Firstsearch Home Page

You may not use the Internet but your customers do It's one of the advertising agency executive's classic laments: "The client won't spend in the medium because he doesn't use it himself." If you're on the agency side, you've probably encountered this situation at one point or another. Usually, the agency takes issue with a client's reasoning when he or she uses his own media consumption habits as the acid test for that of the target audience. And yes, such reasoning is incredibly poor. As a business owner, it's one thing to say that you don't believe in a particular channel because you don't use it yourself. But one of the cardinal rules of business is that you cannot project your personal consumption or personal behavioural traits onto the traits of your customer Translation: just because you don't use it, don't understand it and can't manage it well that does not mean it is useless or intrusive to your customers. How many businesses who advertise, say or think to themselves "I saw my ad in the newspapers, heard it on the radio, watched it on TV therefore everyone else did, I feel good about it and sales will increase. Way back when advertising on television was a new frontier the story is told about a large New Zealand company and the CEO. They were a very large company and undertook extensive advertising on the Radio and Newspapers which was arranged through an advertising agency. The advertising agency said; Television is here, you have to advertise on it. This was put to the company who sought approval from the CEO As a trial only, the proposal was accepted by the CEO and a campaign was put in place to advertise on television. It was a success and approval was sought from the CEO to continue. This was refused. The marketing and sales departments, the advertising agency were stunned, sales were increasing, customers were happy, why not continue. After much discussion with the CEO it was found that he never saw the advertising. Don't see it, don't know much about targeted advertising and don't see any reason to continue. To cut the story short. The advertising agency asked the CEO what is your favourite program. Coronation Street was the reply, never ever miss it. The agency then placed an advertisement to run when the CEO's favourite program was on. The CEO saw it and approved the continuation of the campaign. The point: Many in business, making advertising decisions for their business, have little knowledge of the media their customers use Or if they are required to make decisions regarding advertising, they do so without knowledge of how the medium operates How many in business understand "Search" "SEO" "SEM" How many understand the Internet, the Web, the Social Media Just because a business is not aware does not mean customers are not aware. Just because a business does not use the Web does not mean customers don't How many in business are missing the customers they want because they don't go were the customers go. contact us