If you aren't present and engaged in the places and at the times that your buyers are, then you're losing out on potential business – no matter whether you're looking for a job or marketing your company's product or your organization's service. Worse, if you are trying to apply the game plan that works in your mainstream-media-based advertising and public relations (PR) programs to your online efforts, you will not be successful.
So take a minute to ask yourself this simple question: How are my existing advertising and media relations programs working?
In the old days, traditional, nontargeted advertising via newspapers, magazines, radio, television, and direct mail was the only way to go. But these media make it very difficult to target specific buyers with individualized content. Yes, advertising is still used for megabrands with broad reach and probably still works for some organizations and products (though not as well as before). Guys watching football on TV drink a lot of beer, so perhaps it makes sense for mass marketer Budweiser to advertise on NFL broadcasts (but not for small microbrews that appeal to a small niche customer base to do so). Advertising also works in many trade publications. If your company makes deck sealant, then you probably want to advertise in Professional Deck Builder magazine to reach your buyers (but that won't allow you to reach the do-it-yourself market). If you run a local real estate agency in a smaller community, it might make sense to do a direct mailing to all of the homeowners there (but that won't let you reach people who might be planning to move to your community from another location).
However, for millions of other organizations – for those of us who are professionals, musicians, artists, nonprofit organizations, churches, and niche product companies – traditional advertising is generally so wide and broad that it is ineffective. A great strategy for Procter & Gamble, Paramount Pictures, and a U.S. presidential candidate – reaching large numbers of people with a message of broad national appeal – just doesn't work for niche products, local services, and specialized nonprofit organizations.
The web has opened a tremendous opportunity to reach niche buyers directly with targeted information that costs a fraction of what big-budget advertising costs.
A primary technique of what Seth Godin calls the TV-industrial complex6 is interruption. Under this system, advertising agency creative people sit in hip offices dreaming up ways to interrupt people so that they pay attention to a one-way message. Think about it: You're watching your favorite TV show, so the advertiser's job is to craft a commercial to get you to pay attention, when you'd really rather be doing something else, like quickly grabbing some ice cream before the show resumes. You're reading an interesting article in a magazine, so the ads need to jolt you into reading an ad instead of the article. Or you're flying on American Airlines (which I do frequently), and during the flight, the airline deems it important to interrupt your nap with a loud advertisement announcing its credit card offer. The goal in each of these examples is to get people to stop what they are doing and pay attention to a message.
Moreover, the messages in advertising are product-focused, one-way spin. Advertisers can no longer break through with dumbed-down broadcasts about their wonderful products. The average person now sees hundreds of seller-spun commercial messages per day. People just don't trust them. We turn them off in our minds, if we notice them at all.
The web is different. Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment a buyer needs it. It's about interaction, information, education, and choice.
Before the web, good advertising people were well versed in the tools and techniques of reaching broad markets with lowest-common-denominator messages via interruption techniques. Advertising was about great “creative work.” Unfortunately, many companies rooted in these old ways desperately want the web to be like TV, because they understand how TV advertising works. Advertising agencies that excel in creative TV ads simply believe they can transfer their skills to the web.
They are wrong. They are following outdated rules.
• Marketing simply meant advertising (and branding).
• Advertising needed to appeal to the masses.
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