Meatball Sundae- Is Your Marketing Out of Sync?

This new book I think will become like a classic for marketing. The title the meatballs refers to traditional companies, (=sundae toppings) without changing anything else about their business.

The result? A meatball sundae, something that might attract a few funny looks, but that no one wants to eat.

The problem, “the book argues”, is that these companies (examples from book, include Budweiser, Nike, and Disney) don’t really get the Internet and Internet marketing. They are accustomed to relying on interruption advertising, where the consumer is a always conecteed by the audience of television, radio, or newspapers. In the olden days, only a small percentage of “everyone” had to buy thr product in order for the company to make money (profit).

But it looks like the old way doesn’t work anymore. In today’s world, no one want to be a prisoner audience to commercials they don’t want to see or hear. Now we have TiVo, iTunes, Internet radio, and websites where one can simply look away from any unwanted advertisement.

New marketing works because it is highly targeted!

“ Companies succeed by either seeking out the people who want to be found, or making it easy for people to find them”. And it is very interesting how the organizational behavior is rapidly chainging where not just the marketing departments that are transformed by this approach, whole companies are. That is why the old versionis having so much trouble adapting.

I heard from somebody: “The new way of marketing means that you don’t have to be a big fish in a big pond to succeed, you can be a little fish and do just fine as long as you are swimming around in a niche that is right for you”.

It’s amazing how some larger companies are missing out opportunities. In my opinion ttargeted marketing is cost effective and often gets similar results to the interruption marketing.

Br,

Idi SULO