Creating awareness and attention means nothing in a world where loyalty and relevant meaning is the currency.
Of course the world is more nuanced than this, and strongly category dependent, but getting someones attention is extremely expensive if you don’t use it to create recurrence. In 2009 you want to spend less money to earn more money and the best opportunity you have to do this is to create loyal, returning customers.
Graham Brown’s 50 Youth Marketing Trends slideshows, which is filled with a range of brilliant thoughts, brings attention to the weakness of the campaign methodology in advertising. Because investing in someones attention for a limited time span is futile when they will forget about the brand almost the instance that the advertising disappears.
The advertising campaign model is constructed around the cost of media placement, not the usefulness or logic of marketing
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. And by that it has become an awareness and anticipation model, not a loyalty model.
Which to some degree is fine for brands using display advertising to create traffic and attention to stores or products that build the loyalty for them, but are we seeing the full potential in advertising if we do this? And is this the best advertising model for every category?
The solution is aiming to become a part of the customers values, help them say something about themselves that give them the identity and ads to their unique and personal brand.
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