The Future of Media: A Proposal For Change
April 25, 2014
COM241 Intro to Mass Communication
As the age of information races on at a dizzying pace, what changes to the various media sources need to take place? In this essay I will attempt to answer that question. Through my research I have identified three areas that could well be addressed. Internet marketing should be strictly permission based, the quality of local cable news programs should be increased dramatically, and an on-line cell phone directory should be developed. These few changes would have a positive effect on the way the public utilizes media sources.
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“The biggest problem with mass-market advertising is that it fights for people's attention by interrupting them. A 30-second spot interrupts a "Seinfeld" episode. A telemarketing call interrupts a family dinner. A print ad interrupts this article. The interruption model is extremely effective when there's not an overflow of interruptions, but there's too much going on in our lives for us to enjoy being interrupted anymore" (Godin, 2006). With permission based marketing, the user does not feel interrupted.
This new method of marketing, Godin argues, is built around permission. The challenge for advertisers is to persuade consumers to volunteer their attention - to "raise their hands" (one of Godin's favorite phrases) - to agree to learn more about a company and its products. "Permission marketing turns strangers into friends and friends into loyal customers," he says. "It's not just about entertainment - it's about education" (Godin, 2006). However, there is still the challenge of how to get the consumer to voluntarily provide his attention. Godin feels the way to achieve this goal is to tell consumers a little something about your company and its products, then they tell you a little something about themselves, then you tell them a little more, they tell you a little more - and over time, you create a mutually beneficial learning relationship. Permission marketing is marketing without interruptions (Taylor, 2008).
Godin argues that permission marketing is built around rational calculations by both parties. “Look at it from the customer's perspective: People have money to spend on products. What people lack are the time to evaluate products and the trust in the companies that make them. The first rule of permission marketing is that it's based on selfishness: Consumers will grant a company permission to communicate only if they know what's in it for them” (Godin, 2006). Godin feels a company has to reward consumers for paying attention to its messages. That's why the Net is such a powerful medium. It changes everything. You can use email to communicate with people frequently, quickly, and unobtrusively - so long as they've given you permission to do that.
When you look at it from the perspective of the advertiser, it is also a big win. With traditional advertising, when a consumer does not respond to the ad, the company is forced to assume that the consumer is not interested. The advertising costs to find that out are tremendous. Not so with permission based marketing. As long as you have the consumers’ permission, you can contact them many times through email with various offers. You can also ask them why they did not respond to your ad. This will cost no more than contacting them in the first place, yet you gain valuable information. “The Net is not television. It is the finest direct-marketing mechanism in the history of mankind. It is direct mail with free stamps, and it allows you to create richer and deeper...