This isn’t new news, but it’s startling nonetheless. People don’t read advertising. They don’t even like it. But they will pay attention to something that interests them.
Okay, no duh, you’re saying. But do you have a sense of how powerful this sentiment is? Let me fill you in. This is from a Yankelovich survey (www.yankelovich.com)
Between 50 and 60 percent of consumers
• feel that most advertising and marketing has very little to do with them
• are concerned with the practices and motives of advertisers and marketers
• feel that advertisers and marketers don’t treat consumers with respect
• are interested in products and services that allow them to skip or block advertisements
• think there should be limitations and regulations placed on advertising
So what can we do as marketers? We can rise to the challenge and talk with consumers in a way that’s relevant, informative and respectful. And how do we do that? We have to know them first. We have to ask them. Watch them. Figure them out. We have to quit only thinking about making the sale and think instead about making the connection.
And since women control around 80 percent of all consumer purchases, that seems like a good place to start.
What will you start doing differently today to connect with your consumers?