Media sources around the world are finding themselves in an awkward phase with their audiences. While Syria is consumed in a disastrous civil war, the people of the United States and the rest of the world are busy keeping up on the latest news coverage. 5 Ways Marketers Can Cure Media Blindness
But they’re not watching news about Syria. Instead, they’re learning about Kim Kardashian’s new hair color, Miley Cyrus’s VMA performance or how the Indianapolis Colts stumbled in their last loss. The fact is, Miley Cyrus’s VMA performance was 12 times more popular than the developing news of Syria. Reactions to this reality have been anything but supportive. When CNN decided to run more information on Cyrus than Syria after the VMA performance, critics lashed out.
A couple weeks later, President Obama addressed the nation on September 10th about decisions regarding Syria. However, worry over the interruption of a game show forced networks to react in order to keep their ratings.
In the information age, we’re constantly bombarded with information—and to defend ourselves against information overload we’ve developed an ability to filter out what may not necessarily interest us. That means we only hear what they want to hear, and develop a kind of media blindness when it comes to what they need to hear—even an international crisis.
How marketers can leverage “want”
This user-generated filter can be troubling for the media. But for a marketer, that filter can present a great opportunity for an even better connection with their audience. How can a marketer convince her audience to want her brand over the competition? For a person to want something, he must have some sort of emotional reaction to it. Miley Cyrus shocked the world at the VMAs, so people wanted to know more. How can brands leverage that same kind of emotion for themselves?
Tell a story
How many TV series have placed a choke-hold on your attention-span until its conclusion? Did LOST? How about American Idol? Or Breaking Bad? People become so involved in TV shows because they tell a story that appeals to them in some way. Your brand isn’t a TV show, but it definitely has a story. Share it with the world!
Don’t just tell people you’re a great company, show them you are. Guarantee your products and services because they are quality products. Support your customer with helpful and reliable support on multiple channels. Contribute to a charity or support an event. Basically, become a trustworthy friend to your market.
Create a mascot
A mascot or other representative character can do wonders for a brand. It immediately sets a brand apart from the rest because of their uniqueness. Mascots can also draw emotions quite well. Just ask Aflac, GEICO or McDonalds.
Create a sense of belonging
Ever put one of those 13.1 magnets on your car? Own a jersey from your favorite team? Creating a sense of belonging among your market can really build loyalty among your customers; and a community that embraces your brand as part of its identity can be one of the most powerful tools you can have.
Emotions are incredibly valuable when it comes to marketing. In a world of unlimited information, it takes more than just informing your market of a product or service. Unfortunately, the media still needs to adapt in order to remain relevant. Maybe they could learn a thing or two from modern marketing tactics.
Image credit: hiromy
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