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I Need To Get Something Off My Chest. (Consumer Apathy)
In this episode, Mark Mathis talks about Facebook's launch of Horizon Workrooms, a virtual office using a virtual reality room that you design.
Featuring:
Mark Mathis
Mark Mathis is Chief Creative and Strategy Officer. Transcription:
Mark Mathis: Hey, this is the One-Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I was just thinking, I have something to get off my chest. Have you ever read an article that just made you mad? Maybe this blog has made you mad from time to time. I apologize for that.
Well, I had one of those experiences reading an article about consumer apathy and how it's changing healthcare advertising. The writer said that consumer apathy is something rarely talked about by advertising agencies because it is a tough subject. No, we're not. We talk about it all the time and it's really called relevancy.
Consumers aren't apathetic. They want connection. It is the reason advertising agencies spend so much time on brand platforms, audience segmentation, audience research, analytics, and targeting. The writer then made a correlation mistake saying that ad fatigue and the propensity to ignore advertisements occurs when they're not done well. Nope, not again. Ad fatigue happens with too much frequency and the tendency to ignore ads has to do with the message disconnect. I'm not going to pay attention to ads that do not pertain to me.
When I was in the new car mood, well, I was watching and clicking and researching about cars. Now that I have my new car, I'm no longer paying attention to the car ads. That is relevancy. It has nothing to do with the quality of the ads. The writer also implied that enjoying ads had something to do with effectiveness. The causation research is just not there.
Again, I may not enjoy car ads, but they're relevant to me when I'm in the market for cars. The word sale would get my attention as well, but I don't really enjoy car sales ads. I'd like to see causation research on the topic, not research on which ads people enjoy the most.
Marketing is becoming more and more of a science. Avoidance of ads and sales is nothing new. That's why messaging is so critical. And of course, solid research, testing and analytics are critical as well.
That is the One-Minute Marketer. My special thanks to audio engineer, Bill Klaproth.
Mark Mathis: If you like this marketing thinking and strategy, reach out to us at amperagemarketing.com. We will move your needle.
Mark Mathis: Hey, this is the One-Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I was just thinking, I have something to get off my chest. Have you ever read an article that just made you mad? Maybe this blog has made you mad from time to time. I apologize for that.
Well, I had one of those experiences reading an article about consumer apathy and how it's changing healthcare advertising. The writer said that consumer apathy is something rarely talked about by advertising agencies because it is a tough subject. No, we're not. We talk about it all the time and it's really called relevancy.
Consumers aren't apathetic. They want connection. It is the reason advertising agencies spend so much time on brand platforms, audience segmentation, audience research, analytics, and targeting. The writer then made a correlation mistake saying that ad fatigue and the propensity to ignore advertisements occurs when they're not done well. Nope, not again. Ad fatigue happens with too much frequency and the tendency to ignore ads has to do with the message disconnect. I'm not going to pay attention to ads that do not pertain to me.
When I was in the new car mood, well, I was watching and clicking and researching about cars. Now that I have my new car, I'm no longer paying attention to the car ads. That is relevancy. It has nothing to do with the quality of the ads. The writer also implied that enjoying ads had something to do with effectiveness. The causation research is just not there.
Again, I may not enjoy car ads, but they're relevant to me when I'm in the market for cars. The word sale would get my attention as well, but I don't really enjoy car sales ads. I'd like to see causation research on the topic, not research on which ads people enjoy the most.
Marketing is becoming more and more of a science. Avoidance of ads and sales is nothing new. That's why messaging is so critical. And of course, solid research, testing and analytics are critical as well.
That is the One-Minute Marketer. My special thanks to audio engineer, Bill Klaproth.
Mark Mathis: If you like this marketing thinking and strategy, reach out to us at amperagemarketing.com. We will move your needle.