The new culture that is
becoming the emerging paradigm in e-marketing,
and we believe the emerging paradigm across multiple media formats, is an
interactive mutual voice culture. This is a
culture that demands choices such as the ability to opt-in
and opt-out of mailing lists, as well as
platforms from which to speak and build a relationship with the
client/customer/patient/physician. In this culture, clients are insisting that
their vendors understand what they do, and that they have a conversation about
it. Relationship building in this culture is
more than just a euphemism.
Yesterday's
world consisted of three primary
media types – television, radio, and print. Today’s internet media types
vary much more widely, including flash movies, streaming media, still media,
interactive media, banners, and pop-ups, and these occur on multiple platforms
in multiple environments. In the traditional media environment 'the
message was the medium' and in some ways was more
clearly defined by the medium. While different media were available,
radio and TV defined a kind of mono-cultural consciousness in which the viewer
lived without a voice (with few exceptions, such as the phenomenally
successful talk radio model). In today’s web environment, however,
opportunities for the viewer/listener to have a voice is critically important.
Studies clearly suggest that the more 'a
platform for a voice' is given, the more successful a given
client/customer/patient relationship is.
Today,
marketing and customer/patient
relationships are about a two way street and egalitarian communication. While
we are the first to admit that 'B2B
(business-to-business), B2C (business-to-consumer) relationships'
and customer loyalty are placed in danger of becoming euphemistic clichés, we
see signs that the media will and has already begun to define the new
culture of marketing. Marketing and advertising is no longer a matter
of “I speak, you listen,” of the consumer
passively absorbing the latest jingle; it is becoming we
converse, we both listen.
The
decline in the success of banner advertising may be demonstrating that ”in
your face” advertising no longer works all of the time. Much of the web
culture does not want to tolerate this type of advertising.
On television it has been tolerated and increasingly avoided with the advent
of the remote control in the last few decades, but now that technology
supports interactive media, the old cultural paradigms have ubiquitously begun
to fade.
This
changed culture demands transformed market
metrics and an effective holistic market strategy. Understanding
these new metrics and how to apply them is what integrated
team-based marketing is all about. The Emed
marketing network builds on these very
concepts.
The Emed
Marketing network is not
about promoting these older paradigms in a new
environment. We aim to promote a new
culture -- one that truly and consistently builds 'come
to' rather than 'in your face' marketing.
In designing online strategies, we draw a line from the outside in; this
approach is very Taoist and feminine in
nature. It allows, it does not insist; it begins a conversation, but doesn't
always end it. We believe that the strength and the weight of this culture
will at some point leave the transitional phase in which we exist today, and
move toward carrying the older traditional media along with it in a changed
form.
For more information contact us today!
Visit us today at http://www.emedwriter.com
Contact information:
e-mail:
emn@emedwriter.com
101 First Street
Utica, NY 13501
Phone: 315.733.7760
Fax: 877.801.2899
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Changing Cultures |
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