Are you wasting money on marketing that is no longer reaching your prospective clients?
Traditional “interruption” marketing is losing its effectiveness in today’s market place. Why? Consumers are changing; previously people sat though the ads on TV, now with TV on demand and the use of items like TIVO and online viewing, they’re missing your ad and enjoying their show instead. If they’re at the cinema waiting for the movie to start they’re interacting with their iPhone or talking with their friends but not watching your ads on the screen.
So how do you reach the modern consumer?
Well first of all you need to identify him! Then you identify WITH him! For instance, in the 80s and 90s someone who was 50 years old was looking towards retirement and assisted living accommodation or maybe looking after grandchildren. In today’s market a 50 year old is doing more, staying much younger and being more active. The thoughts of the 80s and 90s aren’t as appealing to today’s market.
Even teens and young adults have changed. Most aged 17 to 25 years think of themselves as older, more like a 30 year old. And everything has become digital, so if you can’t reach them through a smart phone it might as well go through one ear and out the other.
Modern marketing is about interaction, the whole experience, from first contact to final purchase. Consumers expect you to meet their needs but YOU must do more than that to get their attention! We need to market directly and interactively to them. Test and measure many different approaches and see what works and what doesn’t.
Your consumer now is ever changing and if you want to keep up with today’s market, you have to be willing to change too. Test and measure and talk to your customer to find out what best fits them.
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