Changing Cultures - Bridging
the Gap
GRA
Newswire | e-Market
Primer | Changing
cultures | Market Based
Technologies | Bridging
the Gap
GRA
Research Group (Home) | GRA
Internet | GRA Phone Center | GRA
Check Study | GRA International
GRA
offers the best of both traditional and internet marketing research in the health, pharmaceutical
and publishing industries. While internet technologies now provide new and unique opportunities for market
research, solid research requires a foundation that
rests on solid experience. GRA's
expertise can help you bridge the gulf
between yesterday's marketing environment and tomorrow's media opportunities.
Yesterday's
world
consisted of three primary media types – television, radio, and print.
Today’s internet media types vary much more widely, including flash movies,
streaming media, still media, interactive media, banners and pop-ups, and
these occur on multiple platforms in multiple environments. In the traditional
media environment 'the message was the medium'
and in some ways was more clearly defined by
the medium. While different media were available, radio and TV defined a kind
of mono-cultural consciousness in which the viewer lived without a voice (with
few exceptions, such as the phenomenally successful talk radio model). In
today’s web environment, however, opportunity for the viewer/listener to
have a voice is critically important. Studies
clearly suggest that the more 'a platform for a
voice' is given, the more successful a given client/customer/patient
relationship will be.
Today,
marketing
and customer/patient relationships are about a two way street and egalitarian
communication. While we are the first to admit that B2B
(business-to-business), B2C (business-to-consumer) relationships
and customer loyalty are placed in danger of becoming euphemistic clichés, we
see signs that the media will and has already begun to define the new
culture of marketing. Marketing and advertising is no longer a matter
of “I speak, you listen,” of the consumer
passively absorbing the latest jingle; it is becoming we
converse, we both listen.
The
decline in the success of banner advertising may be demonstrating that "in
your face” advertising no longer works all of the time. Much of the web
culture does not want to tolerate this type of advertising.
On television it has been tolerated and increasingly avoided with the advent
of the remote control in the last few decades, but now that technology
supports interactive media, the old cultural paradigms have ubiquitously begun
to fade.
This
changed culture demands transformed market
metrics and an effective holistic market strategy. Understanding
these new metrics and how to apply them is what integrated
team-based marketing is all about. GRA builds on these very
concepts.
GRA
Newswire | e-market
primer | Changing
cultures | Market Based
Technologies | Bridging
the gap
GRA
research group | GRA
Internet | GRA phone center | GRA
check study | GRA International
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