Effective MarketingBy Tom Dougherty
Effective marketing: How to be noticed
Mars, the maker of so many products it could go toe to toe with giant P&G, conducted a study that found marketers have about two seconds to grab someone’s attention. If that’s true, then how can you develop effective marketing in that short time?
Before I answer that question, let’s take a step back. Many marketers will attempt this in several ways. They may start with a catchy tune or image. Some start with some sort of deal. Others believe a strange spokesperson does the trick. (Insurance anyone?)
As you can tell, effective marketing remains out of reach for most. Because those are just tactics. Representing the same approaches marketers have been employing for decades. Then they wonder why market share doesn’t change.
But let’s step back even further. How does the target audience decide (consciously or not) what to notice? Basically, any marketing effort tries to attract those who are likely to choose. That is, if you’ve been thinking about changing phone providers, you are more likely to notice any phone advertising.
It goes deeper than that, though. You immediately notice what reflects you. Not just your current situation. Unfortunately, the reason for so little effective marketing is that most stop at that situation. Many marketers believe that just by advertising they can reach that audience.
“That’s because to really develop effective marketing you must reflect the audience. Humans are self-centered creatures. We care mostly about ourselves. If your marketing doesn’t include that self-reflection, then you won’t be noticed no matter what you do.”
Effective marketing must reflect the customer
But that approach doesn’t create preference. It doesn’t even get you into the considered set. Because as much as we all backfill our reasons for choice with rational points, we really choose for emotional ones. So we are looking for the emotional signposts.
That’s how we instinctively filter out the thousands of messages we see each day.
Think about this. If you were driving down a highway, and you saw a billboard with YOUR picture on it, you’d notice. (So much so you’d probably drive straight off the road.)
That’s because to really develop effective marketing you must reflect the audience. Humans are self-centered creatures. We care mostly about ourselves. If your marketing doesn’t include that self-reflection, then you won’t be noticed no matter what you do.
Live inside the customer. That’s how you get noticed. Even in two seconds.
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