Real Marketers dont use the Internet – a Reply
There have been comments made ( a lot of comments – and hey some weren’t nice) that I was using a bad/unfair analogy.
The Frank Kern’s etc of this world it is said : -
1) don’t sell real products ie autos to use my example
2) they (the Internet marketers, the ‘gurus’) have such huge profit margins on their “virtual” products that they can afford the free giveaways and endless pre-launch hoopla etc
3) they have a one time launch they focus on – not a day to day business (like real marketing strategists)
Ok – fine
First of all I don’t know, have never met, never talked to the Frank Kern or John Reese’s of this world, I have just observed what they do, so this could all be out to lunch (launch?) anyway.
But IMHO -
Lets stick with my analogy – the Frank Kerns etc of this world selling cars (lets say) on the Internet.
And why I like to muse of this topic its because I do have experience with large brand companies trying to market on the Internet and doing really dumb things and then giving up.
The Internet is a new medium not like the old media. You need new thinking, and that’s what these Internet ‘guru’s have. Sure its Direct Marketing.But its Direct Marketing that has to work within a dialogue between the end user (usually the victim in most marketing strategies – stack em and sell em anyway you can) and the seller.
And I think Ford and Exxon etc spend a lot more – make that A LOT MORE money than the’gurus’ spend on marketing. Did I say A LOT MORE?
Back to the comments
1)First of all why would they have to sell a hard product from the Internet. All they would have to sell is ‘access’ to a hard product. A downloaded form, a membership access, that a dealer can check. The Automobile manufacturers already have a delivery system – the dealership network.They dont need a delivery system – what they need is people coming through the dealers doors.
All that has to be sold is access. A membership that could be activated at the dealership after the customer has activated themselves at the landing page or whatever and applied for credit (perhaps). For instance – pay $25,000 you get this code that allows you to visit any (lets say) Ford dealership and get this car free.
The first 200 get an X upgrade.
Profitability. On a say $15,000 car there is little profit. But a) why would they sell a $15,000 car when they are experts at the upsell, and b) there would tons of room for a back end.
Cars can be upgraded, accessories can be added and upgraded, there’s trade ins for the new models, lease options, monthly payment options on and on – and soon the cars themselves with all their CPUs for the luxuries will have upgradeable software. You want the standard Deluxe or Ultimate software package Mr Smith?
But how about Premier check in service for all those who…? How about free ebooks on maintenance of that model for all those who…?How about free ebook on highway travel guide for all those
who…? How about Premier Hotel/Motel upgrades for all those who….?
Everyone wants a customer, that’s what the advertising business is all about – when the ‘gurus’ produce customers the potential for cross promotion, cross product marketing is limitless. And every extra manufacturer of a product would pay.
The challenge is never the type of product or the particular brand in this market driven consumer society – the challenge is to get the consumer to buy. And that’s what the ‘gurus can do IMHO
The problem is the comments are generated by old school thinking.
The ‘ gurus’ are thinking new tech, new ideas, new delivery mechanisms, new profit margin creation.
The thing is they are thinking. All the time. About how to take advantage and maximise this every changing Interent thing
The major brands are not.
IMHO
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In terms of overall markets the “gurus’ as you calll them are small fry compared to The P&G’s etc of this world. Not even in the same league. If the Big Brands dont use the Internet – its because they dont choose to.