David Meerman Scott , author of ‘The New Marketing and PR ’ often begins his talks with a question:
In the last 1-2 months, privately or professionally, in order to research a product or service you might want to buy, raise your hand if you have:
- Answered a direct mail advertisement?
- Consulted mainstream media – radio, television, magazines or newspapers?
- Looked in the print yellow pages?
- Gone on Google or another search engine?
- Have you tapped your peer-to-peer network, (Friends colleagues family members) through some kind of electronic network – Facebook, email, Twitter, Linkedin, Instant Messaging, where the answer that came back from a friend colleague or family member was a URL to a website you visited?
David tells the story that it doesn’t matter where he presents around the world, he gets the exact same ratios. It doesn’t seem to matter what age, the job function of his audience, it doesn’t matter who the people are; the responses he gets are the same. Here they are, with the approximate results I got when I put the same question to the construction marketer audience at the CIMCIG seminar on the Changing Face of Specification and Selection:
David then says to his audience, “Oh my God! Why are we continuing to market using those same old traditional methods?”