Marketing Amnesia
  • Forget Me Not
  • The Best of The Web
  • Consultation
  • About
Say hi

Half of Advertising Spends are Wasted - Total Crap!!

20/6/2008

2 Comments

 

Media Evolution
It wasn't too long ago when many of us sat waiting for Doordarshan* to air the saturday evening movie and irrespective of who acted in it, watched it. The whole family & the whole country could be reached by airing a single spot during this time band. For someone with money this is an easy option. For startups of course, this situation would be a nightmare.

Opportunities for entertainment and media options have evolved greatly since that day. From one TV channel and millions of viewers we have moved on to 100s of TV channels and a niche set of viewers.

Segmentation of audiences by the press, magazines targeted at niche audiences are all obvious indications of the world being continuously segmented into audiences with different interests and preferences.

Add to it the internet which is emerging as a leading entertainment destination amongst the youth. The consumer could be visiting any one out of over 50 million registered domains depending on his interests and this further confirms the theory of The Long Tail (a book you have to read, if you haven't already)

                                                    Image Source - Free Thought Canada

Chris Anderson, author of "The Long Tail" aired a quote " Every abundance creates a scarcity" in a fantastic post and ever since I have been dreaming of writing about it. Have finally got down to doing it.

Media Proliferation and infinite entertainment destinations on the web have clearly created a scarcity of consumer's time and attention.

Greater Segmentation => Lesser Wastage
Greater media segmentation both simplifies the marketers life and complicates it at the same time. The Doordarshan ad is a simple decision, while choosing amongst media options today is a full fledged job.

Marketing rules on the internet further complicate lives by adding an interactive element to the traditional ad. If done right, targeting and reaching your TG is much cheaper and the proportion of advertising wasted on an audience that doesn't remotely care is less.

Simultaneously the ad rates chargeable to reach this already segmented audience increase and sometimes by around 10 times. Chris Anderson's post comparing ad rates on Social networks like Facebook vs networks like Ning establishes the same.

* Doordarshan is the public television broadcaster of India

2 Comments
free twitter followers link
22/4/2012 04:47:52 pm

This blog is informative. Twitter is the social media were all friends and relatives were connected.. I enjoyed every single part of it and I will be waiting for the new updates

Reply
century telemarketing list link
19/8/2013 09:30:25 pm

Choosing a good marketing campaign can succeed in business

Reply



Leave a Reply.

    Picture

    Ishwar S

    Chief Amnesiac

    Co-Founder & CEO - Furdo.com


    Don't 'forget' to Subscribe

    Marketing Amnesia??

    In all the hype around performance marketing, tech startups, platforms & network effects - the world seems to have quitely forgotten that marketing warfare is primarily fought in the consumer's mind.

    This blog is my quiet crusade against marketing fads, and also a space to crystal ball gaze into the future


    Updates, Insider Scoop & Free Downloads

    Delivered by FeedBurner




            Recent Posts


    Categories

    All
    Apps
    Brand Definition
    Branding
    Buzz Marketing
    Communities
    Conversation Marketing
    Crowd Sourcing
    Domain Name
    Email Marketing
    Facebook
    Interesting Websites
    Logo
    Loyalty
    Marketing 20
    Media
    Mobile Communities
    Mobile Loyalty
    Mobile Marketing
    Personal Marketing
    Positioning
    Restaurants
    Services Marketing
    Social Media
    Social Media Marketing
    Social Networking
    Startup Marketing
    Twitter
    Viral Marketing
    Word Of Mouth


    Must Reads

    Online Marketing Blog
    Trend Watching
    Duct Tape Marketing
    PR 2.0
    The Long Tail
    Brains on Fire
    Britopian
    CK's Blog
    Neuromarketing
    Conversations Matter
    A Human Voice



    Disclaimer

    The opinions expressed herein are my own personal opinions and do not represent my employer's view in anyway.

    © Copyright 2008

Proudly powered by Weebly