Posted by bridget.randolph
In recent years there has been a necessary shift in the way businesses
advertise themselves to consumers, thanks to the increasingly common
information overload experienced by the average person.
In 1945, just after WWII, the annual total ad spend in the United States was
about $2.8 billion (that's around $36.8 million before the adjustment for
inflation). In 2013, it was around $140 billion.
Don't forget that this is just paid media advertising; it doesn't include the
many types of earned coverage like search, social, email, supermarket
displays, direct mail and so on. Alongside the growth in media spends is a
growth in the sheer volume of products available, which is made possible by
increasingly sophisticated technologies for sales, inventory, delivery and so
What does this mean? Well, simply that the strategy of 'just buy some ads and
sell the benefits' isn't enough anymore: you'll be lost in the noise. How can
a brand retain customers and create loyalty in an atmosphere where everyone
else has a better offer? Through tapping into the psychology of social
* * *
Imagine that you are at home for Thanksgiving, and your mother has pulled out
all the stops ...