Everyone hates ads. Here's what marketers can do about it - Technical.ly Philly

Business

Apr. 21, 2016 11:04 am

Everyone hates ads. Here’s what marketers can do about it

Learn the ins and outs of content marketing at this event during Philly Tech Week 2016.
Ad overload?

Ad overload?

(Photo by Juliana Reyes)

This is a guest post by IMA cofounder Greg Ippolito.
Most people hate most advertising most of the time.

This may seem like an ill-advised thing for a marketing guy like me to say — but it doesn’t make it untrue.

In fact, on May 5, I’ll be presenting a seminar called “The Tao of Content Marketing” as part of Philly Tech Week 2016, and this will be my opening line. Because, whether businesses like it or not, people are starting to tune out advertising in alarming numbers. And if marketers don’t start re-thinking the way they engage modern audiences, they’re going to find themselves wasting millions of media dollars and losing hordes of clients.

Consider the following:

The average American adult has to endure around 5,000 promotional messages each day: TV commercials, billboards, emails, display ads, cold calls, radio/mobile audio ads … not to mention logos everywhere. And now they’ve reached a point where they’ve had enough.

People are taking back control, and finding alternate routes to their buying decisions. Search engines give them access to googols of information. Social media lets them consult with the most important people in their lives, virtually whenever they want.

Still, most marketers ignore what all this means. Instead of recognizing that people are using technology because they want us to leave them alone, marketers get consumed with how they should be using technology to force more messages down their throats. Regardless of what medium you’re using, you’re on the wrong track if your message implies, “Here’s what I want from you.” Because truly innovative marketing is that which implies, “Here’s how I can help you.”

Advertisement

The way forward isn’t technological, it’s philosophical.

Counterintuitive as it may sound, today’s most effective marketing is that which doesn’t try to sell at all. Rather than seeing each engagement as a potential transaction (e.g., “click here to buy”), forward thinkers see it as an opportunity to provide value and earn trust (e.g., “click here for an article/infographic/video that answers your question”). To truly engage people in 2016, you must be helpful to them — and one of the best ways of doing this is to provide credible, useful content.

A customer relationship is like any relationship in that, if it’s going to be meaningful and lasting, you have to be thoughtful when it comes to the other.

As the Dalai Lama once wrote:

Compassion is an aspiration, a state of mind … an empathetic altruism that actively strives to free others from suffering.

Or, as Rand Fishkin, CEO and Founder of SEOmoz, put it:

Best way to sell something: don’t sell anything. Earn the awareness, respect, and trust of those who might buy.

If you truly consider your audience’s needs, and give them something that truly helps, they won’t ignore you. Rather, they’ll listen and give you their trust. That is the key: because people want to buy from those they trust, not from those who are constantly reaching into their pockets.

And that is the Tao of Content Marketing.

You must appreciate accurate, relevant and productive community journalism.  Support this sort of work from professional reporters with seasoned editors.  Become a Technical.ly member for $12 per month
Projects: Philly Tech Week
-30-
CONTRIBUTE TO THE
JOURNALISM FUND

Already a contributor? Sign in here
Connect with companies from the Technical.ly community
New call-to-action

Advertisement

Why BarCamp Philly’s organizers are intentional about inclusion

How a #NotNormal work culture can attract and retain local talent

The Timmy Awards return to Philly on Oct. 15

SPONSORED

Philly

How Relay is helping enterprise clients get proactive about customer engagement

Philadelphia, PA

Vistar Media

QA Engineer

Apply Now

Philadelphia, PA

PromptWorks

Senior Software Engineer

Apply Now

Philadelphia

Inspire

Manager, People Operations

Apply Now

Philadelphia: Here are your nominees for the 2019 Technical.ly Awards

How to better leverage the cloud for your tech business

Events Roundup: 12 ~not-spooky~ professional development meetups this October

SPONSORED

Philly

These hiring companies want to meet you at NET/WORK Suburbs

Philadelphia

Linode

Junior Systems Software Engineer

Apply Now

Philadelphia

Linode

Data Center Operations Engineer

Apply Now

Philadelphia

Linode

Systems Engineer

Apply Now

Sign-up for daily news updates from Technical.ly Philadelphia

Do NOT follow this link or you will be banned from the site!