Changes in Advertising Psyche for Consumer Services
This really got me to reflect on last 5-10 years…
Google, Flickr, Facebook and Twitter never advertised early in the growth of their success.
They won peoples heart by offering such a unique offering that they didn’t need consumer advertising. I put my 2005 hat on, and I remember at the conferences when advertising for consumer services was frowned upon as you should be able to capture users based on the quality of your product alone. Also, “the right type of people” (early adopters) signup when you are not advertising and feel more committed to the product.
It’s not only LivingSocial, new growth consumer companies have demonstrated more aggressive paid marketing levels including scvngr, Zynga, and GroupOn.
You can’t watch the superbowl or navigate an iPhone app without seeing an ad for these companies.
Is the cool “don’t need to advertise” attitude gone?
If so, what was the tipping point?
Did GroupOn 6B valuation change peoples psyche on this?
Have we reached hypercompetitive level for time to mass market that this is now required?
Is this acceleration a long-term trend or a short-term fad?
Not sure I have the answer but one thing has changed… Advertising is more accepted for consumer growth internet companies then it was a year or two ago.