The
New Power Of Advertising
by Jay
Conrad Levinson
A website is an island. Advertising is a bridge to that island. Large
and small businesses online are discovering that truth in a hurry – or
else. Advertising is not what it used to be. The internet has changed
its purpose and its strength. Rather than making advertising in the
traditional media weaker, the net has made it stronger. That’s
why all guerrillas must be aware of the new power of advertising.
The first thing to know, and this should
come as good news, is that advertising no longer has to make the sale.
Not very long ago, advertising’s main
goal was to make the sale, though there are many other goals. But that
has changed dramatically with the growth of dotcom companies all over
the internet. Today, the goal of much advertising is not to make the
sale but to direct people to websites.
That does not diminish the power of
advertising. Instead, it increases it. With many, if not most,
guerrilla-run companies establishing webturf, advertising’s newest
function is to motivate people to visit a website where they can get far
more information than can be delivered by standard media advertising.
Advertising has become the first step in
a permission marketing campaign. It invites dialogue and interactivity
with prospects and customers by directing people to websites, by
offering free brochures, by generating the kind of action that leads to
permission to receive marketing messages. Once people grant that
permission, which they do at a website or by simply calling to request a
brochure – printed or electronic --- that’s when serious guerrilla
marketing attempts to close the sale.
That means the prime obligation of
advertising is to motivate an easy-to-take-action. This should come as
good news because it places less of an onus on advertising than ever
before. Motivating the action of getting person to click to your website
is a whole lot simpler than motivating a person to part with his or her
hard-earned money and risk spending it the wrong way.
Not only is it easier to motivate action,
but that action is becoming even easier as being online is now endemic.
Over 100 million people are now online, though America Online’s chief,
Steve Case, pegs the number as being closer to 200 million.
It’s not always a whole lot of fun to
visit your store or order from your toll-free number, but it is fairly
enjoyable to click over to a website and take a gander at what is being
offered and how you can benefit.
There is a risk when somebody responds to
advertising with an order. There is no risk at all if they check your
website. Advertising seems to grease the skids to the sale. It takes far
less time to learn about you online than to cruise around a mall or
drive to a location further away than their computer.
That means advertising can be short,
concise, to the point. It no longer has to curry the favor of prospects
with long copy, involved graphics or detailed explanations. The internet
can do that for you, allowing you to save on advertising costs.
Advertising your website works in all the media – from TV to radio,
from magazines to newspaper, from direct mail to billboards. It
doesn’t take a lot of time or verbiage to get them to spend a few
moments checking how your website can improve their lives.
As all guerrillas know, the name of the
game in marketing is creating relationships. It’s tough to accomplish
this with an ad. It’s pretty easy with a website, which initiates
dialogue by inviting it, by making it as easy as clicking a mouse.
Advertising has always been a method
designed to change human behavior by getting people to purchase your
product or service. The internet has changed that. Now, advertising
merely has to deflect human behavior, to divert curiosity from an ad or
commercial to a website.
There is little question that the online
fire burns brightly. There is no question that advertising fuels the
online flame.
During the telecast of Super Bowl played
in l999, I was fairly amazed to see four commercials for dotcom
companies. Today, I am even more amazed when I watch a sporting event
telecast that does not have a whole gaggle of dotcom commercials.
The big and the small players online are
learning from hard experience that they are invisible when they are
online. Sure, their site might come up from a search engine or a link
from a cooperating company, but the majority of people get their
information offline – and that’s where guerrillas marketing their
sites. Offline and regularly.
It’s true that standard media
advertising is interruption marketing, interrupting people in their
perusing of the newspaper or magazine, in their viewing of a TV show or
listening to the radio. Interruption marketing is crucial, however, as
the first step in gaining permission from people to receive your
marketing materials. And it is equally crucial in luring them to your
website.
The top five products that internet users
actually prefer to buy online differ from men to women. The top five to
men are computer software, computer hardware, pornography, books and
music. The top five to women are computer software, greeting cards,
music, books and computer hardware. As Adweek magazine says, women are
from Hallmark; men are from Bob’s Digital House of Porn.
Many so-called experts believe that the
growth of the internet signals the demise of advertising. This
particular expert believes just the opposite. Advertising now can loom
as important as ever, as necessary as ever, and more mandatory for a
proper marketing mix than at any time in history.
The larger the internet grows, the more
important the role of advertising and the greater its power. Advertisers
must no longer have to move a person from total apathy to purchase
readiness with their advertising. Now, all they have to do is move a
person from total apathy to mild curiosity. From that point, moving that
person to purchase readiness is the job of the website.
Jay Conrad Levinson is probably the most
respected marketer in the world. He is the inventor of "Guerrilla
Marketing" and is responsible for some of the most outrageous
marketing campaigns in history - including the "Marlboro Man"
- the most successful ad campaign in history. Learn how Jay can make
*your* business a huge success in his latest book (and arguably his best
ever) Marketing
On Steroids. |
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Last updated by Andrew
Lopez, RN on Friday, November 12, 2010