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Wednesday, April 4, 2007

Big Idea :: Convergence & Relevance

The future of marketing and advertising is a future where convergence and relevance are king and queen.

Convergence ::
In the absence of a technological revolution things tend to converge. Just as CD and DVD readers and writers have converged into super-drives that can read and write CDs, DVDs, and Dual-layer DVDs, your home computer and living room television are converging.


This convergence means that "traditional" television advertising no longer needs to be so traditional. By that I mean, it can be interactive, targeted (by more than just a generic demographic), and relevant—which brings me to my next point.

Relevance ::
Effective marketing needs to be relevant to the audience. Every marketing dollar spent to convey an irrelevant message to a prospective buyer is pretty much wasted. Just because you’re watching a car race, doesn't mean you're in the market for an oil change. Rather, imagine the impact if you only received the oil change message when it's been more than 3 months since your last oil change.


The Future of Marketing ::
Allow me a fake, short story as an example of what interactive television marketing could look like.


You return home from a long day at the office. It’s been a longer day than usual. You sit down, put your feet up and flip on your Internet-enabled TV. After checking your email on the bottom of the screen and watching your favorite prime-time show on the top of the screen, they break for commercials. You’re about to flip over to another channel when you notice that the local Pizza Hut is having a "buy one pizza get another one free" promotion. The ad says, "Click buy on your remote to order."


The offer is appealing, it’s late and you’re starving. You click "buy" on your remote. The screen asks for your choices of topping, and if you would like to use the same credit card from your last purchase. You select "Yes" and the screen gives you an ETA for delivery. You hit the "Back button" to return.

Then you see a reminder from the city that your registration needs to be renewed soon. It asks "Click buy on your remote control to have your new registration sticker sent to you within 5 business days." You opt to set a reminder for tomorrow instead of buying now. You’re too hungry to think about inspection stickers.

After your show is over and all that’s left of the pizza is the crust, you pay your gas bill and order a movie. "Blades of glory" looks like it might be funny.

Conclusion ::
In the example story, marketing is able to be targeted, relevant and offer-driven because of the convergence of your television and home computer.


This could be the future of television marketing because it allows marketing messages to reach an interested audience in an interactive way and it is traceable and accountable back to the marketer.


The technology exists. The model has been proven. It's a matter of putting the Big Idea together.

What do you think? Is this a step in the right direction or invasion of privacy?

 
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