Skal8 – (s – cal – ate) – was created to share the all important methods for reaching consumers in this new fragmented world. Marketing was different when there were only three networks and a local newspaper to really worry about. Consumers today nearly infinite choices in places to spend their time, and countless ways to ignore a marketing message if it isn’t relevant to them. For that matter, consumers can create their own media and their own advertising messages if they so desire.
We’ve seen times where a single phone posted online can dramatically change customer service, as with the now famous individual trying to quit AOL. Every moment that someone interfaces with a consumer now needs to be treated as if the whole world is watching. Marketing now must direct the conversation, and can’t count on controlling it anymore.
Personally, I have had a broad experience attempting to reach consumers on behalf of old media. In the process, I’ve learned quit a bit about marketing to the unreachable. This blog will share not only my experiences and learnings, but interesting ideas that others have explored.
My background is as a graduate of the Kellogg School of Management with honors. I’ve founded a company to focus on the advertising and marketing needs of growing businesses with ROIvertising, and currently I am working with a startup to launch a free dating website with a new approach to honesty. I can be reached at steve@roivertising.com