Mitigating Consumer Apathy to Current Advertising
If advertising firms and their clients, ranging from up and coming brands to the well-established Coke and Pepsi's of the world, want to reach us they're going to have to do more than "Shout". Firstly, they have to stir up an inclination within the general consumer to shop the brand. This makes for a successful delivery of the message. There after, proper judgment must be utilized to determine how receptive this potential consumer will be to their efforts based on the context and medium of the exposure. When operating in digital space, the aforementioned guidelines set the template for how a potential advertiser can understand its designated audience and analyze its resulting profits based on an expenditures vs. revenue scheme/model. In the world of advertising, it is constantly being mentioned that companies are trying to reach the new demographics. This distinct cohort that they famously reference is ideally the sector of society who has had little to no background with the particular item or service being promoted. However, the digital realm is different. Now, you can mute your streaming devices, skips ads after an allotted amount of time and even fast forward on your TVs. All of these actions decrease the efficacy of any ad campaign. The question begging to be addressed for advertisers and their clients is what sure-fire ways are there to lessen the consumer's desire to employ those actions. Though there is no fool-proof solution, it is clear that the digital atmosphere needs to steer from its forceful, shouting approach and look to converse and engage.
Experiences with Free Music Streaming
One example of how inefficiencies have begun to surface in digital space advertising is in the expanding market of free music-streaming services like Pandora and Spotify. My personal experience on the free version of these products can be described as: I choose a music theme, every 5 or 6 songs I notice a distinct pause in my listening experience, followed promptly by a 30-second ad space, which is mostly aural, encouraging me to shop for different items or services. Of late, it appears that I have been receiving more ads promoting engagement rings of all things. Now, I recognize that I most likely obtain these particular ads because I am part of a particular sex and age demographic as a young male consumer. Nonetheless, it doesn't stop me from finding it comical on how little these services truly understand my interests.
These advisory messages tell me not to look at just any engagement ring, but that I should note the selection offered at Company X, and thus keep mental tabs for the future. So when I hear about these advertisements, they make me question: Why Company X? Then I have the subtle epiphany "Oh yeah, they are subsidizing my free music". As a consumer within the North American and global markets, I acknowledge that almost every free amenity comes with some sort of drawback. Buyers like myself are sympathetic to the fact that sacrifices are necessary for our own cost-effectiveness. We still remain generally apathetic to the advertising campaigns that companies are putting forth in digital spaces. The main holdup in my interaction with the music listening advertisement was that my interest in the ring OR Company X was not stimulated at any point. There were several other factors that had to be in play for me to consider purchasing an engagement ring, aside from just my age and sex.
Using this unique example, we can analyze the efficiency of this ad and display model by discussing their target audience. We can contextualize the predicaments of the desired consumer in one of three categories: 1) single or dating with no specific outlook on who their partner in marriage will be; 2) in a committed relationship possibly considering the option of engagement soon; or 3) married or of another relational status that will most likely not consider buying an engagement ring in the near future, or ever again. By segmenting their audience, we rationalize that their potential buyer belongs to the second of the three categories. This segment is a very specified niche of consumers, those looking to be married in the not-so-distant future. We also note that not all of these potential buyers are going to shop at Company X. With these two factors in mind, the essence of this interaction doesn't yield a high success rate among Company X's viewership.
Low Ceilings of Advertising Endeavors
Let's indulge in some fairly plausible speculation that I am contemplating marriage in the near future. I even find myself hypothetically shopping for an engagement ring. Even in this reality, the expectation of Company X is that I will be drawn back to this memory that I had from being interrupted during my music listening experience. The key word being "interrupted". The name of Company X and its product can oftentimes be soiled because of faulty, unintelligent advertising campaigns. Companies and firms must question whether it is truly better to force the exposure to their product, rather than come to grips with the demographics that can be reached and will be receptive.
Successful individuals in the advertising business like Michael Lazerow, the current CMO at Salesforce Marketing Cloud (also referenced in "Shout"), know that the evolution of advertising isn't ads disappearing altogether. Rather, he shares that these companies need to find a way into the conversation. The ubiquity of technological services already enhances and cements the level of exposure. Companies should then reflect on how their work will engage the individual. Companies will start breaking through their low ceilings and reaching greater profit margins when they start realizing that the levels of innovativeness must be amped up. For a company to "shout" and thus gain from the constant barrage of exposure is no longer an effective strategy. They are proven to be much better off as Lazerow explains by efficiently targeting the client through a more personal connection. Lastly and most importantly, the intellect of the consumer must not be ignored, or worse yet insulted by the content or lack their of in their advertisements. The success in the buyer-seller relationship is a result of keen knowledge of the seller's target audience and their ability to "engage" the buyer's willingness. Once businesses start the conversation and keep the potential consumer engaged, then they should expect to reap the rewards of present and future business marked by brand loyalty. Smart advertising generates longevity and sustainability.
Authored by
David A. Thomas
Next Blog: Discussing Google's SVP and Chief Business Officer, Nikesh Arora, and his take on adjustments in advertising mediums!
