AdAge recently\u00a0ran a story\u00a0noting (some) young consumers switch media 27 times an hour, and brands must \u2018step up their creative game\u2019 to hold consumers attention. Both of these items are true.<\/p>\n
But more than the data shared, how the author framed the story is what got my attention:<\/p>\n
It\u2019s every advertiser\u2019s worst nightmare: consumers so distracted by a dizzying array of media choices that they no longer notice the commercials supporting them. And its time might be closer than you think.<\/p><\/blockquote>\n
This time isn\u2019t close\u2026it\u2019s already here. People tuned out interruptions from companies ages ago: in fact, Seth Godin\u00a0pointed this out\u00a0in 1999<\/em>.<\/p>\n
It\u2019s a quaint notion to think buying non-contextual advertising to mass audiences during television (a medium more frequently\u00a0timeshifted\u00a0or consumed on other devices than TVs by my generation) is effective to reach young people.<\/p>\n
Even if commercials are seen during shows, viewers don\u2019t\u00a0really<\/em>\u00a0care about the brands who bought advertisements supporting them. Not just TV, interrupting people online (or merely mimicking offline ads) is\u00a0equally self-defeating. That\u2019s because the interruption model applied to the web suffers from exactly the same problem, plus doesn\u2019t\u00a0really<\/em>\u00a0make use of technology. It\u2019s merely slapping a broken concept on a different platform.<\/p>\n
What if: instead you reached out to people with content they cared about and built permission with an audience to share ideas? Or if you did want to push messages, why not put them in front of users seeking them out instead of interrupting during more personal moments?<\/p>\n
Of course, permission marketing isn\u2019t a new idea. It is what the web enables and what\u00a0savvy marketing professionals\u00a0have been doing for years.<\/p>\n","protected":false},"excerpt":{"rendered":"
AdAge recently\u00a0ran a story\u00a0noting (some) young consumers switch media 27 times an hour, and brands must \u2018step up their creative … <\/p>\n