Buying a customer’s time demands more
Depending on whom you believe, consumers (that’s you and me) are exposed to around 3,000 marketing messages a day. Or 5,000. Or 7,000. You get the point.
A simple test
Think about every brand message you’ve seen, heard, touched, tasted or even sniffed today.
“The answer is a 60 second TV commercial. Now, what is the question?”
My, how times have changed since myopic Creative Directors kicked off briefings with these immortal words.
These were heady, innocent days, long before anyone in Agencyland had heard of credit crunches, the internet or Procurement Departments. When ‘social’ meant ‘outgoing’ and a ‘tablet’ was something you were offered in the loos at awards ceremonies. (Rennie, anyone?)
Nowadays, clients are understandably demanding a lot more ‘bang for their buck’. So what impact does the pursuit of ROI really have on contemporary creativity?
I once knew a man (whose name I will withhold) who had a ridiculously exaggerated nervous tick. Poor chap.
He also had an encyclopaedic knowledge of psychological ailments and their causes. His particular interest was hyperstimulation among children and how technology negatively affects their brains through its constant interruptive nature. He referred to it as ‘digital dementia’.
His deep knowledge and passion for his subject gave him an almost unquestionable air of authority. On deeper reflection, however, it was his ‘certainty’ of his position delivered with his nervous tick that added an almost impenetrable veneer of credibility.
I now recognise this to be a cognitive bias called the ‘illusory correlation’. One can inaccurately perceive a relationship between two unrelated events – in this case his knowledge of ‘psychological ailments’ and his unfortunate tick.
There are more opportunities today than ever before for dialogue, interaction and engagement between brands and consumers during the marketing and sales process. Because of this, the funnel, as we know it, doesn’t adequately reflect the way customers are engaging.
We come to work to create relevant magic for our clients’ consumers. And although, of course, that magic is born out of great insight and a creative idea that resonates, it is generally enabled by technology.
Do you remember the first time you saw a piece of technology and thought ‘Wow, that’s magic!’? Perhaps it was the first time you saw an iPod. Or Google Earth. Or a 3D printer. Of course, all of those things are slightly less magical now – the first two are commonplace in our lives and the third soon will be. We know how they work and that makes them less magical than they once were.