But we re not going to reach them through advertising on the Internet. Part of what is going on is that the Internet is educating the public, increasing the level of knowledge and awareness of things. When customers become more knowledgeable, they get more skeptical about advertising. At the same time, products are becoming less distinctive. All detergents are basically the same.
All toothpaste is the same.
If somebody makes a small improvement, it takes no time at all for competitors to do the same thing. It becomes hard to differentiate one thing from the next. The trick is to find ways of creating content that can actually communicate the benefits of a brand to consumers. The answer isn t going to be a lot of commercials. We have to devise new methods to connect with customers, to give people information about why they should buy one product vs. another.