Awareness, of most brands and products, is not going to lead to conversion. You may be aware of the new Kia but when it comes time to buy a new care Kia may not even be on your list for consideration. There is a disconnect between awareness and conversion.
Once again advertising creative people are patting themselves on the back for the spots they created for the Superbowl. [inlinetweet prefix=”” tweeter=”” suffix=”null”] It seems that ads that entertain us are more valuable than ads that sell[/inlinetweet]. Houston, we have a problem!
Awareness does not necessarily translate to sales unless you’re an iconic brand like Apple or Starbucks. [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]While everyone might love the Budweiser lost puppy ad how many people are actually going to become Budweiser customers because of those ads? [/inlinetweet]
Marketers are under a lot of pressure to produce results and ads that create high awareness, but when sales continue to slide despite high awareness there is a problem.
The “business” of marketing contains too much of advertisers and brand executives in luxury boxes congratulating each other and too little of thinking about the actual brand experience from awareness through purchase. [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Even intent to become a customer is not enough if your brand experience disappoints consumers.[/inlinetweet] Budweiser beer, in my opinion, is like making love in a canoe, fucking close to water, so I am not about to become a Bud customer because their spots made me smile.
[inlinetweet prefix=”null” tweeter=”null” suffix=”null”]We, as marketers, need to think about what marketing tactics actually lead to conversion more and less about spots that entertain us.[/inlinetweet]