Filed under: New Media Marketing, Online Marketing, Online Media, TV Advertising, Traditional Marketing, Traditional Media

A & H cohort Saul Wainwright has reacted with skepticism and a touch of disdain to the recent Deloitte & Touche survey that declares that American consumers feel that television advertising has the effect on buying habits.

85 percent of consumers still find TV advertising to have the most impact on their buying habits, but online ads are second-best, with 65 percent of consumers saying they have the most impact, beating out magazines, at 63 percent.

He then goes on to point out that many Americans are joining social networks and that they seek out information online about product and services. They often turn to others online to get this information.

He asks, “TV Advertising still packs the biggest wallop?? Really?

My answer: ABSOFREAKINGLUTELY

Why should this be a surprise? And why is this always looked upon as a competition? It shouldn’t be because the most effective marketing strategies today usually call for an integrated approach.

Here’s some explanations as to why this survey is likely very accurate.

- As Saul himself points out, the fact that TV is ingrained in the mind of so many may make it an easy answer spew out. That leads to reason #2.

- TV is ingrained in the mind of so many. It is very much part of many people’s lives. Sure, they’re watching it less and less. But they’re more likely to own a TV before they own a computer. And yes, they’re still likely to own a computer. And be online.

- The days of passive media digestion is NOT over. It’s still here. It will continue to be here. It’s just not the ONLY game in town.

- TV can give people ‘inadvertent exposure” to products, services, events. People don’t have to be looking for it to find it.

- When it comes to local, many smaller localized companies have yet to develop an online strategy. But they may run a spot on cable.

- Not everyone is under 40 or online enthusiasts. Yep, there’s a lot of people out there that check their email every couple of weeks. If that.

- and perhaps most importantly, those online conversations aren’t advertising. They, more often than not, aren’t marketing. They are organic conversations. That’s why they work!

To me, the most compelling figure up there is not the 85 percent that say TV. It’s the 65 percent that say online ads. If one puts together that 65% and then adds in the concept of genuine social media, you’ll see a true profile of the online world and where it really stands.

2 Comments » Posted on January 5th, 2008 by Jonathan Trenn

Filed under: Abraham Harrison, Abraham Harrison LLC, Abraham Harrison Staff, Blogging, Blogging Books, Conversation Marketing, Corporate Blogging, Markets are Conversations, Naked Conversations, Robert Scoble, Word-of-Mouth

Naked Conversations gives a transparent look into why your business may have a company webpage but have yet to form real relationships with individuals in the blogosphere—an increasingly growing online community. Chapters within the text reveal valid reasons why small and large companies need to start being honest and reaching out to their customers.

Robert Scoble and Shel Israel illustrate a new revolution in their text by pointing out that blogging has already begun to change the social landscape of media communication. We are living in age where every second of every day is a missed opportunity if you do not promote your business through an integration of media outlets.

The authors’ state that company blogs are a tool and the return on investment is that new and returning customers will see a sincere human being who cares about their business and reputation. They also reaffirm that if someone has not being open, honest, or cool about a company product, the blogosphere or global network of fact checkers has the right to say something about it.

The communication revolution moves from an impersonal, controlled one-way model of communication into a decentralized interactive, constantly regenerating conversation. Word-of-mouth is a phrase reverberated throughout the text and can be visualized within the recounts of successful blogs like GM Fast lane, English Cuts-Savile Row suits, and Treonauts by Andrew Carton. Each has learned that customer evangelists have the ability to jump start excitement and dole out advice if your product is not quite remarkable just yet.

Why are so many companies afraid of conversational marketing? The authors explain that many individuals care so much their product they are afraid to gamble on all the hard work that has already been put into the business.

Time consumption, legal concerns, negative comments, clash with PR firm, giving away competitive information, and getting fired are all valid apprehensions but can be deterred by remembering key advice that not only the authors but regulars readers of Naked Conversation Blog agreed that the tips given in Chapter 11 Doing It Right would ease new and inexperienced individuals into the blogosphere. A blogging plumber you say?

The Corporate Weblog Manifesto in Chapter 12 has over 30 great comments about the principles of corporate blogging from experienced bloggers as well.

Now here is the honest part of this review if you are still reading. After finishing the text, my subjective view is that your company should create a blog about your brand if it has not been done already because it gives you DIRECT ACCESS to potential and returning customers. Keep your corporate leadership priorities straight and only blog when you can and give up the duties to employees or emerging online pr companies that want to see the highest level of excellence from your product(s).

Remember you are not late to the game, it has just started, so jump in and get your feet wet. Have OPENNESS & HONESTY & (be) COOL– showcase exactly why your brand is remarkable because blogging allows the opportunity to the change the entire perception with the click of the mouse and tap of the keyboard. Customer evangelist will come to your assistance if someone calls your product unremarkable.

I think readers will enjoy this book for an over view of why blogs are necessary for business reputation and encourage the customer evangelist in all of us. (‘Because we are living in a material world’… ok I’m back from 1985 or just watched a scene from Moulin Rouge).

Scoble and Israel stated in the final paragraph of the book that blogging has ended an era of one way communication and companies are not just talking to consumers anymore. Two-way conversation allows customers an all exclusive, backstage VIP pass to give thoughts and feedback on products and brands in the market right now. Businesses no longer have to wonder why a product is not interesting consumers when focus groups state they have explored all avenues. CEO John Doe can go online and pose the question on a blog or in message forums and get answers from the individuals with money to spend.

Blogs must be seen as tools and corporations must see that markets are available for conversation. The Conversation Era is here but the conversations have only just begun.

3 Comments » Posted on January 5th, 2008 by Katie Wolph


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