1. Connecting with the Modern Consumer

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Pre-Media: 1900–1950

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Mass Media: 1950–2003

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New Media: 2003–present

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The Crowded Marketing Space

In 1971 the average

American encountered

560 daily advertising messages.

By 1991 that number had increased to over 3,000 per day.

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Analyzing Our Marketing Inconsistencies

As Consumers, We:• Rely on DVRs to skip

commercials• Subscribe to services

w/commercial-free music• Maintain private telephone

numbers and place ourselves on Do-Not-Call list

• Throw out junk mail• Use spam filters and delete

unread e-mails• Implement pop-up blockers

As Salespeople, We:

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• Buy ad time on radio and TV• Teach new salespeople to

prospect by cold calling• Send out “Just Listed” and

“Just Sold” cards• Buy e-mail lists and send out

newsletters• Buy online ads

Direct Mail Response Averages

• 3.42 percent for a house list • 1.38 percent for a prospect list

*according to the Direct Marketing Association for direct mail campaigns that used letter-sized envelopes

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97 people

interrupted

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To Reach

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The Challenge ofGetting Found

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The Challenge of Getting Found

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The Challenge of Getting Found

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•Efforts to make Web site organically place or rank higher can be described as search engine optimization or SEO.

•Paying to have your Web site placed is search engine marketing or SEM.

Interruptive Marketing Funnel

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Awareness

Consideration

Preference

Purchase

Permission Based Marketing

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Influence

Intimacy

Involvement

Interaction

“markets are conversationstalk is cheap

silence is fatal”

the

cluetrain manifesto

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The Long TailBody

Pop

ula

rity

Products

Head

The New Marketplace

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Practitioner Spotlight: Allan Domb, CRS

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Case Study: Jeff Brown

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Case Study: Jeff Brown

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Paradigm Shifts to Consider in Our Marketing

1. Permission-based marketing—Communicate with people in manner they will accept and provide them with content on their terms and at times when they want it.

2. The Cluetrain Manifesto—Markets are conversations. We need to listen to conversations and participate on terms of small communities.

3. The Long Tail—Instead of fighting for attention in a crowded marketplace, turn to power of small communities.

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