TheWorldJournal.com

Marketing Today
By Candice Pascoal, TheWorldJournal.com

Answer Now: What is Marketing in the new Century?
a) something used to attract investors
b) tool of the merchandising itself
c) mascara of the product to catch the consumer
d) More than this!

In a world of so many offers worldwide, the marketing needs to follow the product's new concept, and its new concept is that they need to be more than ... a window of the commerce. It has to be the idea itself, and carry a brand, a history, a life. In other words, it has to be more than an offer. Has to inform and convince the consumer at the other side that he knows about that item as much as its own company, and because of it, bring him to the same side as yours.

This is transparency. Nowadays, the information is not only gold, but attracts it as well. Is a tool to make a product loyal to its consumers, getting their retention, in recompense.

A consumer needs to be informed about the product to be remembered that that product is more than a piece of idea with a price attached. They must remember that that product is also an industry, is also research for a better quality, and if they know that it's also social care, so you are surely in the right way.

The Global Market was a big change in the way corporations expressed themselves, and now, the Virtual Market is the revolution that gives to each Personal Computer, Professional Computer, Computer in a kiosks, laptop's , the tools to participate in the international arena.

So, as we have the magazines, the TVs, the newspapers, the catalogues migrating to e-magazines, e-TVs, e-newspapers, e-catalogues, we have, in response, the electronic banners, interactive multimedia brochures, CD-ROMs, etc.

This brings to the traditional advertisement an interactivity that is able to use animation, sound and video to advertise in a magazine or newspaper, as it is done in the TV, for example. This is: fixing a brand and giving or getting information within the consumers in a extremely potent creative environment, the hyper text environment.

The concept of the hyper text is the text behind the text. Is the possibility of making searchable the underlines, the interlines. This way, the customer is the one with the power of making the program he wants to attend, saving the information he finds interesting or not paying attention to the ones that has no charm, no innovation, no specialties. He is not the passive customer that follows a market rule in the supermarket, or that get the same outdoor in his pathway home within a period of time. Because at the web, he is the one that makes his own path using icons, menus, tool bars, searches database.

So, is the web an invention created to give power to the customers? Yes and no. It was created to give power to the exchange, to the information, to the commerce, to the consumers , to the... enterprises.

"Why Interactive Multimedia Language Learning," from author Brian A. Victoria of the University of Auckland's Multimedia Laboratory at Tamaki reports that people remember 20% of what they see, 40% of what they see and hear but 70% of what the see, hear and do! So, who can give more space for this interaction of seeing, hearing and doing than the virtual world?!!! It's like a video game being played by the consumers, where they can interact and involve different senses in one purpose: find the information and product they want...

Following this idea, it's understandable why the sites look for more and more nicknames and email address in their database: the site is a community, and each community has it's characteristics members. They must make their one interesting and with as many active members, as possible. Because this means: active potential consumers.

So, if you can make your advertise attractive, playable, enjoyable so you got it. We have here the multimedia once used to attract the audience in a Business meeting now used to attract the audience in the sales marketing. The concept is the same, changes here just the focus and the reached market: unknown and unlimited.

© March 23, 2001