The current shotgun approach to marketing and communications needs to evolve.
In my opinion, the vagueness of current mainstream marketing media is driven by a Fear Of Missing Out (FOMO) and so they are now just competing with each other to see who’s ad can be bigger, brighter and have more tech or special CGI effects – but have completely forgotten the customer.
If you took all the similar product adverts (cars / phones / mobile networks etc) on TV right now and took out the branding – they would all be basically the same.
Trying to be cool, forgotten about being relevant.
Where in the adverts are the actual people they want to talk to?
With the ever widening variety of similar products from cars to mobile phones, jewellery to clothing, computers to home theatre, the range of product choices for the consumer is growing exponentially.
With all that choice, how does one actually choose?
Think of your own experience in final choice when faced with so many options.
Yes, you researched the net and saw the specs of each option.
But your main influence around the decision was NOT the marketing and branding , but the influence of your closest personal network’s opinions.
After that, were reviews and feedback from web or social media.
The recommendations of others (even if we don’t know them) held more influence in the decision than any other single aspect.
Considering the billions in currency spent worldwide on branding , marketing and communication – it’s tough to think that only HALF that spend has potentially any influence.