The overwhelming majority of the ads that are run are not the least bit relevant to any one of us. In fact, we’ve grown accustomed to skipping through them when we can–or simply tuning them out when we can’t.
Even a well-curated social media stream contains an awful lot of information that we couldn’t care less about.
When we drive down the street–or walk through the mall–there are only a handful of stores we pass that we will ever walk into, much less buy anything from.
And within the stores we do visit–or the websites we traffic–it’s rare indeed that more than a tiny percentage of the product we see actually grabs our attention, commands true interest and captures any of our spending.
The fact is just about everything we encounter is noise. Advertising based upon interruption rather than permission. Marketing programs that are mostly one-size-fits-all, rather than rooted in treating different customers differently. Product assortments that suffer from a sea of sameness. An avalanche of data and a tsunami of stuff.
And the noise is growing. Consumer distraction and disinterest has become the norm.
When we accept that just about everything is noise, when we understand that, more and more, the power has shifted to the consumer, when we embrace the notion that attention is fast becoming the most precious asset for any brand, then we realize our challenge is not to merely copy best practices or do what we’ve always done, but just a little bit faster, cheaper or louder.
The challenge is to deeply understand our customers at a granular level, to create and deliver something intensely relevant and remarkable and then to amplify the hell out of that sucker.
The challenge is to become the signal amidst the noise.