Real Marketers dont use the Internet (part 2)
You say -”If the Internet is such a big deal for marketing such a huge serious marketing tool, why are all the big companies using TV as their primary ad vehicle?
Well – Because they dont know how to use it.
When e-commerce became a ‘word’ the big players, the marketing world treated (as we all do) the new media was treated like an old media.
But as is always the case. The new, is never like the old. And to approach it you need a different mind set. Whether its Radio to TV or World War One to World War Two or horse buggies to automobiles – its always- different.
Who understands this – Frank Kern, John Reese etc.(i will use just their names – but I include all the great gurus of the interent) Who doesn’t understand this – everyone else in the ‘offline’ world.
As Frank Kern says -the Internet is a dialogue, and can give you true feedback on what your end user wants. Really wants.
You say -” Huh -thats ok for a cheap e-book, or some DVD on marketing (to the Internet). I mean all these guys are doing is marketing internet to the Internet – how hard is that.?”
“I mean Chevy doesn’t use the internet.”
Really?
Chevy put up a website to allow the consumers to create all their own ads – the Chevy Tahoe was slammed, the website pulled it down. But too late the fake ads were all over Youtube, and didnt go away.Check a few here
The problem – Chevy didnt want to, wasnt interested in – and still doesnt LISTEN.
Advertisers, Manufacturers want to SELL, not LISTEN
Are advertisers ready for the TRUTH see video?
Some maybe.
You say – “Yea but Kern and Reese and those guys – they cant sell cars man – they sell digital crap – easy stuff, they dont sell coats and hats and cars and bottles. Real products.”
I agree – but they could – if the incentive was there.
Think this through
Lets say Ford made an offer to them. Help us sell vehicles.
Well first of all Ford would have to allow a dialogue. First of all they would have to be open to letting their buyers have input.
Lets say Ford agreed.
Frank et al. – would ask us, the market -’ so what kind of vehicle would you want , what sort of price range etc?’.
They would create a dialogue. Forums, back and forth.
They would create a dialogue and a buzz, and they would make sure it was heard all over the internet.
Can you imagine the buzz? Hey these guys are talking about this car and man its got…
Can you imagine?
Then Ford would have to agree to build a car to the markets (not Fords, not Frank’s, not Obama’s) but the markets needs.
Then they would start the pre-launch. And well we all know how that goes,
Then as Frank says – the would “stack the cool” – really stack the cool.
Lets pause to imagine that…
Wow.
An then one day, a Tuesday maybe, at say 6 am Pacific, 9 am Eastern – the site would go live and – how many cars do you think they could sell? (how many server farms would crash?)
You say – “No way – because nobody could pay a lump sum – its not a DVD course, its a car $15 – 20,ooo.How would they get the car, who would deliver it – how -”
Sssh
That would have been part of the dialogue, that would have been dicussed, that would have been settled, pre launch. That would all have been taken care of.
Thats why you have dialogue with your maketplace, to figure the deal out.
So again how many cars do you think thee could sell?
How many?
The question is – could Ford make enough cars?
The reason the big guys arent on the Internet, isnt because they dont want to – its because they don’t want to learn.
Yet
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