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New Marketing Techniques—Changing the Game

By: Donna C. Barson
Posted: September 3, 2008, from the September 2006 issue of GCI Magazine.

For decades, the tried-and-true marketing methods for personal care products were television, radio and print. Occasionally an offshoot of one of those comes along, such as local access cable television, but typically marketers budgeted dollars and attention to the first three media. They were the whole ball game—but now the game has changed.

Today, there is a virtual explosion of new media—the Internet, cell phones, iPods and video games, just to name a few. As technology surges ahead and consumers adopt new and different ways of doing things, marketers are scrambling to keep up. It is an old adage that you go where your customers are; nowadays, they’re as likely to be watching a video clip on their iPod while walking down the street as they are sitting at home watching television.

Every one of these expanding media sources represents a new marketing opportunity. As you add these to your marketing strategy to complement or possibly replace the tried and true, you will find that some new ideas will soar and some will sink.

Are you bold enough to find out which ones will be successful?

It’s Not Your Father’s Media

According to a recent Association of National Advertisers poll of more than 80 top advertisers, an increasing number of marketers believe that general advertising is no longer the most important component to a company’s overall marketing program. The survey found that just 30% feel that general advertising adds the most value to a marketing program. That is down more than 20 points from a similar survey done just three years ago.