Reverb Marketing: What Is It?

By Thomas Murrell MBA, CSP International Business Speaker

What are the latest trends in marketing?

Well, reverb marketing is the latest buzzword amongst the marketing community as customers get harder to reach because of what I call the three c's are on the increase:

1. Chaos,
2. Clutter, and
3. Competition

Chaos - Our lives are getting busier and busier and more and more chaotic as we sift through the masses of information coming at us.

Clutter - This mass of information is getting held up, like grains of sand in an hourglass, and the sheer volume is cluttering up our lives and decision-making processes.

Competition - It is an increasingly competitive marketplace now, with me too brands, look at me brands, and global brands dominating the marketplace. It is increasingly difficult to be truly unique and standout from the crowd.

It is worse in the online marketplace.

For example, eMarketer points out that many Internet users already use multiple forms of media at once. Even as I write this I'm listening to a motivational CD in the background.

Larry Chase says "Smart marketers will synchronize their messaging so the end user hears and sees complementary messages at or near the same time. This will be the new definition of what media planners call "Road Blocking". Since the end user's attention is split between different media, it will be essential that messages reinforce each other."

Chase believes visual images on TV spots or simply showing the 800 number on screen won't be as effective, because a significant segment of people won't be watching the screen. "Even today we're starting to use TV like radio," he says.

Source: Larry Chase's Top 10 Trends for the Next 10 Years, Larry Chase's Web Digest For Marketers, May 28th, 2005.