If a consumer were asked about the strategies that brands follow to connect with them, they would possibly be inclined by a question. Almost certainly the consumer pointed out that brands are trying to make their messages reach them however they are and that they opt for the repeat until boring strategy to position what they want to say. Or, in other words, consumers would point out that brands tend to be especially heavy and especially repetitive if they want to get their messages across.
In part, they are right. Brands have been using repeatedly in recent times (and not so recently) the strategy of choosing to reiterate the message over and over again as a tool to position what they want to say. The bottom line is South Korea Phone Number List that, given that there are more and more advertising messages, consumers find it increasingly difficult to hear the brand’s message, which forces them to be much more intense when launching it so that at least ever sneak in. On the other hand, it is expected that, although it is a background rumor, listening to something over and over again will make something remain in the consumer’s memory.
But is this a really successful strategy or are brands erring in their commitment to background noise and the constant repetition of their corporate messages? Consumers seem quite fed up with all this advertising boom and, above all, with finding advertising on all corners. In fact, you only have to see what is happening on the internet to understand it. Consumers do not stop complaining that there are too many ads (and some, like retargeting, too repetitive and ‘heavy’) and some have even started to take action by eliminating advertising via adblocker.
Not only consumer complaints invite us to think about this issue, but also experts suggest that brands should reflect on what they are doing and on what is the path to success in the new terrain in which they have to move . Have consumers already changed so much that mass advertising has stopped really working for them? Do brands have to be able to find a new way to position themselves and connect with potential customers? In the advertising strategy of tomorrow, brands could be forced to simply be more minimalist. As Coco Channel would say, less is more.
A minimalist strategy
Not only Channel thought of minimalism as the key to success. So do Forrester analysts. According to one of his forecasts, in 2017 the marketing strategy should move from strategies based on quantity to those focused on quality. That is, instead of launching a lot of ads because something will fall, brands will have to focus on better the experience, the quality and the relationship between the message and the receiver.
How will the future be?
Brands will have to switch to quality ads. Instead of doing massive campaigns, they will have to work to position fewer messages, but much better, which will, on the one hand, cause prices to rise and, on the other, demand that inventory be reduced. That is, instead of placing ads in every possible corner of the media, brands will demand less advertising space in the media, but of better quality.
Indirectly, the targeting and technology behind those ads will be improved, since with fewer opportunities it will be much more important to reach the consumer it touches.
Of course, in this new scenario, data will be vital. Analysts believe brands will have to improve the quality of the data they have (or make sure they have a lot of good data) to be able to deliver the ads they touch and who they touch.