Aid the journey: do not interrupt it
For decades, ‘interrupt’ advertising has sought to grab our attention; and for some time it has worked.
But as consumers, we have become increasingly bombarded with advertising overclaim, so have become skilled at screening it out.
We are approaching the point where companies can no longer rely on (or afford) advertising alone to win the trust of customers and build profitable relationships.
Television advertising, for example, is becoming more expensive at the same time that it is reaching fewer people. Even when people watch it, they are less likely to believe it.
Smarter people in marketing and advertising have evolved new approaches marrying creativity and new technology with a genuine understanding of the people they seek to reach.
But for many advertisers, the knee-jerk reaction is not to evolve, but to simply turn up the volume. From TV and radio commercials to billboards and busses – are increasingly desperate attempts to grab our attention by shouting, shocking or titillating us.
We are not suggesting that interrupt broadcast advertising should not be part of a successful marketing mix. We are however claiming that it will become less and less successful and simultaneously more expensive.
Consumers are able to freely travel the web in accessing the information they need to make purchase decision. Our job as marketers is to try to map out the new trails that our prospective customers will walk, from:
- searching for what we have to offer online
- building a positive picture of our product / service
- finding us online
- engaging people’s attention initially
- encouraging people to browse
- motivating them to take action, or convert the sale… and keeping them coming back.