May
28
Get Relevant or Get Ignored
Filed Under Marketing | Author: Ryan Chamberlin |
Driving home this afternoon I got so tired of radio advertisements that I turned the radio off. It’s a little scary admitting that out loud being that I work in the marketing and advertising industry.
But my reaction wasn’t an anomaly. In fact consumers everywhere are showing greater aversion to all kinds of advertising. Consider these findings from an online survey of more than 2,000 respondents:
- 79.4% of respondents use an internet pop-up blocker
- 68.2% of respondents use an email spam filter
- 72.5% of respondents classified advertisements as “annoying” or “extremely annoying”
- 56.4% of respondents would rather eliminate all advertising from their life than leave it as it is.
One would think statistics like that would send marketers packing for good. Oddly enough, I am as optimistic about future marketing opportunities as ever.
Why? Because the digital technology advancements that have altered media consumption expectations and changed ad perception are also providing the analytics necessary for us to be better informed about consumers than ever before.
The result – We are developing more relevant communications that consumers value and respond to.
No more “shotgun-in-the-dark” mass media ads for us. We prefer a new-model approach – where relevance is king.
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