Just not enough people to go around...

There are now over 110 million websites in existence, serving 6.7 billion people on the planet. That’s roughly 60 people for each website. Now take away those individuals without access to the web and the result is only 13 people per website. The economics just don’t work - or do they?

While most brands struggle daily between the challenges of getting noticed and the limitations of permission-based marketing, the savvy brand consumer only considers one variable. “What’s in it for me?” And they ask because they can.

The days of “interruptive” advertising are almost over as consumers learn to ignore the interruptions. Brand opportunities have now become brand obligations, based on a new model of what consumer expectations now are.

While the advertising industry continues to ponder the yet-unknown implications of TiVo, opt-out email and pay-per-click, the consumer is more empowered than ever before. The consumer benefit of technology far outweighs the brand benefit, and changes the rules for brand managers everywhere.

The quick answer for most brands is to talk in terms of ‘targeted audiences.’ Okay, that’s a start, but how will you communicate and connect? Recently, our best success stories begin where the brand listens to their current brand champions. This means empowering existing customers to participate in shaping the brand presentation to prospective customers.

Having fewer consumers per website is ultimately meaningless unless it results in more attention given to each unique consumer, allowing them to participate and connect with the brand and other brand owners alike.

The best part is the result of this new model, whereby strangers become friends, and friends become loyal brand champions.

Three Key Attributes of Affinity Brands:

Community. Quality. Timelessness. Are you an Affinity Brand? If so, this market belongs to you!