The economic shifts continue to disrupt old advertising models as people lose interest in editorialized media. Newspapers and other print media are struggling. Advertisers are looking for innovative ways to reach their audience. As such, the advertising model is shifting sending waves of changes rippling across every form of media. Much of these changes are being fueled by advancement of social media and the disruptive nature of innovation.
What is the Rate of Interest on Your Ad Campaign?
The cost of advertising has been historically justified by “small rates of return and engagement”. Anything over a 3% response rate was considered a home run and represents the rate of change in the interest of an audience regarding the message.
Social media has now installed a new dynamic to this old model of interest. The ability for the audience to respond through comments, tweets, feeds, opinions, and blogs results in the ability to identify the rate of change of the rate of change of interest that an audience has toward a brand message. Now advertisers need to learn what exchanges increase and decrease the “rate of interest”.
Are Conversations Ads?
Brands are news and news are brands. Every brand message shifts attention, attraction and an affinity to an audience or it doesn’t. The message can be amplified or damped depending on the response of the audience. The historic 3% interest rate can become 0 or it can become 30% very quickly; additionally, the response can be positive or negative – and there is nothing the brand manager can do about it once the message is released. Any attempt to amplify a good message or correct a bad message has an independent likelihood of making things worse or better. Just like any conversation with a teenager, traffic cop, or colleague, etc.
Everything is Connected in the Universe:
Bankers don’t care about money; they care about the rate of change of money. People don’t care about words, they care about the rate of change of words. Space Shuttle astronauts do not care where Hubble is; they care about the rate of change of where Hubble is relative to their position. People don’t care about your message; they care about the rate of change of your message relative to their position.
This is a Conversation.
The objective of the advertiser is therefore not where people are, but where they are going. The objective of the Brand is not what their message is, but where there message is going relative to the audience. The only way to increase the interest in your message is to be interesting. The only way to be interesting is to engage in conversation. This is where we learn what people are interested in. The only way to accomplish this is to listen before you speak.
Can the Canned Message
Conversation is a currency. It has a current value, a future value and the difference is the interest rate; literally and figuratively.
If the originator fails to come up with a unique and innovative response to their audience, your hard earned audience loses interest; literally and figuratively. Get it?
What say you?