How to Avoid Drowning in a Sea of Ads

The over-abundance of advertising is now commonplace and you’re being inundated with holiday promotions. This shift is causing marketers to adapt a “more is more” approach. Ads can now be seen almost everywhere and on almost everything. Traditionally, ads were featured in newspapers and magazines, but due to decreasing reliability of those mediums and movement into the digital age, advertisers are now trying to reach people everywhere. Because of this, consumers are tuning out and ignoring traditional ads.

Impact on consumers

Half of people view advertising as out of control and the average person views 5,000 ads per day. Because of this infiltration, people are experiencing sensory overload. These feelings may be a result of more than just traditional advertising. This intrusion is further enhanced by the large quantities of e-mail messages and product placements people experience on a daily basis. Even something as benign as a music video has begun looking like a commercial. Established mediums like billboards have been reinvented to become digital screens, and advertisers are trying to determine which is the best medium.

What does this mean for marketers?

For this reason, ad-makers must find new ways to grab consumers’ attention. One method is to create an ad that also provides a service. Many brands like Amazon and Target have developed apps for people to use on their smartphones. Having an app allows you to further connect with your consumers and their increasingly “on-the-go” lifestyle. Apps should be useful, helpful, or have entertaining value to potential customers. Using these services allows brands to get close with customers. Starbucks has an iPhone app that lets people pay using their Starbucks card and track rewards. Among other things, patrons can also explore the menu and nutritional information, and use geo-location services to find a Starbucks nearest them.

Some brands have also begun writing blog posts to offer advice to their consumers. Kelloggs has a team of bloggers; they are moms who write about their lives and families. By doing this, they are hoping to learn more about their consumers and what they expect from the Kelloggs brand.

Another way of grabbing viewers’ attention is through community outreach. The brand Glad has begun using a flash-mob-style team of “Trash Crashers” who garner attention and fun while promoting the use of their products. The integration of social media, video, and texting allows marketers to do all of these things.

Long story short, consumers don’t want to be sold to. By creating a personal connection, you can keep the consumer engaged for a longer period of time. When consumers have a positive interaction with a brand or ad, they will have more loyalty towards it. Just because you use social media or write a blog, doesn’t mean viewers will flock to your site. It is essential to observe your clients and develop an effective campaign that is beneficial to both you and your audience.

Sources: Attention-Deficit Advertising | Anywhere the Eye can See, It’s Likely to See an Ad