We’ve come a long way from fifty years ago.
In 1957, we were in the midst of an advertising boom – consumer behavior had changed, people were spending money, and television commercials reached 90% of all US households. The only medium with that kind of capacity was television, and advertising was designed around that fact.
2017 will be a big year. It’s the year we’ll (hopefully) stop saying things like “social media is the next big thing” and “mobile is the future.”
We’re past that. We’re going through a revolution, but the revolution won’t be televised because it’ll be on your mobile device.
The key for marketers in 2017, is paying attention.
The fact is we’re overspending on things that no longer work. We, as marketers, think impressions are amazing, but the fact is, people aren’t interacting with ads or banners or videos. They aren’t seeing what you want them to see because they’re looking away.
So, how does this translate for the New Year?
In the New Year, we should be asking ourselves: “Where are our eyeballs and ears going?”
The average consumer’s attention is on their mobile device. If you want to better target consumers, go where their attentions already are.
We have withdrawal symptoms when we don’t have our phones within reach. We’re walking with our heads down. We aren’t looking up and paying attention to ads. There are too many people, however, that are still not taking advantage of social media.The number one reason is business owners think their consumers aren’t on those platforms. They don’t think they need Instagram ads because that doesn’t fit their demographic. The fact is, as long as your consumers or clients are human beings, then they are on these platforms — plain and simple.
The number one reason is that business owners think their consumers aren’t on those platforms, thinking to themselves, “What does Snapchat have to do with my business?” They don’t think they need Instagram ads because that doesn’t fit their demographic. The fact is, however, as long as your consumers or clients are human beings, then they are on these platforms — plain and simple.
The business world is finally taking note of how dominant these platforms are. Nielsen, which measures audience viewership, recently announced that it’ll start measuring Snapchat ads. Business Insider notes that Snapchat is luring “big brand advertising dollars away from television.” We’re overspending on commercials and we’re getting a deal on social media ads. Snapchat and others will soon position themselves as alternatives, and now with metrics at its side, social media ads will explode.
This is what’s coming in 2017 and beyond.
In fact, when you finally start integrating something as simple and efficient as click-to-call on a mobile device, you better make sure you’re prepared to track that call. That’s where a call analytics software can help you measure your calls in the same way that you already do for clicks.
We’re living in a world where everything we know is completely changing. We’re scared of this fact, and we don’t really understand it. We’re undermining social media in a big way, and that’s what’s hurting marketers more than anything else.
The problem is we’re advertising like it’s still 1957.
This post is part of our contributor series. It is written and published independently of TNW.