Two cultures clash
For one and a half century Advertising and Communication have been calling out to the Consumer, interrupting them in their activities, disturbing them, when in the majority of the cases, it is little or none of their concern; it is “the Marketing of interruption”.
This obsession of Advertising to always want to speak to a larger number of people, “to pass in force”, imposing strong repetition of message, is quite simply contrary to the expectations of human beings who want companies to be interested in them, to speak to them about things they relate to, to leave them the initiative of the meeting with brands.
Today the « Marketing of interruption » leaves room to the « Marketing of permission ».
In 20 years, Advertising media, which accounted for 80% of the communication market share, decreased to less than 40%; the phenomenon is accentuating, traditional Advertising saturates, and the consumer as well.
Is it declining? Probably, because it does not correspond any current market expectations any more, after having adopted the industrial revolution and its Marketing of offer, the “30 glorieuses” and their Marketing of demand, Advertising does not respond to the demand of personalization and community of the consumers.
If you are a very wealthy company, if your products are addressed indistinctly to a great number of people, don’t change a thing, you waste 50 to 70% of your investments, but you always have, for a certain or uncertain time, a Return On Investment.
In all the other cases, choose the “BUZZ Attitude”, because if you walk in giants’ steps, you will always remain dwarves.
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