Information-Marketing™ vs. Traditional Advertising
Instead of telling the consumer (advertising), iSi believes in helping 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 human level. Helping consumers, creates an "implicit obligation" that is more powerful than any form of advertising.
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 consumers prefer?
While any form of "helping consumers" is beneficial, iSi's Credibility Platforms™ deliver information that consumers perceive to be MORE credible and MORE authentic than any other source, and they cannot be duplicated by the competition.
Imagine the possibilities.