Howie Schwartz’s “Mobile Marketing Leadership” launches March 9, 2010
Marketing has been around as long as commerce itself has existed. Ever since man has been able to understand the mechanism behind “I have this, you want it, let’s work something out”, we’ve always tried to find ways to entice others to buying what we have.
Over the millennia, we’ve developed a plethoric range of methods to acquire more customers… some good, some bad, and some downright devious, and one of these methods involves the use of specific media.
While word of mouth, and the salesman ability to charm the pants off clients was the way of the past, it evolved into a more widely practiced convenience of using the written word as the preferred method of advertising. There were numerous benefits to this, as clearly the selling wasn’t limited to the one able merchant peddling his goods with his personality.
Firstly, there was the benefit of writing a piece of advertising that could easily be duplicated and distributed. Another added benefit is that, unlike the merchant’s fanfare, wherein if you missed part of the “presentation” you may not have been convinced to buy, the written advertisement gave one the possibility to take in the message at their convenience… as often as they wanted.
The first merchants to see the benefit of the written word as an advertising platform realized the chance to go global with their business. They were no longer limited to the confines of their local area, and all it took was the distribution of their printed advertising message.
Needless to say, they went on to become immensely richer than the traditional merchants crying, “Step right up, Ladies and Gentlemen!”
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