we behave online today like the 1950s
The Internet Map according to Wikipedia
Since the burst of the dot-com bubble in 2001, most companies have been offering free information, free downloads, free samples, free memberships, free webinars [online seminars, just in case you were living in a hole with no internet connection for the past decade], free products, free services and almost anything you can think of has been offered to increase website traffic numbers – and hopefully sales. There was a clear sense of desperation that has been labeled with many different titles. Some have called it ‘A new era of marketing’; others are now calling ‘social marketing’. The good news is that not all companies are showing their cold sweat. Yet, the strange part is that it seems we haven’t learned much from history.
In the 1950s the business world was living in a Sales Orientation stage. This is where the focus was on sales and promotions of existing products. This constant pressure and price war, although was welcomed by consumers at the beginning for all obvious reasons, it caused a numbing sensation to the market after awhile. No more brand X is better than brand Y because both brands are on full cycle of promos. The consumer took a step back and started to think, “Alright, both brands are offering freebies, but which one do I like more or connect with more?” That kind of thinking directed consumers towards brand loyalty and focus on differentiation instead of the circus on the surface.
Today, we’re facing the same issue all over again. Somewhere in the online world, many brands are desperately fighting for visitors and decided to throw everything away in the process. Consumers were impressed and fascinated, but they’re immune again. So, what’s next? Brands will learn the hard way about the cost of what they’re doing and its effect on the bottom line. If one argues, “A webinar doesn’t cost much,” my answer is yes, it does. It costs you time, which has compound value of input vs. return and of what else you could’ve done and the possible return from it. That’s in addition to any monetary cost, of course, required for conducting these webinars or any other add-on you want your brand to offer.
Am I anti social marketing or other techniques the Internet made possible? Not at all. As long as whatever the brand offers is suitable to its audience and to the shareholders. You can’t do one without the other. However, doing something because other brands are doing it and consumers are liking it is not good enough of a reason. Do what suites you and grow your own brand authentically.
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