Personal or not?
lindsey...@yahoo.com
According to Kotler and Keller (2012, p. 535), “Personalizing communications and creating dialogues by saying and doing the right thing to the right person as the right time is critical for marketing effectiveness.” In chapter 19, the authors discuss direct, indirect, and word of mouth marketing.
Direct marketing is “the use of consumer-direct channels to reach and deliver goods and services to consumers without using marketing middlemen” (Kotler & Keller, 2012, p. 535). Types of direct marketing include: direct mail, catalog, telemarketing, face-to-face, magazine ads, and newspapers. Interactive marketing, or electronic marketing, provides much greater interaction and individualization, claims Kotler and Keller (2012, p. 540). Websites, search ads, display ads, emails, and mobile interactions are all types of interactive marketing. Word-of-mouth marketing includes online forums, blogs, social networks, and other forms of social media and is becoming the most frequently type of marketing used (Kotler & Keller, 2012, p. 546). Although direct marketing is a type of interactive marketing, it too is shifting to electronic and away from face-to-face, personal marketing.
With the rise of interactive and word of mouth and less emphasis on direct marketing, how can organizations avoid becoming less personal? Do you think that today’s society really wants the personal touch? Or do we prefer the fastest and easiest way?
Katie Weaver
I think people prefer the fastest and easiest way when looking for a product. However, once there is an issue with the product, the consumer wants the service to become more personal. Nobody enjoys dealing with an automated system when they have an issue. Professor Weaver discussed the issue of avoidance in class last week and automated systems are a way for companies to avoid conflict or dealing with an issue. Consumers will feel more irritated that someone did not care enough to actually speak to them and resolve the defect or issue.
Jennifer Parson
I agree with Katie here. When I purchased my laptop a few years ago I went to Best Buy’s site because it was the easiest and fastest way to get exactly what I wanted and avoid standing in lines. Last weekend I had to replace it but before getting rid of it I took it to the Geek Squad to see if there was anything they could do to help. There was not anything they could do, but I received excellent service and felt better when he suggested I “let it rest.” As a result of my computer crashing I expected personal consideration for me specific problem and was willing to wait in line for attention. Organizations can be available to attend to individual problems because the internet provides marketers and consumers with opportunities for much greater interaction and individualization (2012, p. 540).