The Doctors of the 40s were ignorant, unthinking and credulous along with the vast multitudes! Times have changed. Now we have instant access to a world of facts and data with the swipe of a finger or click of a mouse. The 21st-century technology and information age are born equating to a 16th-century renaissance that is enlightening and empowering the masses.
Ease of access and vast amounts of information begat a problem too. In the mid-nineties, traditional advertisers rocketed into cyberspace to deliver their advertising messages. Well, the proverbial crap hit the fan! Now we are subjected to piles of information manure. Early adopter marketing enthusiasts raced to join the Internet super highway subjecting consumers to more abuse with, banner ads, pop-ups, spam, emails, and auto-responders. And more crap from television, print, billboards, auto-dial solicitations, and rude telemarketers. The old interruption advertising techniques were bad enough but the 21st-century information age also creates information overload.
When I was a kid, we got off the sofa to change the channel but that didn’t last long. The first remote control was developed by Zenith Radio Corporation in 1950. The remote, called “Lazy Bones” was connected to the television by a wire. By the early 70s, wireless remote control began to revolutionize the viewing experience and millions of coach potatoes were born! Now consumers have hundreds of options to control their digital flat screen experience. Prior to remote control, advertisers boosted the volume so their annoying message followed you to the bathroom. Today consumers record their favorite shows, scrub through the commercials or simply just press “mute”. To counter the mute button, effective advertisers create visual, funny, emotional commercials with brief titles and taglines — anything to grab our attention.
The Internet is even more obnoxious but savvy 21st-century consumers are not easily influenced by manipulative advertising techniques — pop-ups, banner ads, and sales cliches’. About 70% percent of consumers research on the Internet prior to making a purchase, giving thoughtful advertisers an opportunity to connect, relate and serve the needs of a new client rather than insult them. The new media environment coupled with permission based marketing invites interaction and potentially a long-term relationship, not just a one-time sales transaction.
An obnoxious little mid-seventies Burger King jingle pretty much sums up this entire article; “Hold the pickles; hold the lettuce, special orders don’t upset us, all we ask is that you let us serve it your way.” Have it your way… have it your way.” Burger King was right. The consumer chooses what they want and how and when they want it. Like the DSHEA ruling, consumers are empowered with a choice — We want it our way.
I am a sales and marketing consultant, trainer, writer and new media professional. With twenty-five years in the sales and marketing industry, I've had the privilege of training and supporting hundreds of micro entrepreneurs and business executives.