How many ads have you seen today?
It’s hard to keep track, isn’t it? Because, in reality, ads are everywhere these days. Doesn’t matter if you’re online or not – it’s hard to go anywhere without running into an ad.
But how many ads have actually caught your attention today?
A lot of ads become white noise — easily ignored, quickly drowned out. We’ve become desensitized to the presence of ads in our everyday lives, so we don’t pay close attention. This presents an interesting problem for businesses: How do we get people’s attention?
Inbound Marketing Ideology
Some businesses attempt to capture attention through sheer volume — if you see or hear the same ad 20 times a day, it’s bound to get stuck in your head (we all have that one jingle that we’ll never, ever forget). Other organizations may rely on shock value, quippy slogans, or endorsements to get noticed.
These tactics do work, to an extent. But with so many businesses using the same approach, traditional marketing strategies all start to look the same.
A desensitized audience won’t always respond the way you want them to, especially when they’re accustomed to seeing the same recycled ploys. In order for them to feel any loyalty to a brand, they need to feel understood by the business.
Sound impossible? Perhaps not.
Inbound marketing has gained a lot of momentum over the past few years for this exact reason (HubSpot, anyone?). Compared to traditional marketing tactics, inbound marketing is far more sensitive to the consumer. That’s because inbound marketing relies heavily on buyer personas, consumer profiles, and personalized content. It invites customers into the experience of a business with the assurance that they will be understood. They will see content that they can relate to; they will receive offers that interest them; they will have a representative available to them whenever needed.
Inbound marketing shifts the emphasis back to the consumer. Since consumers want to feel in control of their experience, they respond to businesses that treat them as a priority. That’s why inbound marketing has grown so substantially. It’s hard to argue with tangible results. Human-friendly marketing tactics will yield better results on multiple fronts. It can maximize the impact of campaigns, create more conversions, improve customer retention, generate more leads, and increase referrals.
Sounds good, doesn’t it?
If you’d like to make your marketing a little more human, contact us for a consultation.