90% of ads fail because even the audience's "hard shell of attention" has not been pierced!
The source of the article is . . Ad marketing picks
Marketing is getting harder and harder.
This barrier is called the "hard shell of attention".
What does the quick knife think:
90% of ads are invalid,
Because they don't even penetrate the "hard shell of attention"!
Penetrating the audience's attention shell is the first thing every marketer has to do.
How many ad messages does a person touch on average a day?
This is the question many information exchange experts try to answer, the answer to the guess can be as many as 5000, converted into a film equivalent to 5-6 movies.
And let your 15-second ad message jump out of the "5 ad movies" every day, be seen by consumers, and remember, it's really competitive and challenging.
How can brands make consumers "see" ads?
1. Borrow a medium with strong touch.
There are thousands of media, but very few people can really get into the minds of their audiences.
Therefore, brands should never look at their advertising expenses from an internal perspective. Ten million is small money, 100 million is small money. Media resources are never enough, audience attention is always scarce, "attention hard shell" always waiting for the brand to pierce.
Since the media is not finished, advertising marketing should avoid sprinkling pepper-faced wide investment, mustFocus on some high-quality media, core media, focus delivery, saturation attacks, puncture the audience "focus hard shell"。
Like the brand's attention to elevator advertising, that isAn effective medium that pierces the "hard shell of attention". Ladder rookies who have risen strongly in recent yearsTrendy media, effectively cut in the family life in the high frequency, must pass, fixed community elevator scene, to achieve accurate and effective advertising access, while elevator television this form of sound and painting combined, obviously more able to attract the audience to actively pay attention to, double effect, break the audience "attention hard shell."
2. Attractive content.
But with a powerful medium, that doesn't mean the rest can go unchesed. High-quality, attractive content, can make the dissemination faster, for marketing to save a lot of money.
So what kind of ads are effective in attracting attention?
Consumer attention is the source of commercial communication. Only.Puncture the audience "attention hard shell", brand marketing effect can be good. Products sold home, advertising trendy! As a community media platform focusing on family consumption, the trendy media occupies the community elevator scene, which is a high-quality choice to help the brand effectively attract the attention of the audience and enhance the brand's strength.
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