Marketing attention deficit disorder irks advertisers

Jan 14, 2015

marketing_overloadVery interesting article from The Tennessean about the “new ” way people digest advertising – they are multi-tasking – buying online while watching TV, checking email while on Facebook. How does your marketing stand a chance of standing out? Read more….

American consumers suffer from MADD. That’s “marketing attention deficit disorder.” We are bombarded with ads. Some experts say it’s more than 3,000 messages a day.

It’s enough to drive advertisers crazy. Just how are they supposed to break through?

One of advertising’s primary tenets is that advertising must be distinctive. Messages certainly need to stand out, but for an ad to be effective, it also must be relevant.

Finding relevance used to be the hard part of the job, but other challenges have arisen, including the growing challenge of where to place ads.

People in my business would spend time and money on research to determine what customers desired from our clients’ products. Finding that sweet spot allowed us to craft compelling messages that would surely drive sales.

Relevance is still important, but distinctiveness must be demonstrated through media delivery as well as creative messaging.

“The real innovation still lies in creating the right story and finding the right platform on which to share it,” said Brian Howlett, chief creative officer of Toronto-based Agency 59 in Communication Arts.

For years, print ruled the advertising universe. Then, broadcast television became the way to control the hearts and minds of consumers. Today, there’s a shift to digital advertising.

Here’s the truth — no one medium can succeed by itself. The primary reason is that we don’t consume media as we once did, one medium at a time.

Just consider how you watch television, and compare your behavior with a study Facebook did with consultant Millward Brown Digital. The study’s title is “From One Screen to Five: The New Way We Watch TV.”

Here are some of the findings:

78 percent of American Internet users looked at second screens during television shows, and 71 percent did so during ads.

Checking email and visiting social media were the two most common second-screen activities.

More than 25 percent of TV viewers shopped online while watching television.

One person in 10 interacted online with the show on the TV screen.

Digital diversions aren’t the only things competing for our attention. Many Americans still read newspapers, magazines or books while the TV is on, too. Indeed, we have become a nation of multi-tasking media consumers.

Differences in the ways we watch are growing, too. Consider Netflix.

“When Netflix was first launched in 1998 … it would have been difficult to imagine that … it would pass HBO to become the largest premium TV/movie subscription in the U.S.,” said Bill Niemeyer, senior advisor at the Diffusion Group, a media research company.

According to the Diffusion Group, Netflix streaming has increased 350 percent during the last 10 quarters, with more than 7 billion hours of streamed programming in the second quarter this year.

Networks want to make your viewing experience even more accessible and personal.

TV Everywhere, WatchESPN and CNNgo, for example, make simulcasting available from a variety of networks and channels to your desktop or mobile device. According to an Adobe study, viewership has increased two and one-half times in the past year.

Considering all this media competition, here’s the message to marketers:

Consumers have many options to receive — or ignore — your message. Make sure your media plan uses multiple channels to engage people with your brand.

 

Source: http://www.tennessean.com/story/money/2014/11/21/marketing-attention-deficit-disorder-irks-advertisers/19344645/marketing_overload

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