Thursday, January 27, 2011

Reaching Consumers Who Don't Want To Be Reached But Do Want To Buy

That's the dilemma, isn't it?

How do marketers reach those who want to buy but don't want to be reached?

The answer is to flip the situation. The answer is to let the consumer reach the marketer.

The job of media was once to deliver people to advertisers. The job of media today is to deliver advertisers to people.

What this means is that advertising's job is no longer to get people to listen.

Today, people get advetisers to listen.

How many advertisers do you know that are good listeners?

That's what I thought.

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