Why I Don’t Mentally Invest In Traditional Marketing

If I had a nickel for every time my daughter has reiterated an advertising “pitch” as a solid reason on why we should invest in the latest toy marketed to kids, well, I’d be a wealthy woman.  And if I had a dime for every time I responded back to her, “It’s just a commercial and learn early on, you can’t believe everything they are telling you (or selling you).”

 

For the past 17 years, I’ve made my living as a marketer, a PR junkie and a writer, and although I discourage pandering to hyperbole and truth twisting, the spin has not stopped here. In the past, companies have attracted people to their product by giving it the ultimate hype. The more shock and awe you use in your advertisement, the more likely people are to notice and remember. However the older we get, the more jaded we have become by these advertisements.

 

Now content marketing on the other hand, lends itself more to building trust and relationships than  to propaganda. So when consumers want to educate themselves before buying have the power to do so at the click of a mouse. They’re looking for solid advice from peers and fellow consumers, helpful guidance that will enable them to make a well-informed decision that leads to a solid purchase. In today’s world, that is what the Web delivers.

 

This gradual shift from flimflam towards legitimacy is something I am happy to see. But not only is it attractive to me, judging from the influence of Internet communication and the ever so popular ecommerce, it clearly appeals to millions of others globally.

 

So what is the pull towards online marketing? Well, instead of one-way communication found in traditional marketing, Web marketing is about open dialog that will deliver useful content when the buyer needs it most.

 

Now, don’t get me wrong, all types of advertising delivers false information from time to time, even online marketing. Companies can still provide prejudiced opinions based on their objectives. Absolutely. The difference is the many voices on the Web, voices with no agenda. And in the end, it befits businesses to be as transparent and up front as possible. This approach builds credibility with their target market and creates more allegiance than an entertaining commercial ever will.

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