Out of Touch

advertising saturation

Sorry about the lateness of today’s post. I went to the eye doctor this morning and he dilated my eyes, which makes it very difficult to read a bright screen. Now that I am able to read a bit, the subject of difficulties in seeing came up in a research newsletter I get and raised an interesting thought.
According to a new study by LinkedIn/Harris:

While over half of advertisers believe ads that make people stop and think (53%) and ads that give people new information (51%) are very effective, just three in ten consumers (30% and 29% respectively) feel the same, says the report.

Inability to see indeed. While advertisers are spending millions to create, produce, and deliver messages they believe to be intrusive and effective, the targets of those messages are responding with a resounding “meh.” In fact, some types of advertising are actually working against the advertisers:

39% of advertisers are using empathy, that is, the companies understand what consumers are going through. But only 24% of consumers say empathy works very or somewhat well and 33% say it does not work at all.

25% of advertisers say they are using cheerleading, “we‘ve made it through tough times before, we‘ll do it again, and we can help you do it.” 38% of consumers, however, say that these types of ads do not work at all

How in touch are you with your audience? While marketing used to be “I’ll talk, you listen”, we’re way beyond that now (at least the smart folks are) and deep into a conversation.  If we’re having a chat and you are not getting what I’m saying at all, either you’re not listening or you’re so preoccupied with your own point of view that you’re subordinating mine.  Neither thing works these days.

Hopefully, just as my eyes are clearing up, smart marketers will pay attention to findings such as these and clear up their ads as well.

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Filed under Reality checks, What's Going On

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