Barb Coté
The new reality for marketers is that the old techniques aren’t working.
I came upon this short and delightfully engaging video the other day that perfectly captured this moment in marketing’s history! I believe all my best learning has been drawn from the cartoon form — usually with a catchy theme song to reinforce the message.
This is the accompanying description with the video from Scholz and Friends:
“Companies, marketers and advertising agencies are facing a dramatic shift in marketing reality — and are increasingly failing to connect with consumers. The big challenge in times of exchangeable products, the rise of social media and mature and rather brand-skeptic consumers is to find new ways to get people engaged again in products, advertising and in brands.”
A look back in advertising history by Jim Stengel (formerly at P&G)…
“In 1965, 80 per cent of adults in the US could be reached with three 60 second TV spots. In 2002, it required 117 prime time commercials to produce the same result. In the early 1960s, typical day-after recall scores for 60-second prime time TV commercials were about 40 per cent and nearly half of this was elicited without any memory aid. Currently a typical day-after recall score for a 30 second spot is about 18- 20 per cent and virtually no one is able to provide any form of playback without some form of recall stimulate.
“The number of brands and messages competing for consumer attention has exploded, and consumers have changed dramatically. They show an increasing lack of tolerance for marketing that is irrelevant to their lives, or that is completely unsolicited. Traditional marketing methods are diluted by a hurried lifestyle, overwhelmed by technology, and often deliberately ignored.”
The new reality for marketers is that the old techniques aren’t working.
Not only are consumers tuning out of traditional media, they are tuning IN everywhere — online, offline in store, on the phone, and they are making their connections through apps and sites like Foursquare and Yelp. New tools show up on the social scene and marketers struggle with how to measure what’s happening and compare them to traditional media measurements.
There is clearly a new paradigm: “Human beings are highly social animals, and have an innate need to communicate and interact. Therefore, any engagement marketing initiative must allow for two-way flows of information and communication…” — Alan Moore
The marketers who will break through and succeed in the New Reality will be those who can bring the traditional measurements together with the monitoring and measurement of customer engagement.
In my next post, I’ll further explore the new world of customer engagement and how it affects our ability to measure what counts with consumers.
About the Author:
Barb Cote serves as the Creative Director at SIGMA Marketing Group. Connect with Barb on or follow her on .
Related Posts:
Marketing Analytics for the New Marketing Reality: Part 2 of 3
Marketing Analytics for the New Marketing Reality: Part 3 of 3
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