My Money Blog

Good Advertisement Should Be A Battle

Posted on 14. May, 2009 by Casper in Advertising

Mass-Marketing and communication, the business life of the entire world and the way it is all put together, including the advertising business- is created by the industrialism and mass production. And it seems like the creativity and new ways of thinking has all come to a stop.

Today we are living in an information society. The information-technology has given the companies a hold new range of opportunities, that seems to be left unused. Of-course it also involves E-commerce, but more importantly the Internet has given the companies some whole new ways to reach and connect with their customers and clients. Even one customer at a time. We all know that listening to the customer is a good place to start, if you want to improve the loyalty for the product and secure the company’s future survival.

Out with the discounts, in with relations:

What other ways could the companies have taken, instead of standing still in the name of branding?

What about CRM (Customer Relationship Management). This could have been one of the agencies new work-areas, but that didn’t happen. It turned into CM (Customer Management). Desperate attempts to control the unmanageable and faithless customers with clubs, discounts and other forms of bribes.

The advertisement people didn’t tell there clients that the “R” in CRM (the building of relationship) is the most important, and that it requires a minimum of two things:

1. You connect with the customer on the customers terms, which will lead too:
2. That the company is reorganized with focus on the customers instead of the products.

This would have demanded that the advertising agencies gained the required knowledge to become expert managers, which was probably to demanding.

In the good old days...

When the advertising business began the advertising agencies where distributors of new ways of thinking. From production to marketing. That is the reason the agencies where listened too. Now the advertising agencies has given up the thinking, and have therefor become poor advisers and have lost the ability to influence the company leaders.

By not understanding that the Internet has changed EVERYTHING, the advertising business has lost a great opportunity, for both them self and their customers.

This has basically happened, because the customers haven’t really asked for changes. Mostly, and especially in the times of crisis, there is a tendency to return to the old ways. The safe and familiar values that created success.

In the good old days, when advertising agencies simple created the advertisements, there was a good ad and an approved ad. This was definitely not the same thing. A good ad was a question about quality, an approved ad was about money. The good ad was always a battle.

Am I the only one who believes that advertising agencies took a wrong turn? Or to be more precise: missed the turn completely and just kept going down the same old road?

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Tags: Advertising, Marketing, Online Business