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Consumers and corporate buyers, product users and brand enthusiasts even brand advocates became more and more advertising resistant. Not only ignore but actively prevent advertising.
An average American adult is facing more than 4,000 branding messages every day. Even if we offer $1,000,000 to a person who can remember only 1% of a one month doses - wouldn’t be able to remember.
Advertising is filtered out in our brains like the noise of the train if we life near a train station or the smell of garlic if we life in Gilroy, the garlic capitol of the world. We live in “Advertising Gilroy”.
More importantly: How can we still believe that we ATTRACT new business and new customers, when at the same time we spam and pump them full of ads they don’t want? Advertising became counter productive.
Advertisers “discovered” the social media world and began to bombard this virgin space with disappointing advertising. The click through went from 1:1,000 to less than 1:10,000,000 in just 2 years.
Businesses ONLY continue advertising due to lack of alternatives! Are we really unable to create a better business experience for our customers, prospects and partners that is attractive and inspiring?
Companies who find new ways to engage with their market won’t advertise that they do so - but those who don’t won’t be seen in 10 years from now.
Most publishers didn’t focus on content that people are willing to pay for but on advertising readers are willing to stop their subscriptions for. It’s not the Internet that is killing publishers it’s their business model.
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