Posted by arlene

Here is what appears likely for other forms of marketing:

Place-based marketing will become increasingly important as a form of direct response. Being able to make contact with potential consumers in airports, airplanes, taxicabs, and hotels is one way to avoid the privacy laws while still zeroing in on the traveling market. Interactive kiosks will be installed in a variety of venues and will be as common as ATMs.

Event marketing will continue to grow as advertisers look for opportunities to communicate with consumers on a one-to- one basis. Events in which consumers self-select whether they attend will multiply. These are already visible in freeinvestment seminars by stock brokerages, golfing clinics by equipment marketers, and those ubiquitous free minivacations offered by real estate developers.

Sponsorship of public venues also will increase and will expand from sports arenas to virtually any place that people congregate. An example is the Roundabout Theatre Company in New York, which performs at the American Airlines Theatre on Broadway. Chicago has not only the Cadillac Palace Theater, but also the Ford Center for the Performing Arts at the Oriental Theater, illustrating that the car companies are already into the game.

Cobranding and comarketing of different but complementary products and services will increase. A cigar company will hook up with a cognac company and stage an event at a hotel or a restaurant, creating a trio of marketers all out to snare the same demographic audience. The quest in all of these ventures will be to isolate a core of top prospects and put them in a situation where they are exposed to the client’s brands and products, away from the competitive nature of advertising in the traditional media.

Public relations will become more common, if for no other reason than there are more media at PR practitioners’ disposal, and it will be easier to obtain exposure for clients than it is to get time on the networks and space in the national magazines. Just imagine what the proliferation of regional business publications has done to expand the opportunities for public relations efforts. There are probably more than two hundred of these journals in the United States, compared with only a handful of national business publications.

Television in the Post Television ERA

It would be an obvious overstatement to say that television is going to fade away. But it is not an overstatement to predict that the medium will go through the same kind of reinvention that radio was forced to undergo when it was undercut by television.

Network broadcasting in most cases will continue to offer least common-denominator programming. The networks’ mission is to aggregate as many eyeballs as they can, regardless of the quality of the audience. Television is all about ratings.

Cable and satellite networks also like big audience numbers, but they have an advantage in being a dual-revenue system, getting subscription and pay-per-view money as well as advertising revenues. The next big movement, though, will be adding interactivity to cable and satellite.

This will add all kinds of nuances to the notion of television, including having viewers take part in the programming, especially in shows without a predetermined ending. This type of program could be reminiscent of one of the most popular stage plays of the last twenty years, “The Mystery of Edwin Drood.” The play is based on Charles Dickens’s last novel, but Dickens died before he could finish. The producers used the manuscript to set the first part of the play, a mystery in which Drood is murdered. Toward the end of the play, the audience is polled to see whom they think was the murderer. The cast then finishes the play with a denouement featuring the murderer chosen by the audience. Interactivity, even in entertainment, can be an effective attraction.

This could also work with quiz shows, which seem to have a never-ending status on television, not only in the United States but in virtually every country of the world. It might be possible for some viewers to play “Who Wants to Be a Millionaire?” along with a studio contestant. Interactive television, at least in its early days, will attract large audiences, if only for the novelty aspect. But when viewers tire of a program, programming creativity will be necessary to hook them again.

Gambling activity is very popular on the Internet, although it is attacked by moralists and is illegal in many places. It would be technologically possible to have interactive gambling on television, but chances are the authorities would never give their approval.

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