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In this newsletter, I am going to basically pull out all the figures that will get your train of thought chugging.
First of all, did you know that there is an estimation that the average consumer sees about one million marketing message every year? Which translates to a whopping 3,000 marketing messages every day from all around the world.
Find that a little hard to believe? Try heading out to the local mall or your regular supermarket – it does not really matter whether it is Giant, Tesco or Jusco. If you bothered to count, you will realize that your senses are being beckoned by more than 5,000 sales pitches. You see it, you hear it and sometimes, you smell and taste them too by way of samples and freebies.
You don't have to set a single foot out of the house to be hounded by sales pitches. All you need is an hour in front of the television and you are receiving more than 20 different types of call to purchase something.
In the morning, the newspaper delivery boy hands you your daily newspaper, be it The Star, The News Straits Times, Sin Chew, etc. Once again, you receive more than 50 adverts persuading you to buy their products or use their services.
Is that all? No. It is not.
We have not taken into account that as move around, we regularly come into contact with logos we recognize, billboards on the side of the highways, junk mails and catalogues in our mailbox and unsolicited phone calls.
Once I spread it out in the open for you like this, does the first stat that I pulled out at the beginning of this newsletter make more sense to you now?
On July 31st, 2006, Technorati was tracking its 50 millionth blog. The blogosphere is doubling over once every 6.5 months. Every single day, there are 175,000 new weblogs. As every second ticks by, there are 2 new blogs in the blogosphere with approximately 1.6 million postings being created every day or 18.6 posts created every second of the minute.
Just for good measure, in 2009, the number of emails sent out was 90 trillion.
There were 234 million websites in cyberspace in the same year and 47 million newly created ones.
The number one reason why our messages keep getting lost on our target market is because there is an endless number of ways to serve our communication needs. In the form of television, we have commercial, cable and paid TV. When it comes to radio, our options don't end with just Hitz, Mix, Light & Easy, 988, MyFM...we are not even talking about free radio channels on iTunes.
Conventional advertisements like posters, brochures, leaflets and billboards continue to call our attention too. On taxis, buses, trains, airplanes, LRTs, trucks, vans, cars, buildings, bus stations, LRT stations, on walls of tunnels, bridges, balloons...they are everywhere!
Suffice to say that advertisers have spent more than a billion dollars on websites as a means of cutting through the cutter. In 2009, the top ten advertisers, according to The Nielsen Company, (click the link below to see the stats for yourself) spent RM95,202,771,000 on advertisements. Shocking numbers...I know.
If you still find it hard to believe, try counting the number of advertisements that you see tomorrow as you drive to work. Then you will see how crowded the advertising marketplace actually is.
With all the stats, your head must be spinning...well, let us bring it back down to reality. Human beings have a limited number of hours – 24 hours a day. No, we have 8-10 waking hours. So, how can human beings cope with a billion messages in the marketplace on an everyday basis? We need new marketing strategies in the new world.
In next newsletter, I will cover issues relating to interruption marketing. With so many companies making use of mass advertising, some companies have had to resort to using interruption marketing in order to deliver their message across. In most cases, the consumer gets annoyed and chooses to ignore the interruption. Remember, interruption marketing can kill off your reputation.
I will give you a perfect example using one of our local online news portal in the next installment of this newsletter, showing you how the advertisements interrupted my train of thought with ads which took up half of my computer screen every time I logged into the website to read the news.
Till then.
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