It’s hard to believe there was a time not so long ago where people would actually enjoy the adverts interrupting their entertainment. It’s why I got into advertising. Now the figures are damning for our industry, showing a growing disdain for intrusive and pushy advertising.
A massive 86% of consumers experience banner blindness, tuning out traditional advertisements while browsing online. And 71% feel irritated by overly aggressive sales tactics.
The pressure to deliver
There’s never been more pressure from clients and investors to deliver immediate results. This often leads brands to move away from entertaining and informative content that we know builds awareness and trust, towards pushy and hard sell tactics. As if shouting an offer at someone will make them more likely to buy your product or service, even if they know nothing about it.
This need to ‘stop the scroll’ and deliver immediate results often overshadows the importance of brand building and fostering genuine connections with our audience. However, the most successful brands understand that long-term success hinges on building trust and credibility, rather than relying solely on transactional tactics.
Doing it right
Allbirds gained popularity with their comfortable, eco-friendly footwear by focussing on simplicity, emphasising the comfort and versatility of its shoes. They told their story in an engaging way and drove genuine desire and demand, rather than offering discounts.
Slack is a good B2B example, as they revolutionised workplace communication with their user-friendly messaging platform. They focus their marketing on productivity and collaboration, highlighting how Slack can streamline communication and improve teamwork. They build awareness through educational content, thought leadership, and word-of-mouth referrals within organisations.
Creating a balance
These are just a couple of examples of relatively new start-ups that show that authenticity and value-driven messaging are not only conducive to brand building but also drive tangible business results.
At Switch, we believe in adopting a holistic approach that balances short-term objectives with long-term brand equity.
We have found great success, especially with our social media marketing, by delivering entertaining yet very clear marketing that emphasises benefits without being overly salesy. This has allowed us to build trust, credibility, and lasting relationships for our clients with their audience.
If you find yourself under pressure to deliver immediate results but don’t want to cheapen your brand, contact us for a full strategic approach that will deliver short term sales and long term brand growth.