• Gary LaPage

Consumers Are Not Elusive

I keep reading, that with today's fragmented media landscape, the consumer is getting harder and harder to reach. That because they have so many devices, are multi-tasking and seem to be advertising resistant, getting messages to them is a challenge. I think it's quite the opposite. A fragmented media landscape is actually a more targeted opportunity to deliver a message ... a greater number of devices gives us a greater number of avenues to start a conversation, and let's face it, consumers have always been busy it's just a different kind of busy today. The last argument is my favorite, consumers are not advertising resistant, they are bad advertising resistant. Delivering the right message at the right time is the key to staying out of the "bad advertising" side of the equation. Don't shout messages at your consumer, start a conversation with them. To do this, you have to know your consumer first. Find out what they like and what they don't like. What they need and what they don't need. Any productive conversation starts with a purpose and advertising shouldn't be any different. If you find the common ground with your consumer and start there, they will be more receptive to your message. Consumers are not elusive, they are smarter and in control. This is a good thing, because when you take the time to find the right way to connect with them, they will be open to hearing from you, and hopefully engaging in a meaningful conversation.


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