I can’t get no, I can’t get no satisfaction;
When I’m drivin‘ in my car
And that man comes on the radio
And he’s tellin‘ me more and more
About some useless information
Supposed to fire my imagination
Actually, today’s consumers CAN and ARE getting satisfaction with brands that let them down and interfere with their lives, yet some marketers just don’t understand the balance of power has shifted.
More and more American’s are cutting the cord and frankly advertisers have a lot to do with it. [inlinetweet prefix=”” tweeter=”” suffix=””] Time, is the new currency [/inlinetweet]and consumers don’t have the time for more “Flo” ads. If marketers interfere consumers when they are on/offline they are going to have to pay a hefty price as their marketing becomes more and more irrelevant.
As a result of this over messaging, over half (57%) of consumers are already taking steps to actively avoid companies including:
- Unfollowing brands on social channels (69%);
- Closing accounts and subscriptions because individuals don’t like the communications they are receiving (69%);
- Blocking numbers (59%);
- Opting out from the majority of company email communications (58%);
- Deleting apps because of push notifications (55%).
What really surprises me is that senior marketing people really believe that a high frequency is actually going to lead to more business when all it does is annoy the hell out of consumers. Of course, most marketers will spend a lot of time and money testing offline ads, but don’t apply the same level of scrutiny to online ads. My experience has been that online ads that are tested perform 50-150% better than online ads that are NOT tested.
[inlinetweet prefix=”” tweeter=”” suffix=””]We just don’t have the time to be interrupted anymore and it’s time for marketers acknowledge that.[/inlinetweet]