Benin Brown

11:49 PM | Posted by Benin | Edit Post
I found this quote today from one of South Africa's leading digital marketers-Walter Pike. I especially love the part where he discusses the object of marketing:

"My argument about the change in marketing is just this phenomena. The object of marketing has always been to spread an idea, the idea that the consumer should buy my product or service instead of someone else’s.

The best way in the past was to broadcast it over and over until the audience did, but as broadcast media loses effectiveness the best way in the future will be to produce something remarkable and get the former audience to talk to each other about it."walterpike.com, PiKE’s Thinking …, Sep 2009

As Pike alludes to I think we will continue to witness further growth in the Internet marketing as more companies experience diminishing returns with their traditional mass marketing campaigns.

Also let me say that I think that allowing the users to talk to each other about products or services that they like is powerful. However, what I believe has been even more instrumental at ushering in a new era in marketing are the predictive trending tools now available to marketers by way of search engine marketing, behavioral targeting, and pay per click. Traditional media just has a really tough time competing, especially on a local level, because these forms of marketing are capable of yielding such amazing ROI.

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