Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 19

In the old days, traditional, nontargeted advertising via newspapers, magazines, radio, television, and direct mail was the only way to go. But these media make it very difficult to target specific buyers with individualized content. Yes, advertising is still used for megabrands with broad reach and probably still works for some organizations and products (though not as well as before). Guys watching football on TV drink a lot of beer, so perhaps it makes sense for mass marketer Budweiser to advertise on NFL broadcasts (but not for small microbrews that appeal to a small niche customer base to do so). Advertising also works in many trade publications. If your company makes deck sealant, then you probably want to advertise in Professional Deck Builder magazine to reach your buyers (but that won’t allow you to reach the do-it-yourself market). If you run a local real estate agency in a smaller community, it might make sense to do a direct mailing to all of the homeowners there (but that won’t let you reach people who might be planning to move to your community from another location).

However, for millions of other organizations—for those of us who are professionals, musicians, artists, nonprofit organizations, churches, and niche product companies—traditional advertising is generally so wide and broad that it is ineffective. A great strategy for Procter & Gamble, Disney, and a U.S. presidential candidate—reaching large numbers of people with a message of broad national appeal—just doesn’t work for niche products, local services, and specialized nonprofit organizations.

The web has opened a tremendous opportunity to reach niche buyers directly with targeted information that costs a fraction of what big-budget advertising costs.