Back in the day, the
primary goal of advertisers was to raise awareness for their brands. In recent
years, the focus of advertising has shifted to engagement, but it may be
beneficial for brands to go old-school and once again drive awareness.
Now that consumers are engaging
with various media all day every day, it can be hard for advertisers to break
through the clutter and be noticed. In Adweek, Brian Sheehan makes the argument
that advertising is no longer about persuading consumers but rather about being
remembered.
Oftentimes it is the
most innovative brands that receive the most attention. Advertising becomes
similar to publicity for disruptive brands such as Tesla Motors, “the most
valuable car company in the world despite being one of the smallest in sales
volume.” T-Mobile also cultivates awareness with near constant innovation,
making it “one of the hardest brands to compete with in the telecom world.”
Driving awareness from
the bottom up has also been a successful strategy for companies such as Blue Apron
and Glossier. These brands have demonstrated that they understand what
consumers share and recommend to each other.
Considering the current
cluttered advertising landscape, it would be wise for advertisers to make
awareness their primary objective again rather than engagement.
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