The recent news that Google Chrome is looking to allow web users to automatically mute the sound on all web video ads is the latest activity to free consumers from receiving ad messages as they mine through political insights, sports gossip and pop culture. Sure, the visual remains. But let’s face it: When you cut the sound, you cut the impact.
Marketers have long tried to understand the impact of contests and sweepstakes as marketing and promotional tactics, looking to measure not only whether consumers will participate but whether they will follow the activity surrounding them and make the connection with the sponsoring brand.
I can’t tell you how many times I hear personality product endorsements on the radio and ask myself, why I should believe them? Now, that kind of a statement may sound strange coming from someone with a company that specializes in leveraging the strength of local radio personalities to deliver “personal” brand messages. But hear me out.
In a world of overwhelming options for your media dollars, it can seem daunting to find the right mix: brand awareness vehicles, experiential opportunities, social and digital integration, retail initiatives—all focused on achieving a number of brand objectives.
“We are creating content faster than we can measure the quality control of it.”
The idea of communicating with content (rather than pushing hard product benefits) to advance your brand has become a marketing tsunami, bowling over every conceivable prospect in range. It makes so much sense that it has become a favored sales tool and everybody has tried it.
“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.” —Bill Bernbach, CEO of Doyle Dane Bernbach (DDB)