How To Create Cut Through With Your Marketing
Connecting with today’s distracted audiences
If you’ve ever felt bombarded by ads, you’re not alone.
The average consumer in 2024 is exposed to between 4,000 and 10,000 brand messages every day, depending on their media habits.
So, it’s no surprise that consumers are tuning out the noise. This phenomenon, known as ‘ad fatigue’ or ‘banner blindness’, presents a significant challenge for modern marketers.
Ad fatigue
You may have heard the term ‘compassion fatigue’, which describes how repeated exposure to distressing news stories or disturbing content can desensitise viewers. Ad fatigue follows the same logic: consumers are so bombarded with adverts that their brains filter them out automatically, without paying attention to them or the messages they’re trying to convey. And when you consider the number of channels we’re regularly exposed to, with social media, streaming platforms, digital content, and targeted ads, it’s no wonder that brands are finding themselves drowned out.
Higher expectations
As this exposure increases, so too does consumer scepticism. People are more aware of advertising techniques and can be extremely sceptical and cynical about messages that don’t resonate with them on a personal level. Simply pushing more content in front of an audience is just feeding the problem and will eventually erode your audience's trust and your brand’s authenticity.
How to gain cut-through
As tempting as it may be to just shout louder than your competitors, brands need to focus on delivering creative that feels truly authentic and adds value to the viewer. Innovative thinking such as personalisation, interactive formats, and authentic storytelling can make the difference between being the 3,999 messages that go via the wayside, and the one advert that sticks in the mind of your customer.
What’s the solution?
In our latest guide, The Modern Marketing Playbook, we look in detail at this and other problems facing marketing teams who need to find ways to connect with consumers without blowing their already stretched budgets. Our handy guide gives you the best chance to succeed, with tips, tricks and industry-specific insights on how to gain cut-through, overcome the omni-channel complexity, and succeed against the digital efficiency paradox.
Lawrence Palmer and Jonathan Cox discuss the Modern Marketing Playbook.
To hear more about the Digital Efficiency Paradox, and further discussion on The Modern Marketing Playbook, watch back our LinkedIn Live fireside chatWebinar from Wednesday 29th January at 12.30pm, with our MD Lawrence Palmer, and Marketing Director Jonathan Cox.