Is advertising as we know it really dead? The answer rests on the shoulders of people who buy our brands and recommend them to others — not with advertisers, marketers or consultants. After conducting an exhaustive study, Rick Milenthal, CEO of Engauge, discovered that “consumers have become experts in ignoring and rejecting messages. They can instantly recognize messages that are irrelevant or ill-timed. Consumers aren’t simply tuning us out; they just want us to tune them in.”Put it this way: when we (as consumers) spend time with the media, we do it with a purpose, goal or need that drives our behavior — and as we do so, we enter different modes, or mind-sets, that drive our choices, actions and receptivity to marketing messages. The six modes identified:
- ENTERTAINMENT. Consumers want to be entertained. In this mode they are on a mission to be amused. Television, radio, some print and online movies, games and entertainment are the obvious media choices.
- INFORMATION. Information-seekers are looking for knowledge to help them make decisions. This mode has also been around for a long time, but now consumers are searching for information online.
- DISCOVERY. When consumers look for something new — whether it’s an exotic vacation spot, a dessert recipe, or a new car–they’re in Discovery mode. They do this because they want to expand their minds.
- CONNECTING. This mode is all about building relationships. Consumers want to stay in touch with friends and family through email, social-networking sites, text messaging and online gaming.
- SHARING. Similar to connecting, sharing mode is a way to create common ground. Video-and image-sharing sites invite millions of people to swap their experiences.
- EXPRESSING. This mode refers to conveying an individual point of view. This is essential because almost anyone can become a valued resource by posting a blow, vlog or podcast.
Source: Advertising Age, NOISE
Reported by: Kimberley Parker
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