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WOMM Vs. Advertising

What If

February 2, 2006

Posted by Elizabeth.Lee

An article by Dave Evans at ClickZ caught my eye discussing the TIVO/DVR generation by way of Jamie Kellner’s (Turner Broadcasting) proposition that “ad-skipping consumers violate an implied contract and should expect to pay ‘as much as $250 per year’ in additional fees if they want ad-free TV.”

But who can deny that consumers are at, or quickly nearing, saturation point.

Interruptive communications is out... (Enter stage left, WOMM)

So Evans proposes a “what if” situation: “What if marketers cut ad budgets by 50 percent and lowered the price of their products in return?”

As marketers, we naturally cringe at the thought of cutting budgets. And marketing is clearly important as it’s the sales pitch beyond the store counter. However, if the savings are passed on to the consumer, allowing them to buy more products – and we’re in a new age where the focus is on the consumer’s entire experience with your company – how can we not consider? Evans shares Amazon.com as an example of cutting budgets and reducing shipping.

So if there were less advertising – where else can the company's voice ring true?

A comprehensive, planned WOMM campaign is an investment. However, what fraction is this investment compared to advertising today? And as possibly the counter-curse to consumer life interruptions, seems to me to be an undeniable force at the marketing table.

posted by Elizabeth.Lee

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