The New York Times recently ran a bellwether story about shifts in media consumption and related changes in advertising that begs the relevance question, should ads look like things people actually want to read or watch?
More often than not, marketing campaigns celebrated in the ad and marketing trades get the attention because in one way or another they may be fun, sexy, innovative or even glamorous.
Yet ultimately when we put the acid test of consumer behavior against the outcomes, we find that despite the adoration, occasionally these investments are simply ineffective.
Why?
Video.
This should not be a surprise, but when it comes to engagement and shareability, two primary measures of effectiveness in content marketing outreach — video stands as a leader among tools in the tool box.
Consumers like to watch…
Fed up with online ad intrusion:
“At least 34% of all U.S. adults use ad blockers.” (Ad Age, 2015)
According to a recent report from the Center for Media Research, people are increasingly –
Study after study confirms this recurring theme: conventional food marketing communications built around self-reverential “me, me, me” sales messages that assert benefits such as quality and taste just won’t cut it anymore.
Consumers routinely ignore, eliminate and may soon block exposure to the daily barrage of self-promotion that works in direct opposition to real engagement and relationship.
So what actually penetrates the effort to avoid traditional selling?
Alert: we’re not really selling products anymore. The ground has shifted and the path to business growth has changed.
