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They Say They Want A Revolution: What Marketers Need to Know As Consumers Take Control - Couverture souple

McFadden, Dan

 
9780595298389: They Say They Want A Revolution: What Marketers Need to Know As Consumers Take Control
Couverture souple
ISBN 10 : 0595298389 ISBN 13 : 9780595298389
Editeur : iUniverse, 2003

Synopsis

Many of those in charge of brand strategies are clueless as to why the old ways of marketing are no longer effective. They continue their Madison Avenue crusades with disingenuous fervor. Plan their strategies with reach and frequency projections and then continue to target their audiences with 30-second sound bites. Yet they're mystified, unable to explain how it is they execute flawlessly, but still their market share declines.From 1996 to 2000, the Big Three automotive companies increased their marketing cost per vehicle by 87 percent. Yet, their combined market share dropped by more than four percentage points! Detroit is not alone in its marketing futility. Nearly every product niche is experiencing the same.Overwhelmed by brand overload, deafened by market din, and empowered by new technologies, the consumer is no longer a passive target simply awaiting directives from the marketing establishment.With the ultimate desire to touch, and be touched, the consumer has taken control of when, where, and how they retrieve information relevant to their purchasing decisions. Whether it's the TiVo control that allows them to effortlessly fly past commercials, interactive DVDs that simultaneously engage and enlighten, or intelligent web sites that cater to their individual needs, the consumer has ascended the throne.

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Présentation de l'éditeur

Many of those in charge of brand strategies are clueless as to why the old ways of marketing are no longer effective. They continue their Madison Avenue crusades with disingenuous fervor. Plan their strategies with reach and frequency projections and then continue to target their audiences with 30-second sound bites. Yet they're mystified, unable to explain how it is they execute flawlessly, but still their market share declines.From 1996 to 2000, the Big Three automotive companies increased their marketing cost per vehicle by 87 percent. Yet, their combined market share dropped by more than four percentage points! Detroit is not alone in its marketing futility. Nearly every product niche is experiencing the same.Overwhelmed by brand overload, deafened by market din, and empowered by new technologies, the consumer is no longer a passive target simply awaiting directives from the marketing establishment.With the ultimate desire to touch, and be touched, the consumer has taken control of when, where, and how they retrieve information relevant to their purchasing decisions. Whether it's the TiVo control that allows them to effortlessly fly past commercials, interactive DVDs that simultaneously engage and enlighten, or intelligent web sites that cater to their individual needs, the consumer has ascended the throne.

Biographie de l'auteur

Founder, CEO and chief creative officer of Digital Kitchen, Paul Matthaeus started Digital Kitchen as the digital studio for the advertising agency he founded in 1992. With a background in photography, filmmaking and production?as well as 16 years in the advertising agency business?Matthaeus chartered Digital Kitchen to cultivate and advance broader experimentation and creativity in full-motion electronic media, leveraged with an uncommon faculty for strategic brand marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
iUniverse
Date d'édition
2003
Langue
anglais
ISBN 10 
0595298389
ISBN 13 
9780595298389
Reliure
Broché
Nombre de pages
170
Coordonnées du fabricant
non disponible
Personne responsable
non disponible