We live in a noisy world. A world that has created the most distracted generation of consumers ever. But they are also an empowered generation of consumers like never before. So with all that noise to compete against, why do we see so many brands creating meaningless or “me-too” marketing? Unless you plan to outspend your competition, you need to outthink them. Which means creating ideas that cut through the noise and give consumers a role and reason to engage. Companies expect marketing to produce returns, just like any other investment. But thinking it will make consumers do something immediately is not necessarily the approach to take. Most marketing rarely succeeds through hard calls to action. But it can create positive memories and feelings that influence our behavior over time to encourage us to buy something or engage at a later date. No one likes to think that they are easily influenced. In fact, there is plenty of evidence to suggest that current consumer culture responds negatively to hard core attempts at persuasion.
Opinions on what type of advertising and marketing influence consumers best are plentiful. As well as whether digital, social, mobile, traditional and non-traditional efforts are more disruptive, persuasive or engaging. But a well created marketing effort’s influence is subtle. It needs to be engaging and compelling to slip ideas past all the noise and our defenses to seed the emotions that influence our behavior. Marketers believe in its influence. And in addition to the dollars being spent, they have access to data that proves their point.
The fact is, without a clear, focused approach that connects to your audience, your brand could be lost in the clutter of this noisy world.