Stop thinking about information!
Every surface, channel or contact with the consumer should be reviewed: Is this an arena for information or an arena for participation.
- Big Screen advertising – interruption advertising or socially engaging activity?
- Mobile: WAP-push and SMS or value adding applications?
Advertisers need to make the bold move from attention grabbing and information delivery to relationship building and service subscription.
Relationship building or permission marketing is all about identifying a service or subscription servicing a specific consumer want or need, and delivering this at their doorstep through desktop or web applications.
The need to inform or grab attention by interruption should be given a much smaller role, as we see that the cost of delivering long lasting value adding services and experiences are generating far more value than interruption stand to do.
What is more expensive? Interrupting the customer over and over again, or establishing a relationship with them through desktop or mobile applications?
What contains the biggest reward?
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