But that’s not the end of the story. If your brand has been suffering and losing money in traditional marketing, you need to know why. Here’s what you need to fix about your marketing if you want to increase your marketing ROI and ultimately resurrect your brand:
An “Ocean” of Competition
When you enter the world of traditional marketing, it’s like dumping a bucket of water into the ocean. Sure, your bucket counts, but it’s only a few seconds before your contribution is washed away with the surf.
Similarly, your brand gets lost in the traditional marketing mix if your advertisements only represent a small share of what your potential customers are hearing and seeing. Without a way to break through the clutter, you stand little chance of getting your branding message through the powerful filter of traditional marketing.
The Lack of an Emotional Response
Even if you are somehow able to penetrate the vast fog of traditional marketing to get noticed, you have to complete a second step: creating an emotional connection with potential customers. Advertisers are so concerned with penetrating the filter of traditional marketing that they forget to drive an emotional response from their audience.
Think about the most powerful brands in the world today, brands like Coca-Cola and Nike. These brands have been able to drive an emotional response in their customers through emotions like nostalgia and inspiration – in fact, these brands are famous for it.
What emotional response does your advertising generate? If you’ve been getting lost in the clutter of traditional marketing too long, there’s a chance the answer is “zero.”
If you want to grab audience attention and hook their emotions, you’ll have to think outside the box of traditional marketing and give customers a real brand experience they’ll actually remember.