A look at brand awareness
And how it compares to the last couple decades
Somebody asked me the other day if I thought it was easier to connect with consumers today than it was back in the 90s.
We have instant access to millions of people via Email, LinkedIn, Facebook, and Twitter so one COULD assume that it is indeed easier, but I would disagree.
In the 90s’ and early 2000s if you were co-signed by a gatekeeper(s), featured in a local/national newspapers or trade magazine you were more than on your way.
Once the Internet really came into its own it blew that entire paradigm into smithereens. We went to having a limited number of options to being flooded with them. The lower barrier to entry has made it easier for both legitimate and poser brands to have a voice.
It doesn’t matter if you’re an apartment community, Realtor, blogger, or an eCommerce company, your market is saturated with “me too” voices who are fighting for your target audience’s attention.
Although I believe it’s harder for brands to be heard today, I think it’s a good thing for the marketplace. The Internet has leveled the playing field between provider and consumer, and forces brands to step their game up and be a better resource to their customers.
Having one-way conversations with YOUR wants & needs at the center instead of having a dialogue based around your AUDIENCE’S wants/needs is going to lead to two things…
- Will lead to you getting ignored.
- Lead to low conversion rates
- and ultimately you wasting a lot of money on sales and marketing tactics that just don’t connect very often.
One way conversations
“Buy my widget!”
“Let me do your taxes”
“Come to my coffee shop”
“Based on what you’ve told me let me recommend my widget because of XYZ.”
“We specialize in doing the taxes for individuals/entities in X industry/circumstance”
“What are you looking for in a coffee shop?”
What are your thoughts?
Let us know in the comment section.