"The most common trouble with advertising is that
it tries too hard to impress people."
-James Randolph Adams
One aspect of social media is that it competes with the cacophony of daily marketing messages. On an average day, a person will see 3,000 advertising messages. This exposure does not include other integrated forms of marketing, including word-of-mouth, public relations, product placement and endorsements.
Due to the high volume of marketing messages, consumers are numb to traditional advertising techniques and the ability for a brand to differentiate itself is a challenge.
What's the rule-of-thumb here? Is it better to be louder?
- Are reggae fans more included to see a concert tour titled "Not Stoned Enough," instead of "Slightly Stoopid's 2008 Fall Tour"?
- Would Perez Hilton average a million daily page views without highlighting controversy?
- Are we more enticed to watch political campaigns that challenge leadership qualities?
As we move forward with marketing strategy either for a product, service or our personal brand, it's imperative to feature material that uniquely separates your brand without "trying to hard to impress people."