Stop using content saturation as an excuse for not getting the job done
Marketers are challenged by content saturation on a daily basis, but these are weak excuses for not getting your job done writes Alex Louey, Appscore’s managing director.
Have you met technology’s version of the fidget spinner? It’s called Binky, and it’s an app that, like Seinfeld, is pretty much about nothing. It has all the form and functionality of a top-class social app. You can like, share, heart and comment until your thumbs fall off.
The difference is that none of it has any consequence whatsoever. It’s hugely popular and it’s killing our industry, not because of how good it is, but because of how lax we have become.
Binky: The perfect tool for typing into the void
Binky is not the only app taking consumer attention away from marketing campaigns. Marketing is facing somewhat of a technological backlash that is currently in its infancy.
“All this talk about consumer attention spans waning and new technology disrupting consumption patterns – it’s all just a big excuse for why agencies and brands are not getting the job done.”
So you’re willing to dismiss empirical evidence on behaviors yet you claim many marketing pros aren’t leveraging data correctly?
Maybe it isn’t content saturation that’s the problem or a lack of understanding of metrics but changing consumer behavior driven by a more mature awareness of how b.a.d addictive digital devices and distraction media are for our well-being. Considering the democratisation of publishing platforms happened about a decade ago people aren’t suddenly switching off because there’s too much content, it’s because there’s not much value in it to begin with.
“all you need to do now is learn how to read it properly”.
Spot on. Yet something the bulk of “traditional” agencies haven’t yet wrapped their heads around.
… and something that digital-only agencies are even worse at.
Hey ho. Look over there! It’s a really big number. That means we have to spend shit-loads of client money on it.
Consuming commercial messages has never been the end goal for consumers. It is just an intermediary that has historically been useful to buyers and sellers. If consumers can be better entertained and informed without it, they will very actively avoid it.
$1000 this was written by someone else at appscore and flogged as his own piece.