Mark Ramsey: It's Not About More Choice -- It's About More Relevance
August 19, 2011 at 3:56 AM (PT)
MARK RAMSEY MEDIA Pres. MARK RAMSEY shares this thought, "Brands don’t necessarily need more choices, they need more choices that are personally relevant."
"That’s from advertising giant JOHN WINSOR, head of ad agency VICTORS & SPOILS, the former VP/Exec. Director of Strategy and Innovation at CRISPIN PORTER + BOGUSKY, and soon to be interviewed for this blog," writes RAMSEY.
"Think about what that means," RAMSEY continues. "Especially in a world of blossoming choices -- a world where anyone can copy your playlist song for song if they wish. How do you keep your audiences interested in your brand?"
We tend to assume that the problem of too much choice means we need to offer even more choice (this was the premise of HD radio). Thatâ€™s a bizarre conclusion since the race to more choice is one that radio will never win in a connected digital world.
"We tend to assume that the problem of too much choice means we need to offer even more choice (this was the premise of HD radio)," adds RAMSEY. "That’s a bizarre conclusion since the race to more choice is one that radio will never win in a connected digital world. Indeed, nobody will win it (except for whoever indexes all that choice and facilitates our choice experience, but that’s another post)."
"'Personal relevance' implies content that is meaningful to me," sums up RAMSEY. "And the more unique that content is the more your brand has a competitive advantage in providing it. 'Personal relevance' does not necessarily mean personalizable. The ability to custom-tailor my own radio station a la PANDORA may create personal relevance, but that’s only one kind."
Read the full blog here.