Competing for consumers’ attention and time
Consumers today are exposed from 3,500 to 5,000 marketing messages a day. On the street, on Tv, in the newspapers, online. Ads are everywhere but most of the people simply don’t notice them or worst, notice but don’t register them. Usa Today has a good article to introduce the Cannes Advertising Festival and discuss the challenges the advertising industry is now facing. The recurrent idea is “think outside of the box”, which means, look beyond TV advertising which is no longer going to play a pivotal role in promotional campaigns.
The competition to get consumers’ attention is getting fiercer, also because you don’t know where to find them: are they reading a newspaper or browsing the online edition of the same publication? Are they on the bus watching the billboards outside on the highway, or are they playing with their mobile phones? The answers are difficult to find, so just “Think Different”, integrate, don’t separate, don’t focus on talking, rather listen to the people: they will not tell you the perfect solution, but they’ll show you the right way through blogs, billboards, podcasting, mobile phones and… Tv advertising.