Marketing has reached a level that allows communication between the marketer and the consumer to be a two way street. This, however, has occurred through the growth of technology and technical capabilities. This fact is something that few agencies, and marketers alike, have accepted or embraced. Those companies that have acknowledged this concept are now reaping the rewards (along with their clients) and creating an environment of the most current interactivity – interactivity that is organic.
organic. (n.d.). Having properties associated with living organisms., Resembling a living organism in organization or development; interconnected: society as an organic whole.
The American Heritage® Dictionary of the English Language, Fourth Edition. Retrieved August 02, 2007, from Dictionary.com website:
http://dictionary.reference.com/browse/organic
While technology allows marketers to eliminate traditional spot advertisements, it also enables ad targeting at the individual level, intelligent ad insertion and new content delivery mechanisms that are forever changing the economics and effectiveness of advertising into the future. These advances have come through the increased interaction, tracking, and reporting that technology generates.
But all of this would not be possible if the individual consumer was not interacting with the marketing, was not participating in the experience, or was not taking some sort of action – no matter how minute. The key for marketers is engaging the consumer, not just through aesthetics, but also through key messages, potential entertainment value, and a modicum of learning/education. The goal – engaging the emotions of the consumer at some level.
By increasing the level that a person is engaged, their desire to take action is increased. Now, this “action” can be as simple as staying long enough for you to deliver your message or it can swing to the other extreme of the individual making a purchase. It is through these actions that companies are not only able to increase revenue and sales, but they are also able to more effectively execute their marketing strategies – increasing brand awareness, delivering key message strategies, and influencing purchasing decisions.
Through this blog, I will focus on the paradigm shift in marketing that is occurring between the traditional and the technical to foster the future – organic marketing.
organic. (n.d.). Having properties associated with living organisms., Resembling a living organism in organization or development; interconnected: society as an organic whole.
The American Heritage® Dictionary of the English Language, Fourth Edition. Retrieved August 02, 2007, from Dictionary.com website:
http://dictionary.reference.com/browse/organic
While technology allows marketers to eliminate traditional spot advertisements, it also enables ad targeting at the individual level, intelligent ad insertion and new content delivery mechanisms that are forever changing the economics and effectiveness of advertising into the future. These advances have come through the increased interaction, tracking, and reporting that technology generates.
But all of this would not be possible if the individual consumer was not interacting with the marketing, was not participating in the experience, or was not taking some sort of action – no matter how minute. The key for marketers is engaging the consumer, not just through aesthetics, but also through key messages, potential entertainment value, and a modicum of learning/education. The goal – engaging the emotions of the consumer at some level.
By increasing the level that a person is engaged, their desire to take action is increased. Now, this “action” can be as simple as staying long enough for you to deliver your message or it can swing to the other extreme of the individual making a purchase. It is through these actions that companies are not only able to increase revenue and sales, but they are also able to more effectively execute their marketing strategies – increasing brand awareness, delivering key message strategies, and influencing purchasing decisions.
Through this blog, I will focus on the paradigm shift in marketing that is occurring between the traditional and the technical to foster the future – organic marketing.
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