Monday, December 6, 2010

The Gap

Can you imagine if FITmedia as a company were to buy the license to show certain TV shows and movies at exclusive watching parties? The shows and movies would of course be advertising free. The advertising to pay for the event would then come from the distribution of promotional, trial, coupon type deals that each affiliate would bring in their own right—either because they own a business which they are promoting, or because they have found one they can get paid to promote.

When advertising is mass marketed through static media, there is a gap created between seller and buyer; between the creators of value and the appreciators of that value. Because of this gap, even products which a person might want are perceived as being forced upon them by someone who cares little for him as an individual. We would create an environment where friends give friends a good deal on stuff they actually want or need.

If we can organize events around networking and relationships, and distribute media content that promotes conversation and teaches about relationships, the companies that approach us to give us promotional material, commercial trials, etc., will necessarily be the kind of companies we actually want to work with. These companies will be interested in relationships as well and would promote further refinement of our media content's principle-based message.

The gap created by mass advertising between businesses and people tends to promote a blurring of the hard lines of natural law in the name of diversity. Instead of seeking to base stories and build product campaigns upon the bedrock of human nature (which all people and peoples have in common), they skimp on the difficult work of identifying and standing by these principles. They prefer to spin tenuous connections between superficial facets of everyday life, then promote the false dogma with stories which make it appear true.

Technology companies always think it's a great idea to use technology to make marketing less cumbersome (for them) by grabbing little snippets of information about people, connecting it with some sort of ad, and shooting it over to them without involving any actual human emotion. Unfortunately, that just seems creepy.

I just heard that Microsoft apparently thinks it's a good idea to use the new Kinect to take a snapshot of a person playing a game, look for anything around them that suggests some sort of product that they might want to buy, and then uses that information to tailor ads to them. Now I'm all for using technology to tailor ads to people to better deliver them information about products and services that they actually want to buy. How else are you going to know about products unless someone delivers you the information about where to get them?

However, technology companies seem to think that just because the piece of information can be delivered over a long distance to a lot of people that that is the best way to deliver the information. Like robots, they seem not to have any comprehension of how important relationships and the emotions of relationships are. Basically, they don't realize that every business is a people business.

Basically, customers are cynical that any companies actually care about them. In the age of information, what we need is not more information, but information delivered with a personal touch—and a lasting relationship. Who do you watch TV with?

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