At the recent AdTech Conference in San Francisco, keynote speaker Bob DeSena, Director of Relationship Marketing at Masterfoods USA, a Mars company, spoke about "Breaking the 4th Wall." At Masterfoods, this means engaging consumers on a more personal level and "breaking down the barriers between actors and audience."
With consumer bombarded with over 3,000 commercial messages per day, today's environment requires a long-term commitment to relationship-building. DeSena pointed out the rapidly diminishing returns on investment in advertising. "In two years, one half of all media will be two-way," said DeSena. "The days of imposing your brand message on consumers are over. You must deepen the emotional bond with your customers."
Creating a database of your most committed and dedicated consumers allows you to be Mr. Olsen at the General Store, to the masses," said DeSena. "That is the essence of a database." Also touted was the Internet's ability to allow faster and more efficient communication than ever before. "Online marketing enables better information, which leads to things that were not before possible."
With consumer bombarded with over 3,000 commercial messages per day, today's environment requires a long-term commitment to relationship-building. DeSena pointed out the rapidly diminishing returns on investment in advertising. "In two years, one half of all media will be two-way," said DeSena. "The days of imposing your brand message on consumers are over. You must deepen the emotional bond with your customers."
Creating a database of your most committed and dedicated consumers allows you to be Mr. Olsen at the General Store, to the masses," said DeSena. "That is the essence of a database." Also touted was the Internet's ability to allow faster and more efficient communication than ever before. "Online marketing enables better information, which leads to things that were not before possible."