Stop interrupting! Start making sense.


Not so long ago, consumers were hit with about a few hundred marketing messages a day, from the billboards along their morning commutes to the in-store promotions to the television commercials. But now with social media, mobile apps, surfing the ‘Net, and all the other modern marvels of technology, buyers are pummeled with about 3,000 advertising messages every day. The more advanced the media becomes, the more creative the advertisers.

So, how are you adjusting your marketing methods to meet this change?

Telemarketing? Well, two-thirds of Americans are registered on “Do Not Call’ so how do you reach them?

Television ads? The plethora of cable networks makes it harder and harder to stretch your dollars here. And 86 percent of viewers skip TV ads.

Direct mail? While I don’t think this medium is dead, you have to recognize that 44 percent of recipients don’t open it.

Email? There’s a four-letter word for the problem here: SPAM.

It’s time to shift your budget away from interruption spending and get into a dialogue with your customers. Integrate social media in an intelligent manner where you can garner a loyal following. Recognize that everything you do must be customer-centric because, let’s face it, in a global marketplace, you have to focus on keeping customers happy because they have so many other options.

Craig Davis, Chief Creative Officer of J. Walter Thompson—the fourth largest advertising agency on the planet—said, “We need to stop interrupting what people are interested in and be what people are interested in.”

Stop doing things “the way we’ve always done it” and be adventurous. That will make you interesting and get you noticed!

How are you coping with the changes in media and marketing? Please share your experiences!

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