Outbound marketing (let’s call it “traditional media“) is all about interruption. It’s about ads, billboards, telemarketers, spammers. For many years that was the best way for brands to communicate with consumers and somehow we’ve got used to it.
Today, that is no longer the case, because it is no longer as effective as it used to be. Brands do not get our attention like they used to. We have people not listening much radio but hooked to their iPods. We have people watching TV while surfing the net, playing games with their mobiles or simply using technology such as VOD and DVRs to “avoid” the ads.
That is the new reality. Accept it and deal with it.
But somehow some (most) brands do not “get it”. They still think that if they just scream louder or interrupt more often, people will still listen to them. And as a result they not only fail to communicate with consumers but generate negative feelings towards them.
Last Saturday, I watched the Klitschko vs Haye box fight and I was shocked when I saw the TV station showing ads in between each round. No slow motion replay, no comments from the experts, no bimbo in a bikini holding a big card … no. Instead we got bombarded with banners of the event’s main sponsor and with 30 seconds spots.
I have watched hundreds of boxing fights and this was the first time I saw something like this! It was pathetic… Clearly what the media planners failed to understand is that instead of effectively promoting those brands, they were actually damaging them … each ad I was like “I can’t believe this brand can go so low”
So … dear brand managers, media planners, media buyers and company, if you want to get my attention, doing stuff like this is not going to work. Give me value. Help me. Educate me. Connect with me. Don’t just “punch me under the belt” with your ads.
Photo by maxintosh