We are exposed to thousands of marketing messages a day. Only because I am a digital marketing student, do I realise how bombarded we are with companies trying to sell us their products.
Ron Marshall from Red Crow Marketing Inc. explains that Americans are exposed to about between 4000 – 10 000 advertising messages a day. These messages come in the form of commercials on TV, print ads in magazines and newpapers, Brand labels, Facebook Ads, Google Ads, in-game advertising, just to name a few. All these marketing messages are designed by the AIDA principle – Attention, Interest, Desire, Action.
NOW WHAT IS THE AIDA PRINCIPLE?
Businesses create marketing messages in order to attract the customer’s attention, create interest for the product or service being advertised in the minds of the consumer, create desire for the product or service and then lead the consumer into action which refers to buying or purchasing.
But because we are constantly bombarded with marketing messages, our brains only process a maximum of 100 marketing messages a day! Imagine… Companies spend thousands of rands on an advertising campaign that you don’t even see.
Marketing is however the only way in which companies or organisations expose their business to customers and potential clients. Businesses must nevertheless try to move away from traditional marketing and towards the new rules of marketing.
Businesses must give customers the choice to whether they want to see their marketing messages or not.
For example, when you are watching 7de Laan and there is an advertisement that plays on the TV, you don’t have a choice but to now sit and watch the advertisement, that is only if you don’t get up of course or change the channel (like so many of us actually do).
Or for example when you are in the car, how many of you switch stations when they play the advertisements? That is because you don’t want to listen to the advertisements but want to listen to the music instead. That is also a way in which businesses don’t give consumers the choice to listen to their advertisements or not. Imagine: you are sitting in the car, you have switched through five different radio stations and still there is no music, what do you then listen to? The advertisement on the radio? I thought so, but we did not have a choice.