Competing for Attention

January 11, 2011

In September 2009, I wrote about the fact that, as marketers, we are all competing in Times Square today.  Simply put, people are overwhelmed with commercial messages.

This came to light on my trip to Chicago yesterday.  The picture you see here is of the handrail for the escalator.  That’s right, they’ve turned the handrail into an ad.  I don’t know about you, but I’m no more likely to go to this hotel than I was before.

The moral of the story is that merely broadcasting is a useless strategy at best.  More likely than not, it contributes to becoming increasingly irrelevant.   Going forward, the only viable marketing strategy is to engage with your market.

Filed Under Commoditization, Messaging | | Blog Home

Comments

5 Responses to “Competing for Attention”

  1. Ah ha! You ARE in Chicago! I knew there was a reason I had you on my calendar. Don’t feel badly, though. With Project Jack Bauer launching in three months and 19 days, I barely have time to eat.

    The push marketing is dead. It might help raise awareness, but (to your point) if you aren’t finding a way to engage people, you’ll be dead. Soon.

  2. Hi Doug! Happy Friday! Just found this post and oh what perfect timing. I’m about to sit with a new client and unveil my magic marketing plan for him, of which there is very little ‘broadcasting’ or ‘push marketing’ and quite a bit of strategic engagement. I’m expecting push back, because that tactic of broadcast marketing is the bill of goods that has been sold (and bought) for so long. However, we’re in a new role in PR and Marketing now…coach. I’ll be coaching on this one.
    thanks!

    • Erica, Thanks for the comment – great to have you on the blog.

      I’ve never thought of PR/Marketing role as coach, and it’s a great idea. It plugs right into the context of leadership and influence that is much needed.

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