Have you ever stopped to watch people drive in town / the burbs? How many are so clearly looking at their phone? At least half – what do you think the returns are on billboard impressions nowadays?
Seriously, when was the last time you clicked on a website banner Ad? No, but I tell you what, you nearly always get suckered into the Daily Mail column of trash down the right hand side of their articles… you know why? The images draw you in specific to your interests and you click when the copy asks or answers an intriguing question.
How many screens are on when you’re watching TV? I’m guessing phone and either a laptop or iPad. Or maybe the only programmes you watch are recorded? The point is, TV advertising… nice but is it really bringing the returns? Cinema however… and commercial radio they have their place – to a point.
Email marketing – who among you has unsubscribed to Groupon, Better Deals etc? It was great up until almost the end of 2010; that model has had its day.
Maybe you’ve been to a restaurant and watched a couple looking at their mobile phones instead of speaking and you’ve thought – “hell that’s sad”. I’m not saying it’s good (actually I think it’s rude). The point is – this is the way the world is evolving.
So how are you marketing in 2013 / 2014?
My opinion is: Tell a story, make it contextual, appropriate to the platform, give away lots of beneficial information before even considering asking for the sell – you need to earn your customers trust and know their likes/dislikes and why they love you…
Have I given away enough yet…?
Oh yes… Google Adwords; Google for the first time has a recorded decrease in click-throughs. What’s your strategy going to be now?