Because if it doesn’t, then it’s just pollution.
Brands broadcasting their message online; from TV ads whacked on YouTube to tiny irritating banner messages (that are frankly a bit like an annoying buzzy mosquito), have been the advertising stance for too long.
Before you ask, yes, I hate banners. (Oh c’mon, when did you last click on one??).
Give me a brand genuinely willing to listen to their consumer, rather than trying to out shout their competition in a vanity exercise, any day of the year.
It’s refreshing when you finally get to ‘engage’ with someone in their moment of need online and help address that ‘Oh Crap, I just need to cook something quick, scrummy, yet healthy for the kids’ moment, or the ‘Bugger, my skin is rivalling a prune this morning’ moment… or the ‘What the hell is twerking??’ moment (yep, I’m in Google’s annual report for this one).
Taking that first step to move beyond an arbitrary KPI that doesn’t prove a thing, to owning a moment that lasts beyond the search result is the single bravest decision any brand can make.
So as a brand, are you ready? Not sure? Then simply ask yourself; as an individual, if you were a brand, what would you want people to say about you if you weren’t around to broadcast yourself?
The power of impression influences the conversation. Conversation is a two way thing. Oh, and it often happens ‘offline’.
Add, don’t Ad.
Think consumer first.