Overconnectivity: Societal Bane or Marketing Challenge?

David Koretz’s article today on Media Post’s Publishing Insider blog, “Please Stop Talking,” seems to have touched a nerve. His post borders on the heretical and I, for one, couldn’t agree more. He makes two main points: that connectivity has caused us to be a society suffering from Attention Deficit Hyperactivity Disorder (ADHC) of pandemic proportions, and that this level of ADHC is posing a serious challenge for marketers.

“Being ‘connected’ sucks,” he says. “It is highly overrated and getting old fast.”

Well, I might suggest that being connected doesn’t necessarily suck, but being over-connected certainly has its drawbacks. (more…)

Marketing As Service/Utility

I believe strongly that business provides a service, and your marketing should be no different. Your site visitors have a problem—and it’s up to you to solve it. After all, why would they seek you out if there weren’t a specific need? Sure, there are those impulse and luxury buys, but the reason you go looking for something is to fulfill a need (even if it is frivolous). If you solve their problem they might even become your customers. If you don’t, well, it’s sayonara, baby. And they probably won’t come back.

In this age of online interactivity, the Web provides so many ways to provide utility to your customers. Look at all these “thought leaders” out here providing info so you’ll come have a look at what we have to say and, should you feel comfortable with what we have to say, maybe even hire us or use our services.

And you know when you can custom order a pizza online, the age of utility has arrived. It is the future so don’t ignore it. But utility doesn’t just have to be online. There are lots of ways to provide utility. The bottom line is that age of pushing your advertising out to consumers is nearing an end and the age of your consumers looking for what you provide have begun.

I found this slideshow by Paul Isakson a month or two ago. It really sums up “The Future of Marketing + Advertising.”