The way brands and customers interact has changed, forever.
We now live in a media economy.
Each of us consumes more media than any previous generation - and it’s not even close. We're constantly barraged with messages. Videos. Articles. Tweets.
We read, watch, and interact all day long.
As a result, the types of messages that resonate, and cause us to take action have changed. Traditional “hard sell” advertising messages no longer work. It’s noisy, and gaining mindshare is harder than ever.
As a result, the way people buy has changed for good.
We’re experiencing a shift from a barrage of advertising to one of education & entertainment.
We no longer want to do business with the faceless corporations that bombard us with cheesy depictions of smiling actors using their products and in-your-face, sleazy sales promotions.
Instead, the modern consumer has different expectations:
We expect to be guided in our decision-making process, not told what to do.
We expect personalized experiences, not a “one-size-fits-all” solution.
We expect brand messages to be story-driven and memorable.
We expect to find solutions when we want them, not have them forced down our throats.
Authenticity, connection, respect, and helping customers get exactly what they want, right when they want it are the hallmarks of a winning brand.
The data is clear - customers are tuning out the traditional ways we’ve reached them: