The published study from Pure360 in the United Kingdom titled, "Confessions of a Shopping Nation" tells us that three-quarters of UK consumers actively ignore all types of marketing messages and 59% feel overwhelmed by the sheer amount of marketing information.
Those are pretty big numbers. But, it gets worse. The study also found the vast majority of consumers, 64%, said that social media and the Internet in general have very little influence on their purchasing decisions.
What's going on?
Noise because most companies have really no idea on how to connect with consumers. We see it everyday. Each Tweet or each Facebook Post has a "sales message" attached to it. There is very little creativity in the message. Zero ability to understand organic marketing. It's all...noise.
At the end of the day it is no surprise, to us, that consumers are tuning you out. They don't want to be force fed...noise. They want a brand they can trust, real people they can communicate with. They want a product or service that isn't shouting but...helping.
How do you do that? Three suggestions:
- Stop Selling - Start Engaging: If over 20% of your social media posts are about selling something you are creating noise. Stop it...today. Tell the back-story of your business. Share interesting images, video and stay light;
- Share Information: If consumers are seeking information about a wide range of products and services become a voice of assistance and not a carnival barker. Move your blog to one of helping folks better understand your area of expertise;
- Do It Well: Just because you know everything about "Self-Weasel-Winding Torque Inducers" does not mean that you know how to market them. Get some help for crying out loud. Marketing/Advertising companies do this every day.
There are dozens of ways to connect with consumers but noise is not one of them.
Insight Advertising, Marketing & Communications is a full service advertising agency based in the Des Moines Metro and the fuel that powers Insight on Business, The News Hour. Our Twitter Handle is @InsightADV and our Facebook Page is right here.
Thanks for reading!