The customer has taken charge and will no longer stand for having products and services pushed on them. Information access has put the customer in the "dri¬ver's seat" never to be successfully "push" marketed to again.
Joseph Jaffe author of Life After the 30-Second Spot assures us that people still want marketing but in a completely differ¬ent way. Jaffe states that there are ten major reasons demanding this change and a variety of effective solutions. Which marketing solutions are best for your organizations?
Before discussing solutions, realize that the Internet has facilitated the customer taking charge thru access to information. This empowers skeptical consumers and makes comparison shopping just a click away. Amazon overcame skepticism by publishing book reviews not by Amazon, but by independent readers.
A frustration of the medical profession is that demanding patients are researching their specific ailment and can know more about it than their Internist. Although wanting control, consumers are pressed for time. If you can gain their trust, most would prefer to do business with you.
Technology allows blocks to accessibil¬ity, customers control when and how you can reach them, joining do not call list, using caller ID and commercial free satellite radio. Virtually unlimited choice and easy access has signifi¬cantly reduced loy¬ally and customers leave immediately if they feel let down.
Consumers are now so well informed that they often end up telling salespeople what they want, rather than salespeople accessing their needs and making their best recommendations.
The good news is that to thrive in this new consumer controlled environment does not require a mega-marketiing budg¬et. Starbucks has virtually no marketing budget nor does Amazon and EBay.
Spending should empower consumers and give them a say in marketing efforts instead of making them play a passive role. The Internet gives customers what they want, both control and interactivity.
When people go on-line, they're usual¬ly looking for something and often con¬sider the messages on the sites they visit. Traffic is expected to double by 2007 and already 90 percent of people at work and 50 percent of homes have high speed access. Your Web site should treat con¬sumers with a level of respect and help-fulness that makes them want to buy your products and services. It should encourage them to come back regular
ly. It should emphasize meeting their needs as you offer your product or serv¬ice.
Through interactivity your Internet marketing can draw people in and let them have fun participating in your process. Most Hollywood films are now launched with an Internet gaming version supported by a gaming magazine in print. Chrysler was very successful with its travel game and found the average player was age 45.
Effective Internet marketing will demand knowing who your targeted cus¬tomers are, exactly what they want, and finding creative ways to immerse you're offering into the game design. Carefully study and consider your targeted cus¬tomers values, hobbies, demographics, interests, passions and goals
Figure out how you can better engage a visitor who comes to you're site and then deliver a fun, interactive and intriguing experience. Create so much interest and excitement for that visitor that they both play your game and purchase your prod¬uct or service.