Hi Oakie. It's more about 'how' and where advertisers talk to customers and not 'if'. My Thai isn't good enough to describe the difference between a customer and a consumer, but the word consumer suggests a passive and unintelligent animal that unquestioningly consumes the product, service and communications message.
A customer is a different thing all together. Customers deserve our respect and our ears to listen, not just our voice that talks. This is subject that the ad deals with, and a few others. Northern planner has made an excellent post on why this language evolved after the second world war and why it is now out of date.
We sell to our customers by winning their trust, talking and listening to them and engaging with them in the places where they like to hang out, in a non intrusive way. Our aim is to build a relationship with them and be useful by listening to and understanding their needs.
The old language of targeting, campaigns, tactics and so forth is the language of war because in the old days there was no respect for the customer. This is why so many people actually think advertising sucks. It's beginning to change very quickly and we need to respect them a whole lot more than in the past. Hunting is probably not the best analogy to use.
Thanks for the link mate. Brilliant!
ReplyDeleteFredrik
I love this my son - it's like my anger in video form!
ReplyDeleteThis video is telling me that don't let advertisers directly talk to consumers.
ReplyDeleteHi Oakie. It's more about 'how' and where advertisers talk to customers and not 'if'. My Thai isn't good enough to describe the difference between a customer and a consumer, but the word consumer suggests a passive and unintelligent animal that unquestioningly consumes the product, service and communications message.
ReplyDeleteA customer is a different thing all together. Customers deserve our respect and our ears to listen, not just our voice that talks. This is subject that the ad deals with, and a few others. Northern planner has made an excellent post on why this language evolved after the second world war and why it is now out of date.
http://tinyurl.com/yodx6g
Charles, after reading that post, I pictured of darts game and hunting.
ReplyDeleteIn the past, we plan like we play darts. A target stands still.
Now and then, We plan like we hunt the moving target. We might come back from the woods with nothing in our hands or a rabbit.
Thanks for enlightening
Hi Oakie,
ReplyDeleteWe sell to our customers by winning their trust, talking and listening to them and engaging with them in the places where they like to hang out, in a non intrusive way. Our aim is to build a relationship with them and be useful by listening to and understanding their needs.
The old language of targeting, campaigns, tactics and so forth is the language of war because in the old days there was no respect for the customer. This is why so many people actually think advertising sucks. It's beginning to change very quickly and we need to respect them a whole lot more than in the past. Hunting is probably not the best analogy to use.
Feel great, i get it.
ReplyDelete