• Until the feds shut the business down, online gambling represented a $15 billion a year industry. PartyGaming had 19 million customers. They will no doubt gravitate to Second Life-like venues where they play with virtual money and somehow convert it into the real stuff.
• In the world of credit cards and mortgages, millions of consumers are maxed out and consumed with perpetual worry.
• Games on the Web—ranging from live big game hunting to air traffic control and Grand Theft Auto—consume millions more of all ages.
• Real-life crime and accidents—ID theft, murders, shootings, automobile crack-ups—all take consumers’ minds off your ad, mailing or DRTV effort.
• The killing fields of the Iraq War.
I get a sense of a loud and collective beating of the breasts and wringing of the hands in the marketing community over ever-worsening results and cascading ROIs. What’s going on?
Quite simply, a lot more compelling stuff is out there than your tired, mediocre offers; workman-like, boring and preachy copy; poorly designed junk mail; screaming Billy May TV commercials; and the mouse-type sans serif disclaimers in your off-the-page ads.
Wake up and smell the coffee—real and virtual!
Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at email@example.com.