According to consumer research firm Yankelovich, a person living in a city gets exposed to up to 5,000 advertisements a day (just a 'tad' more than in JW's day). People have no way of processing that volume of input. Thus we've all been trained to tune them out. True, every once in a while one sneaks through to grab our attention. But think about your day so far, how many can you recall? How much waste does that translate to?
As it has for all consumers, traditional advertising has especially lost its impact with mothers. Even if a mom notices an ad, she's likely also busy doing something else as well. As a result, she gives the ad only limited attention. Moms are also skeptical about what the ad says. In fact, Yankelovich states that the percentage of people who believe that companies don't tell the truth in advertising has reached a high of more than 75%. Yikes!
It's time to cut that advertising budget and replace it with an engagement budget that serves the needs of mothers and builds relationships.
About The Author
Kevin Burke founded Lucid Marketing to help brand marketers create and implement marketing programs that connect with moms and MomsWhoBlog, a news journal about mothers active in social media. Through these endeavors, Kevin has worked with Disney, AOL, eHarmony, Boiron and others to build millions of lasting relationships with their customers. He has spoken at the Marketing to Moms Conference, Parent Publishers of America, KidScreen Summit, Word of Mouth Marketing Association, Association of Interactive Marketers, Association of National Advertisers, Association of Advertising Agencies, and Couture Jewelry Collection. Follow him on Twitter @kb33.