Eyeballs. Something all marketers strive for. Not a will to have two of our own, which is a given. The will is a given, not having two eyeballs. No, we want other people’s eyeballs to look at the stuff we create, whether that be for businesses we work within, or those we serve as clients. Once the attention of said eyeballs is captured, we of course then hope an action is taken. Sounds simple? Nah, it’s never been more complex.
How many ads have you seen today?
According to Dave Trott, the average UK citizen is subjected to over 1000 ads in a day. We can’t escape them, we see them when we’re online, we see them when we walk down the street, we hear them on the radio and podcasts and some people even still see them on TV. How many of those do we act on? Trying to find related stats is a nightmare. I’d wager that the average person acts on less than 5% of the advertising they’re subjected to. In their lives. It’s rare that something truly grabs our attention.
It’s not just ads
I read recently in the Content Code that people in the USA are consuming an average of 15.5 hours of media per day. That’s not just online of course, but regardless of the form of that media, it’s a scary figure. When do people sleep? Us humans are being bombarded with advertising and endless content. It’s noisy out there. Cutting through that noise has never been tougher.
Think about the routes to those eyeballs
When you take a step back and look at your options as a marketer, it’s ok to feel a little bit overwhelmed. Take social media for example. You can get to people organically with some clever content and persistence, but you really need to be employing paid tactics to make a real impact these days (more on that in this deck). What ad units should we be using? How are we segmenting our targeting? Are we building custom audiences in Facebook? That’s two areas within one channel (social) we need to consider. Social won’t be at its most effective with content. Blog posts, infographics, video, podcasts… you get the picture. Content just doesn’t just have a big bearing on social media, but is often the centre point of everything marketing related.
Throw in PR, outreach, SEO, old-school PPC, outdoor, print and you may start to feel a little dizzy. There’s a lot of noise for us marketers to cut through in order to start attracting the eyeballs of our target audiences. More options isn’t always a good thing.
What’s the solution?
It’s not going to get any easier. Even in social media we’re getting more and more options tempting us – Instagram opening up ads to all is a prime example of this. We should be embracing the plethora of options, but that’s easier said than done. There’s two things I think we need to do:
Keep it simple
Don’t try and be everywhere at once. Budgets get stretched, impact gets reduced and nobody ends up happy. Try to connect some of the areas of marketing in a simplistic, sensible manner that has the target in mind.
Social ad > superb piece of content with clear CTAs > measure site response and ad metrics > learn > iterate > win!
When you’ve really nailed down a successful approach, then you can feel comfortable with incorporating other areas of marketing into the mix, or extending your use of a specific area. Build it up slowly and based on wins. Sounds so obvious, but I’m not sure that attitude is always taken.
A key role for any marketer, whether they be ‘client-side’ or working in agency is to educate those around them into the best approach and practice for marketing. I’ve seen the scenario a lot over the years when someone is very keen to try and cover all of the marketing bases. It’s almost like they feel pressure to be present. If you can help people to take a step back and see the sense in slimming things down, your value is going to increase for sure. The approach that is then formed due to that clarity and education will then most likely further increase your value. Nice.
How do you cut through the marketing noise? Ever feel the marketing panic?
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