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Posted by Anthony Mullen on April 23, 2014
Campaign marketing is increasingly seen as background music and 'tuned out'. No surprise really that in a world where all brands push 'play' without consulting consumers that the outcome is a cacophony. It's one that consumers increasingly want to tune out, and today they have the tools to do so. From their cultivation of banner blindness , use of browser plugins like Adblock, through to enlisting more-aggressive privacy settings and skipping adverts at 8x speed. They simply don't want your message pushed at them and are taking steps to control the signal-to-noise ratio of useful vs. irrelevant data. Marketing must respond with a new quality in the relationship or risk being ignored.
Delivering this is a major challenge. It requires an enterprise adept at modeling rich semantics, developing brand algorithms and real-time recommendations based on thousands of variables. All of it is underpinned by strong permissions and trust between people and the brands they come to depend on. Our research on useful marketing by Melissa Parrish and how context changes marketing by Carl Doty are good examples of the approaches marketers can take for this new style of customer engagement, and these topics feature heavily in our upcoming Forum For Marketing Leaders on the 13th and 14th of May.
It's time to re-plot your direction by rooting your strategy in customer needs. Uncovering the needs of your consumers is the critical first step to being able to deliver visible value in context to them. Switch your marketing from being ignored background music to something more ambient and useful. I'll be speaking at the Forum on how to develop a strategy based on customers' needs to underpin this new era of 'useful marketing'.
What do you think? Can the industry make the change? Will advertising as a marketing tool wither or be rewritten? How much power will consumers get and when? Drop me a line or comment below. Hope to see you at the show.