Information-Marketing™ vs. Traditional Advertising
Instead of telling the consumer (advertising), ISI's Credibility Platforms™ engage the consumer by “providing consumers with the information they want, when they want it from an independent third-party that consumers believe,”. ISI calls this Information-Marketing™.
Information-Marketing&trade is the exact opposite of traditional interruption-based advertising. It's helping instead of telling, it's ACTIONS instead of WORDS, and it works at the most basic level.
Whereas, interruption-based advertising was designed to be viewed quickly, with few words and almost no real information, Information-Marketing™ engages the consumer in a meaningful one-on-one dialog while providing the consumer with relevant information that is of real, tangible value to the consumer, and supplied at the consumer’s point of need.
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Traditional Advertising |
Information-Marketing™ |
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Interruption-Based |
Intent-Based |
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Impressions |
Information |
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Awareness |
Knowledge |
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Expensive |
Inexpensive |
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Local |
Global |
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Clutter |
No Clutter |
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Decreasing Effectiveness |
Increasing Effectiveness |
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Decreasing Efficiency |
Increasing Efficiency |
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Decreasing ROI |
Increasing ROI |
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Just Looking |
Transactions |
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Push - Intrusion |
Pull - On-Demand |
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Random |
Point of Need |
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One-to-Many Broadcast |
One-to-One Interactive Communication |
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First-Party Credibility |
Third-Party Credibility |
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TELLING (words) |
HELPING (actions) |
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Core Competency: |
Core Competency: |
The choice is simple - “tell consumers” or “help consumers.” Which one do you think will work?
ISI Credibility Platforms™ deliver information that consumers perceive to be MORE authentic and MORE credible than any other source.
Imagine the possibilities.