• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Advertising is not working as well as it used to. Is the answer mobile phones?

Let’s face it, advertising is not working as well as it used to. Much of the blame for this falls squarely on advertising agencies (who think entertainment is the highest form of communications) and advertisers (who encourage the squandering of dollars because they encourage gratuitous entertainment).

But, some of the failure is due to the changing consumer and their ability to tune-out or at least subjectively “tune-in.”

In an attempt to fix this problem, more and more advertising dollars are chasing the electronic and mobile media. Rather than looking at the form and content of their own advertising, it is much easier to poke around in new media opportunities. Or is it?iphone

Well in a report today on Reuters, it looks as though many advertisers are seeing smart phones and social networks as their new Rosetta Stone.

But in a recent study we conducted, these are not so much opportunities as they are diversions. (See our just published study on US consumer attitudes here).

For example, 77.8% of the US population has not clicked on an Internet pop-up or banner ad in the last year.  Most don’t even notice them. And while advertisers are seeing new opportunities in social networks, only 19.2% of the US population joined a social network last year. And, out of that small group, how many of them noticed or clicked on the advertising?

It is time to rethink the traditional route and make the messages more important and more memorable.

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