Every brand wants to be seen. But let’s be honest, being seen is no longer enough.
Some research says we’re exposed to anywhere between 4,000 to 10,000 ads a day. Think about that. Every poster blurs past when you’re driving. Every article you read is punctuated with an ad. Even the shows and films you stream are peppered with subtle placements you barely notice.
So yes, media and marketing have done a great job getting products in front of us. But here’s the catch: sales in many categories are flatlining, sluggish at best. Why? What’s happening?
For years, marketers have leaned on awareness and reach as the yardstick of brand strength. Visibility has been the holy grail. But Visibility only tells you whether consumers know you exist. It doesn’t tell you if they care.
Read more in Marketing Magazine Asia.