In the last week your 50 year old Uncle just texted this to one of his mates LOL, WTF – the way we communicate is changing.
How are you reaching your target market?
What return on investment are you getting from your:
TV Ad
Billboard
Press Advertising
Radio Ad
Off-line column inches
Can you tell me the exact age of the person, what exact brand of soap they bought in their weekly shop, where they park their car at night. Get lost, it’s all bloody guess work. Nielson ratings were based on someone standing over a Billboard with a clicker in their hand, are you trying to tell me the analytical data I get from Facebook or the “Hearts” I get on Instagram are less believable?
Oh, so the reason you don’t want to change or invest in a new way of marketing, “it’s just for young people”. Right, so the biggest uptake in the last 6 months of Instagram users is female and 43.3 years old – the highest engaged person on Facebook happens to be between 46 – 63yr old… and you know what their habit is tough to break. They are creatures of habit, so once they’ve subscribed, Liked your page…
What about Banner Ads or hell, the champion of SEO / SEM people Google Adwords – click through rates are down 20% in the last 6 months. I’m not saying it’s broken, with so much traffic the ‘paid for’ results are just not as pertinent as the natural ones anymore.
So what’s the answer? Creativity and contextual storytelling – aside from the pictures of cute animals and celebrity, obviously.