With more marketing channels available today than ever before, you’d think getting your message out to prospective buyers would be a breeze. Not so, says Struan Abernethy, CEO of REACH. He says there’s too much clutter in advertising and it’s only on the rise. “It’s tough to get in front of the right people, and then get them to care, to pay attention, let alone buy. Especially given the average consumer gets confronted with around 4,000 advertising messages each day.
“We joke at REACH about the digital ‘scrolling zombies’, too many brands, too many messages and these are becoming our modern-day consumers.” Academic studies show an increase in consumer apathy and encourage businesses to think hard about where to put their marketing messages. “We paid a lot of attention to…
