The Fear and Loathing of Advertising (Part 2 of 3)

The Fear and Loathing of Advertising (Part 2 of 3) In Fear & Loathing of Advertising Part 1, we discussed changes in advertising over the past several years. Part 2 will explain why today's business operators are afraid of advertising. It's not the world of TV's Bewitched anymore. In lead character Darryl's time, advertising was a lot simpler. Companies hired professionals to plan a strategy, build a brand, choose media outlets and deliver results. Of course there was less competition, fewer media outlets, and the economy was booming. Today, with the opportunities (and challenges!) provided by the Internet and Social Media (So How's Your Social Life?) , marketing decisions are more confusing and difficult.  Scared yet? Your competitors can now easily research your company and its products. You're not isolated any longer; they can copy and implement your most vital information. This allows them to narrow any product or service advantage you may have achieved. Former employees of downsized companies in your industry have created even more competition. Start-ups get up to speed faster and more efficiently than ever before. Social media gets these companies into the minds and hearts of your customers faster and at less expense than ever (Email Marketing and Social Networking). Often these smaller companies are biting into your market share. I'm guessing plenty of marketers would want Samantha to twitch her nose and eliminate the Internet, smart phones and tablets.    Witchcraft isn't the answer. What can you do to overcome the fear of losing out to changes in our world? The first step is to embrace change. Learn the basics of today's advertising options. These include social, viral and Internet marketing. You don't have to master the technology - there are professionals who can do that for you. You don't have to be a plumber to know when your toilet needs to be flushed. Don't be afraid to consult and work with advertising specialists who work in the new media and understand Direct Response and can show you what they've done for others (Can a Grease Monkey Build a Spaceship?). Look for a real understanding of your branding and messaging - the things that will separate you from your competition. No matter the choice of media, it's how you communicate with potential customers that will win the battle of the brands. Imagine you're trying to build a great ball team. You'd want specific talent in every position. The same should apply to your selection of marketing partners. You can position yourself for more wins by doing a little research before hiring your team (Forget Mad Men, Hire the Corleone Family). Know your Product.  Know your Competition.  Know your Customer. We hope we've opened your eyes a little about today's advertising challenges and that perhaps you've begun to consider a more effective marketing approach.  This is the end of Part 2. Part 3 will be coming to you soon. Part 3 will cover the loathing of advertising today. Sign up for future emails and share your comments with us by clicking here.