Marketing without advertising the Ikea way
This is the story, via Chris Matyszczyk, of how Ikea used Facebook to promote a new store in Malmö, Sweden:
It's all very clever. And it reinforced a belief of mine that this is the main reason why traditional media are struggling all over the world. It's not so much the decline in the number of people watching broadcast TV shows or reading magazines or newspapers that's the problem. It's that there are now so many powerful, cheap new ways to deliver marketing messages to consumers that don't involve buying advertisements on TV shows or in magazines or newspapers—or even on websites.
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Well, what's the famous old quote? "I waste about half the money I spend on advertising, the problem is, I don't know which half."
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I think even more than new platforms, is the dramatically increased efficiency and trackability of the new forms of advertising that's hurting old media. I mean, if your business model is based on getting double the revenue of your results, and all of a sudden people figure that out and start only paying you single the revenue of your results, it's likely to be a painful adjustment.
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(and wow that's a paragraph full of awkward phrases.) -
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[...] FacebookThis article is in line with our discussion of advertising and its positive effects. One company [...]
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If the money spent on AD more than the profit itself, why continue? I am not good at business and hope that people make wiser decisions and good luck
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