Jul
30
Prospective Customers Aren’t Targets
Filed Under Marketing | Author: Ryan Chamberlin |
Recently I read that American consumers may be exposed to up to 3,000 advertisements per day on average. It’s no wonder why society has become “ad numb.” And the less responsive we get the more intrusive some advertisers have become.
How these brands get your information and how they choose to use it is inconsequential. Because to them you are just another name on their list, an insignificant player in their CPM model… and they are always looking for a bigger M and lower C. It’s a numbers game pure and simple… and you are the target.
These out-of-date strategies are leading to many missed opportunities. With mass media making the transition to “my media” effective brands understand that their customers have more control than ever before and are embracing every opportunity to empower free interaction with the brand. In doing so, they are establishing trust that builds to loyalty and ultimately creates community.
This is the Affinity Brand approach. Communicating in ways that call for engagement, not simply access
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