Presentation texte p66, Anglais BTS MUC 2ème année

Is the end near for traditional advertising ?

This document is an internet article, that comes from the website “entrepreneur.com”. It was published on march, the 9th 2012, by Mikal E.Belicove.

This text talks about the evolution of traditional marketing and advertising.

Indeed, Paul Adams introduces us to a new form of advertising, which is based on “many lightweight interactions over time”. According to him, companies should build real relationships with customers, rather than trying to attract attention with advertising.

The traditional advertising follow the “4P” (Product, Price, Promotion, Place), which are marketing tools put in place by the company to promote a product or service (representing the positioning of the company).

The idea is to add a 5th P (Participation), to become progressive rather than aggressive. that is to say, it would be more efficient to create relationships with customers, in the same way as friendly relationships.

This new type of marketing, aims to make consumers marketing players. In a transparent and natural way, thanks to word of mouth interactions, the presentation of new products will be much better received. Advertising should be personalized for each client.

It’s necessary that the web evolves to personalize offers relevant to our needs and desires.

indeed currently, companies are looking for private information to advertise, which is intrusive. This can be frustrating for customers, which gives a bad image to the company.

Cooperative marketing could create honest connections between customers and companies, which would increase sales, and improve relationships. it's a good idea, which would be a big step for marketing.

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