That the kind of media that we have media that we have available has changed quite dramatically. It’s not just personal selling and advertising and a bit of direct mail, it really has changed quite dramatically and I haven't written more down there but the point I make is that certainly a Cranfield through research we have come across it, well we've really made up a new language which takes us away from the old fashioned marketing language that we will grow up with. There are things like cognitive dissonance and thing like that, a lot of that stuff was about communicating into the mushy brains of people out there who would go “Oh, thank you very much for telling me that” in respond that was in sort of—yeah, it was a message response model.
Now those days have gone whether you like it or not. So the language we use is interactive we so recognized exchange potential initiates dialog, exchange information, negotiate in teller commit, exchange value and monitor and the reality is that it is an interactive dyadic kind of process. I want to give you and example of it, this is a general model where you say, “Okay, recognized exchange potential, initiate dialog etcetera, etcetera and here of it some of the different media you’ve got. The way people in different segments will go through this process is different. So if you look at for example this is a highly disguised example of the travel agency two of the segments and I have to disguise them because they’re confidential.
So those who understand marketing you know you get a profile this are Son Worshipers a little picture of them that’s who they are, now whether we like it or no they go through this particular process in this way the internet, mobile telephony, interactive TV broadcast TV traditional channels. That’s how they go, it’s not how you would like them to that’s where they go through it.
You compare that with another segment and how they go through it now what you need to do is look at the different visual impact of that, the John and Marie Lively segment behaves in a totally different way from Son Worshipers and there are eight other segments that behave differently. Now if you going get integrated communications and you got to look at the role of you know the website, call centers, interactive TV, personal selling, advertising and so on and so fort. Can you see ladies and gentlemen if you haven't done your segmentation and you do not understand this that is why most promotion is wasted. You know that guy who said 50% of my advertising I wish I knew which 50% is wasted. It’s more than that, it's a lot more than that and you really is much, much more than that and you think about he rubbish you get through your doors direct nail isn't it awful. You just check it in the bend because it’s completely misses the point, it’s the sort of swamping, marmalade, this mass market with this of hoping that seller was taking—when somebody says I’ve got a 3% response I want to sent them because you should be getting a 70 or 80% response.
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