New Discussion: Gaining and Loosing!

Gaining While Loosing 01

As I look at the marketing and advertising efforts I am stuck by an interesting phenomenon. Now a days we can reach larger target markets faster – and with more accuracy. Yet, for some reason, marketing, advertising, and promotional materials seem to have less and less clarity. If the name of the game is to entice and persuade then there is something radically wrong with today’s efforts.

Getting something to the market quickly should not mean confusing the intended viewer with complicated text and visuals. Even though technology has allowed us a greater and faster reach – the intended viewer has not changed that much over the last few generations. A person still needs to have things presented in the easiest was possible in order to understand what the message is all about. If you jam ten or twenty ads into a space that used to carry one ad – you will not get ten or twenty times the sales. If you cram visuals into an ad too fast (and too many) for the viewer to take in – and to think about, then you are not doing a service to your client. Confusing your intended audience is just not smart marketing.

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About Nate Marks

We live and work in a world of visual images.
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One Response to New Discussion: Gaining and Loosing!

  1. Much of this is both true and disturbing, particularly to communications professionals who have practiced design and marketing disciplines over 20 or more years. One statement, though, just doesn’t hold: “the intended viewer has not changed that much over the last few generations.”
    People born after 1980 have spent their entire adolescent and adult lives in a society, culture and family environment which has been radically changed by technology.

    They spend every waking moment playing their own soundtracks directly into their ears with first Walkman and now iPod players (totally oblivious to the people and events around them.) They communicate with each other constantly over mobile cellphones and smartphones (count the people you see in the supermarket on their cell, asking someone which can of beans to buy.) They have hundreds of TV stations and movies available via cable and satellite to constantly entertain them (without any physical or mental effort.)

    They live 24/7 in a raging torrent of high-intensity, high-speed communication and stimulation. That’s how the world has been for them all their lives. They are quite comfortable with high-speed sequences of flash cuts, simplistic slogans, and stories that are all action and no plot or meaning. They don’t read. Their world is all audio and graphic.

    Which definitely makes your point: A graphic better be worth 1000 words. Simple, clear and instantly absorbed. Because that’s all the time and effort they will give you.

    Back about 30 years, Marshall McLuan, the Canadian media guru, wrote, “(soon) people will only be able to read two words… on and off.” Like it or not, we’re almost there.

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