How entertaining is your brand?
On the surface, this may seen like a simple question to answer. If you produce movies, energy drinks or running shoes, you probably have something that is highly entertaining. Most of us don’t work for brands like that. We sell valves, insurance policies, accounting services and the like. Not the kind of stuff that evokes deep emotions like laughter and tears. Still, we live in a day and age when most brands are forced to be out there. Not just with television commercials, flyers and ads on the radio, but actively engaged online. We need to get people to like our brand on Facebook, pin our images on Pinterest, subscribe to our YouTube channels, retweet our 140-characters of goodness on Twitter and more for attention. In fact, when it comes to the modern marketing mix, you will often find many companies struggle so desperately, that they are willing to buy media to promote their content posts or spend money on fan acquisition (there’s an oxymoron in there, if you think about it). There are countless strategies that marketing pundits will put forward in order to help brands understand where and how to create value in a world that has never been so cluttered with advertising.
Screaming louder than everyone else.
If you go back a mere fifteen years, marketing experienced a new dawn. Social media brought with it the ability for brands to have real interactions with real human beings. As powerful and profound as that was (and still is), the waters have become quite murky. The current arms race for likes, friends, followers, subscribers, retweets, pins and more has brought with it an over-simplification of what a brand should be pursuing. Google, Facebook, YouTube, Twitter and the like are no longer encouraging brands to figure out a way to create a depth of meaning and connection with their consumers. If you scratch slightly beneath the surface, everything that they offer is sold much in the same way that traditional media outlets have sold their traditional advertising. It has become just another type of marketplace, where the brand who screams the loudest gets the most attention. So, is the promise of social media dead? Do we really need to care about depth of interactions, building true relationships, nurturing people towards engagement, or are we looking for just another quick fix in a long history of advertising’s version of the one night stand?
Tell me what you want… what you really, really want.
You would think that as your business adds digital marketing into a more prominent position within a marketing mix, that the true value will come from time spent digging deep into what adds value to the consumers life. How can your brand – in a world where anyone can publish anything in text, images, audio and video – create something so compelling that it becomes an integral part of a consumer’s digital experience. Well, it turns out that the pace with which consumers are ignoring advertising messages has not dissipated in a world where we have an incredible ability to target, customize, personalize and build a true relationship. According to a Research Brief news item published earlier this week titled, Four of Five American Consumers Ignore Online Ads Most Frequently, the digital world is having just as much trouble capturing a consumer’s attention. "82% of Americans ignore online ads, ahead of television ads at 37%. 92% of Americans ignore at least one type of ad seen every day across six different types of media," according to the article about the first annual Goo Online Advertising Survey. "The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads. Overall, the 65+ age group ignored the most, while the 35-44 age group ignored the least."
Advertising revenue would beg to differ.
If that one study is reflective of the industry at large, the fire alarms should be clanging from Madison Avenue to Silicon Valley. We continue to see a sharp increase of ad spend shift from traditional channels to digital ones in hopes that customization, analytics and targeting will create a more effective form of advertising. So, what do consumers really want? The Goo Technologies went on to report that consumers would like advertising to:
- Look more interesting.
- Not feel like an ad (whatever that means).
- Be funny.
- Be entertaining.
- Have stunning graphics.
- Have a sexy man or woman in the ad (I can’t make this stuff up).
- Be more interactive.
Nothing new in new media.
If you’re wondering why all of that technology, analytics, retargeting and more is not moving the needle in your advertising, or why that last YouTube video didn’t find the viral success that you were hoping for, it turns out that consumers – no matter how evolved they are in their technological prowess around media channels, content creation and devices – are overwhelmed. There is a sheer brunt force of advertising everywhere. They are either completely ignoring advertising or simply want it to give them a chuckle or raise an eyebrow and move on. As simple as that sounds, not many brands are in the business of entertainment, and that’s the true rub. Consumers are online, connected, creating, curating, sharing and more. As intellectual and powerful as that is, nothing will get them to act on your message unless you can really entertain them. Smart advertising is good entertainment. Surprise! Nothing much has really changed in the game of advertising no matter how sophisticated and evolved the platforms and opportunities have become.
So, how entertaining is your brand?
The above posting is my twice-monthly column for Inc. Magazine called Reboot: Marketing. I cross-post it here with all the links and tags for your reading pleasure, but you can check out the original version online here: