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Marketing vs Advertising (16)

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For those of you who missed the Melbourne Meetup, you missed out on one of the best most insightful meetups I've been to in some time.

Anyway... there were may interesting ideas that were discussed which I will share in the next few days. The first is the idea of Marketing vs Advertising

Whether you like it or not, we're in the business of Affliate MARKETING. The way I define marketing is quite simple, its finding a market and giving them what they want.

Lets break it down further. When I say market I'm not talking about demographics, or niches. I am talking about a group of BUYERS.

When I say "give them what they want," I mean don't convince them to buy (advertising) but instead just give them an offer for something they already want!

Let me explain a little further. When I decide to buy a car, I am all of the sudden in the "car buying market". What does this mean... it means I will start to notice all the car ads, the dealerships, the promos, even all the cars on the road and who's driving what. The people who are marketing to me aren't convincing me to buy a car, all they are doing is getting their message out to me in places I might be.

On this forum and other forums, I read a lot of threads about Copy, Metrics, Design, etc... which is all well and good, but mastering these things will only bring you incrimental changes.

At the end of the day if you were to follow the 80/20 rule... the thing thats MOST important to your success is finding the market, not your headline, or putting borders around your ads.

So stop ADVERSTING and convincing users to sign up, buy or download, instead start MARKETING, find the markets and match them with the offers they already want!

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Holy Mind Fuck. It's so easy to go into the "advertiser mindset" as an affiliate from saying how you're an advertiser when explaining this job to friends and family.

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but with social and whatnot. it's hard to find the market tho.

if it was SEARCH it'd be easy

but on social, we are basically "hijacking" them from their facebook chitchat and whatnot.

correct me if im wrong!

[EDITED] -

actually, that got me thinking..

if i were to promote like diet products, I.E - Mangos. then i could target the "Market" by using keyword feature on facebook. [I.E - targetting people who like Jenny Craig or Weight Watchers]

Am i right?!?!

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Kind of. If we're talking about Social, I'll give you an example of a story an affiliate once told me. He was trying for weeks to make gaming work on FB. He tested hundreds of headlines and variations along with various demos and couldnt make it work. His big breakthrough came when he did the following.

>target people who have "online games" as an interest
>use the headline "Play Online Games"
>used images from the game
>rotated to find the game that yielded highest eCPCs

All he did was find people who ALREADY like online games... and found a game they wanted to play.

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Hmmm, so you don't think it's worth it to convert someone whos never been interested in certain products or offers?

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Well we are affiliates, not advertisers. So why waste time trying to convert un interested people when we can convert interested people much easier and get higher EPC's and make more monies?

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1. They might be saturated?
2. Creativity = Good!

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1. Saturation isn't a bad thing, saturation usually means there's a market worth your time.
2. I already posted about creativity in a previous post and how I think its over rated and can actually hurt your chances of success.

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+1 Saturation can be a good thing you just gotta test ideas and funnels until you've got enough revenue to outbid/outrank the competition.

For example, one of my niches is saturated with top 10 /top 3 review sites. They ALL are the same. I've been doing the same and yes it works but conversion isn't great and i'm losing all those people who leave the site... Now i'm testing removing the charts and switching to a "confirm your deal alerts with facebook" button. Once confirmed i redirect them to another page with maybe a top10 chart and today's deal.

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i did some advertising vs. marketing test

and marketing wins by targetting people who are already looking for stuff.

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"When I say "give them what they want," I mean don't convince them to buy (advertising) but instead just give them an offer for something they already want!"

win.

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Mr.Green!

Can you give us an another example please!

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bumping this since its epic win

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I just love when old school direct marketing principals hold thru today. Ed Mayer, the Don of direct mail, popularized his 40/40/20 rule in the 60's (presumably after a "lunch date" with Joan) that says successful campaigns should be built by focusing on:

40% audience (get yer message to the right peeps, ie your media placement)
40% offer (give them what they want)
20% creative (the fun stuff)

Tsar Angry hit the nail on the head with "find your audience where they are" and "give them something they already want". **SQUEE!**

(Check it before yo wreck it: http://www.datamartdirect.com/index....40-40-20-rule/ )

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Yeah, definitely. I love the fact that I can tell people that I base a lot of of my Internet-based, we're-in-the-future-now marketing on books that were written in or before the Great Depression.

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Basic human instincts drive sales. Everytime someone buys it's for a much deeper reason then "i want those acai pills". Thats how you need to drive your sales!

ex:
Sarah really wants the acai pills to get thinner, because she wants David to notice her who lives in her building, because she's picturing them in a relationship, so she's happy, her family is happy for her blah blah etc..

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