Marketing From The Bottom
I was reading a book yesterday how advertisers lament the current situation. In it he states that the days of forcing Joe Schmoe to watch a series of ads while lying down on a comfy sofa is now over. Joe Schmoe is not lying down watching the TV, he is now sitting on his chair in front of a computer connected to the Internet. Joe Schmoe has taken control of viewing content and now has power to turn-off messages he doesn’t like. “Oh yeah, you marketroids are done now. You’re just a click of a button away.”
I remember in the class, when agricultural economy turned to manufacturing, marketing evolved to meet new challenges of having to deal with huge quantities, surplusses to be exact. Selling in conjuction with identifying the buyer became a little bit complicated, with marketing having to satisfy not only one but several types of buyers. That’s only one aspect of it, not including geography which is another facet.
Now, in this age of information and service-based economy, a new type of behavior is rapidly growing to the unsuspecting marketing guy, like a throbbing green blob in a petri-dish. And this behavior is the one most advertisers fear of, power has shifted to the side of consumer who are now in control of data, the (over) abundance of information has changed the field. Overflowing rivers of information coursing through the network, straight into Joe Schmoe’s tiny brain is like a bolt of lightning hitting the advertisers.
The place littered with pieces of old junk.
“What a disaster. Oh my gaawwwwd. Quick, call the dumpster man now!”
With that fact already in place, the guys at the marketing department came up with a new way of reaching consumers, known as bottom-up approach.
Well, sit back and relax, enjoy. While I go for now to finish the Accounting assignment.