Advertising vs. Information-Marketing™
Instead of telling the consumer (advertising), iSi believes in helping the consumer by “providing consumers with the 'high-value' information they want, when they want it, from an independent third-party that consumers believe.”. iSi called this Information-Marketing™ (also known as content marketing). What kind of information? Any kind of information, directly related or even remotely related to the company's products - it really doesn't matter. The key is to provide high-value information that is genuinely helpful to the consumer, engage that consumer in an authentic conversation and make sure the consumer knows that YOUR company is responsible for providing the information. Giving value to get value.
Information-Marketing™ is the exact opposite of interruption-based advertising. It's helping instead of telling, it's ACTIONS instead of WORDS, and it works at the most basic human level. Helping consumers, creates an "implicit obligation" that is more powerful than any form of interruption-based advertising.
Whereas, interruption-based advertising was designed to be viewed quickly, with few words and almost no real information, Information-Marketing™ engages the consumer in a meaningful one-on-one dialog while providing the consumer with relevant information that is of real, tangible value to the consumer, and supplied at the consumer’s point of need.
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Advertising |
Information-Marketing™(Content Marketing) |
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Interruption-Based |
Intent-Based |
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Impressions |
Information |
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Awareness |
Knowledge |
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Expensive |
Inexpensive |
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Local |
Global |
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Clutter |
No Clutter |
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Decreasing Effectiveness |
Increasing Effectiveness |
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Decreasing Efficiency |
Increasing Efficiency |
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Decreasing ROI |
Increasing ROI |
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Just Looking |
Transactions |
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Push - Intrusion |
Pull - On-Demand |
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Random |
Point of Need |
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One-to-Many Broadcast |
One-to-One Interactive Communication |
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First-Party Credibility |
Third-Party Credibility |
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TELLING (words) |
HELPING (actions) |
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|
|
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Core Competency: |
Core Competency: |
The choice is simple - “tell consumers”(with ads they block or ignore) or “help consumers” (with the high-value information they want). Which one do you think consumers prefer?
While any form of "helping consumers" is beneficial, The PediaNetwork® delivers high-value information that consumers perceive to be MORE credible and MORE authentic than any other source.
Imagine the possibilities.
The PediaNetwork® is a cooperative effort between iSi and marketers to create the ultimate consumer information resource for every consumer product and service worldwide that provides consumers with faster, easier access to the information, products and services they want and marketers with faster, easier access to the consumers they want, across all market segments.
Imagine the results.