Information-Marketing™ vs. Traditional Advertising
Instead of telling the consumer (advertising), iSi believes in helping the consumer by “providing consumers with the information they want, when they want it, from an independent third-party that consumers believe.”. iSi calls this Information-Marketing™. What kind of information? Any kind of information. Directly related or even remotely related to the company's products - it doesn't matter. The key is to provide information that is genuinely helpful to the consumer, engage that consumer in an authentic conversation and make sure the consumer knows that the company is the source of the assistance.
Information-Marketing™ is the exact opposite of traditional 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 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.
|
Traditional Advertising |
Information-Marketing™ |
|
Interruption-Based |
Intent-Based |
|
Impressions |
Information |
|
Awareness |
Knowledge |
|
Expensive |
Inexpensive |
|
Local |
Global |
|
Clutter |
No Clutter |
|
Decreasing Effectiveness |
Increasing Effectiveness |
|
Decreasing Efficiency |
Increasing Efficiency |
|
Decreasing ROI |
Increasing ROI |
|
Just Looking |
Transactions |
|
Push - Intrusion |
Pull - On-Demand |
|
Random |
Point of Need |
|
One-to-Many Broadcast |
One-to-One Interactive Communication |
|
First-Party Credibility |
Third-Party Credibility |
|
TELLING (words) |
HELPING (actions) |
|
|
|
|
Core Competency: |
Core Competency: |
The choice is simple - “tell consumers” or “help consumers.” Which one do you think consumers prefer?
While any form of "helping consumers" is beneficial, iSi's Credibility Platforms™ deliver information that consumers perceive to be MORE credible and MORE authentic than any other source.
Imagine the possibilities.
iSi has developed "collaborative consumer platforms" spanning all major market segments to enable companies to initiate Information-Marketing™ across multiple market segments that increase the economies and efficiences of scale. Providing consumers with genuinely helpful information "at the consumer's point of need" enables companies to engage consumers at earlier stages of the buying process, engage consumers that are NOT customers of the company, and engage consumers at unprecedented levels of crediblity.
Imagine the results.