Sunday, June 20, 2010

Marketing Japan: The Theory of the Future of Online Advertising by an Entrepreneur...

I like Shelly Palmer.

There's an extremely interesting Blog by Shelly Palmer about advertising goods and services in the future and her conversation consider it with a successful entrepreneur that I'd like to direct you to. Here is an excerpt from that article:

...Joe presented his theory of the future of online advertising empowered by social media. He articulated a future where traditional media and big brands were dead, and, just for good measure, he postulated a consumer-controlled, self-selected future of infinite choices of goods and services. His monologue was pervaded by phrases like, “advertising doesn’t work” and “people don’t want to be interrupted.” And, my favorite, “Social Media marketing is the only possible future … brands are completely out of control and marketers have to realize that. Consumers control everything! Besides, everyone wants targeted, measurable messaging, it’s all going to be online.” 

The rest of the article talks about Social Media and Social Media Marketing versus traditional media. I have issues with both sides, but it is interesting to read what "Joe" and Shelly think.  But there is one thing that Shelly writes that I thought was completely wrong:

You need to brush your teeth. You need inexpensive, nutritious food. You need durable goods, soft goods, hard goods and you need them packaged and delivered to a venue near you … everyday. In fact, the more organic, unpreserved, special and perishable the produce and goods are, the more time and energy must be expended to get them as close to you as possible. Not just in your town, nationwide — and in some cases, worldwide.

OK, it might sound as if I am nitpicking, but what I think Shelly is implying here is that organic, unpreserved, perishable produce needs advertising since this s not an article about food distribution. So, here Shelly is wrong. Generally speaking, basic foodstuffs do not need TV, radio or any other mass media advertising at all as they are basic to survival and are sought out by people. This is why is is unusual to see advertising for raw fruits or vegetables, etc... Processed food, and things that come in colorful boxes, on the other hand, are a different story.

But there is one thing that Shelly writes that had me howling:

most self-described Social Media-types are too into technology to understand real business. 

How true! If you get people to help you with marketing, advertising, buzz marketing and Social Media, including blogs, vlogs, U-Stream, Pick, Mixi, Facebook, Twitter, whatever - in the west or in Japan - especially in Japan - then get people who have true business experience.

Read the full article here

Keywords: U-Stream, Twitter, intelligent marketing, marketing, TV, vlog, targeted, marketers, targeted message, vlogs, goods, services, message, Facebook, product, online advertising, radio, mass media, mass media advertising, Marketing Japan, technology, Mike Rogers, Mike in Tokyo Rogers, Marketing Japan, Japan, businessbuzz, radio station,  Internet, Mixi, Social Media, intelligent, advertising, traditional media, blog

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