After describing modern consumers and their desire to watch or read what they want, when they want, the current issue of Business Week concludes:
The result: a serious case of attention deficit for every business that depends on traditional mass media to reach customers.
So the question is, what is the cure? Here is an additional question that I think leads to the answer: if consumers aren't paying attention to traditional advertising, who are they paying attention to?
The answer: their friends, their colleagues, their neighbor, their obnoxious brother-in-law--frankly, anybody but an advertiser. So what is the solution for a business? Turn your customers into promoters. Your customers are somebody's friend, colleague, neighbor and yes, even obnoxious brother-in-law. Make your customers so happy they can't wait to tell somebody--that is the cure.
Your success will be determined more by what your customers say about your business than what you say about it--no matter how much you pay to say it!