Recently I heard futurist and publishing industry veteran, Bob Sacks (http://www.bosacks.com), talk about the future of the publishing industry and how there is a shift taking place from a mass marketing perspective to one where consumers, by choice, are selecting the type of advertising they want to receive based upon their very personalized and "customized" likes, desires and interests.
Bob also stated that there is a growing willingness amongst consumers to gladly exchange personal information—or even pay—for ads that are directly relevant to them and that match their likes and interests.
This is a stunning indictment of the marketing and advertising professions.
Shift happens.
The room full of marketing professionals listening to Bob that evening went silent until one voice asked…in complete bewilderment…why consumers would actually ask and/or pay for advertising.
Consumers are willing to pay for relevant advertising because for too long they have been bombarded by appeals that are of absolutely no interest to them. We live in the information overload society and marketers have abused consumers for too long with un-targeted advertising.
Here we are with consumers willing to pay for relevant advertising because they are overwhelmed with irrelevant advertising messages and they are willing to pay or give up personal information to weed out the garbage.
This is an important trend to watch because we are now in a situation where we should embrace consumers who self-qualify themselves and provide us segmentation information. We should carefully target them with our brand messages that speak to their needs and avoid marketing to them with offers that irrelevant to their expressed interests.
Get ready to respond to your consumers when tell you they are interested in your brand. Even more importantly, avoid advertising your brand to them when they tell you they have no interest.
-Dave
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