“We are moving from an era of finding customers for our products to one of finding products for our customers” Seth Godin. The end of the Industrial Age also defined the end of Pipeline Marketing as the most effective method to reach youth yet we, as an industry, still compete to out-engage each other through Industrial marketing strategies.
Pipeline marketing is about awareness and interruption – a formula that has for 3 generations been successful; stop what you’re doing and pay attention to me. Yet, while this formula achieved success in an age where competition was relatively limited, brand choice a compromize as opposed to a pinpointed match of your desires with the best product out there and both consumer attention and trust abundant, in the Social Network era the cost of failure is too high.
Pipeline marketing fails to count the cost of its efforts. 4% success rate is also a potential 96% failure. Even 20% of consumers “opted in” to marketing found that marketing to be intrusive. So while 4% acted on your marketing message, 20% found it irritating and the other 76% are unknown. Is this a successful campaign?
Platform marketing is different. Platforms means awareness is a byproduct not the end game. Platforms aim to build a legacy just as Red Bull builds the music academy, Nike gives you Run London, Orange and Boost Mobile promote Rock Corps and Jones Soda sponsors its riders.
Despite the success of Platform marketing, Pipelines cannot change on a sixpence; the DNA of their organziations continue to dominate their actions. Pipelines may talk about “customer centricity”, “social media” and “engagement” but as long as they measure executive success along the lines of market share, ARPU etc they will still get Pipeline results. Here are some of our recent findings:
*Super Bowl advertisers compete for free mobile ads (Mobile Marketer)
* Industrial or Social – What type of youth marketer are you? (Mobileyouth)
* Young people watch less TV (Kortjes)
* Top US advertisers in traditional media in 2008 (IT Facts)
* Pepsi Promotion Plasters Times Square With New Logo (Adrants)
* Awareness Means Nothing (180360720)
* Brands, social, clutter and the sundae (Seth’s Blog)
* Inventory Up & Costs Down–Are Mobile Ads Worth it? (Andy Beal’s Marketing Pilgrim)
* Advertising Creep Update (Animalnewyork)
* Mobile Ad Rates Begin to Drop as Inventory Increases (Advertising Age)
* If you are buying loyalty, the price apparently went down (Richard Owen Blog)
* Apps Are the Newest Brand Graveyard (Brandweek)
* Demographic-Based TV Buys Not Enough (Mediaweek)
* PR Agencies own Social Media Marketing (Adspace Pioneers)
* A new low in Twitter spam (The Equity Kicker)
* A Funny Thing Happened When I Cut My Ad Spend (Advertising Age)
* Death By Zero (Marketing With Meaning)
* Repetition of TV Spots Risks Driving Consumers Away (Advertising Age)
* Consumers Bugged by Many Ads (Advertising Age)
* Failed Alternative Marketing (Hipster Runoff)
* How To Treat A Guest: The Stupidity of Autoresponders (Psychotactics Zingers)
* How About Some Free Money? (Advertising Age)
* Direct Marketing to Account for 53% of US Ad Spend in 2009 (Marketingcharts)
* Is the End Near for Display Ads? (Brandweek)
* Display Ads Aren’t Going Anywhere… (Darren Herman)
* Don’t Advertise on Social Media (Capital C)
* Blyk raises €40m to expand ad-funded mobile model (Tech Blog)
* How primitive email campaigns are holding you back (iMedia Connection)
* The Japanese Way of Marketing (CoolMarketingStuff)
* Quote of the Day: P&G’s Ted McConnell on Facebook (ClickZ News Blog)
* After Nearly 50 Years, BBDO Loses Brand Pepsi in U.S. (Advertising Age)
* Consumers Opening Fewer E-Mails (eMarketer)
* Strategy decay in the film industry (The Equity Kicker)
* Too good to be true (the overnight millionaire scam) (Seth’s Blog)
* The Demise of Direct Marketing? (Branding Strategy Insider)
* A Study in Hollow Brand Values (Technorati)
* Pepsi Upends Brands With $1.2 Billion Shake-Up (Advertising Age)
* In The Future, Advertising Will Be Awkward (The Marketing Student)
* Microsoft Ad Business Strong, But Display Ads Threatened (ClickZ News Blog)
* Online Display Pricing Down 27%; Small Sites Affected Most (MarketingCharts)
* The sad truth about marketing shortcuts (Seth’s Blog)
* The Cost of Spam (Portfolio.com)
* Christian Gulliksen: But That Wasn’t Spam! (Marketing Profs Daily Fix)
* American Airlines Blog (PR Communications)
* 12 Causes of Bad Brand Advertising (Branding Strategy Insider)
* Jonathan Macdonald Presentation 2008 For Download (Jonathan McDonald.com)
* The Broadcast Ad Model Is Broken. Now What? (Advertising Age)
* Customer Centricity Unlocks Advertising’s Future (Customer World)
* The Death of Print: Newspaper Circulation Down (Truemors)
* How Nike Is Destroying Your Marketing Campaigns (Online Marketing for Marketers)
* Breaking News: Marketers Plan To Focus More On Customers (Ron Shevlin’s Marketing Whims)
* great ideas matter more than fast ideas (Influx Insights Weblog)
* Cute slotMusic Player: Nice Gift; Won’t Save Industry (JupiterResearch Analyst Weblogs)
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