- Direct-response.
- Social.
- Research.
- Measurement.
- Honesty.
- Transparency.
- Video.
- Sound.
- Text.
- Testimonials.
- Location.
- Instant.
- Live.
- Personal.
- Apologize.
- Be thankful.
- Tracking.
- Feedback.
- Re-act.
- Pro-act.
- Word-of-mouth.
- Pay-for-performance.
All of this, and much more is possible in the internet. At last sales, research and facts will earn their place in the advertising industry. I only wish that David Ogilvy would still be alive to experience this revolution. What remains to be seen is how will agencies explain their lack of knowledge about these basics, after producing decades of "creative" advertising only.
Don't take my word for it. Read Fortune's article about research, results, internet and agency compensation. Coke and P&G are already taking this new model worldwide. Their agencies get paid for performing, not just for being creative.
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