Commercials have become an integral part of the Super Bowl experience. Essentially, the Super Bowl consists of three separate factors combined into one event: the football game, the halftime show, and the commercials. However, Super Bowl commercials are more a source of entertainment than anything else these days���how effective are they as advertisements?
Marketing and advertising is a constantly evolving and dynamic discipline. The effective marketing techniques of 10 years ago, 5 years ago, or even last year might not be nearly has effective now. For example, with the advent of DVR technology (Tivo), the effectiveness of television advertising has seriously diminished. At $2.6 million per 30-second spot (on CBS), do Super Bowl commercials have a reasonable return on investment?
Faced with diminishing returns on traditional mass-media advertising, companies are being forced to get a little creative (God forbid) and pursue alternate methods of marketing. Specifically, online advertising and guerilla marketing���but again, how effective are these types of marketing? With the amount of spam circulating around the internet, online advertising is already seeing a decline in effectiveness. Guerilla marketing still has potential, but caution must be exercised in order to avoid a situation like the Turner Broadcasting guerilla marketing debacle that cost the company and their agency $2 million. (http://www.cnn.com/2007/US/01/31/boston.bombscare/index.html).
So where does this leave us? To paraphrase Field of Dreams: if you build it, they will come. Marketing is all about building and maintaining long-lasting relationships with consumers. The best way to build these relationships is not interrupting a person���s favorite television program with a commercial, or covering a person���s favorite web page in banners, or spamming their email inbox. Rather, the best way to build these relationships is by building a quality product, letting word of mouth bring consumers to you, and then nurturing those relationships through open, two-way communication.
Did Google obtain 42.3% market share (search) through traditional advertising? Hardly. They created a quality, innovative product and let people discover it on their own. Once word got out about Google (word-of-mouth), they experienced exponential growth.
eteamz is on the verge of great innovation. The re-launch of the Active.com website and the further integration of eteamz into the Active parent company will bring about a series of significant advancements���not to mention all the changes, updates and upgrades we have in queue for 2008.
As always, we would love to hear your thoughts about anything! The upcoming Active.com re-launch, eteamz marketing strategies, or changes/enhancements you���d like to see.