RaveTopia

Ouch! As a marketer I am sure this figure does sit well with you. Yet as marketers we are not sure what our marketing return is.

There is the old saying that 50% of advertising work? We seem to be happy to go with this and every day we see marketers dedicating their budgets to the advertising gods.

So What’s The Real Cost Of Advertising?

As part of my research for www.makingmobilemediawork.com, I came across Graham Brown. Graham Graham Brown is director of Youth Research Partners in London who offers really keen insights into the young minds of the future.

He has a weekly webinar, in which he recently shared some really scary stats:

• an 18-year-old has received 800,000 marketing messages in their life
• they now tune out 95% of all traditional advertising
• about 70% of adverting messages are not trusted [seen stats ranging here from 30-70%]

The Advertising Gods Are Nothing More Than Your Toilet Drain

The numbers by themselves are really scary and if they don’t make you sit up and take a serious look at how you market then I don’t know what will.

But to put this into context and to try and understand the impact on this lets step back and put our marketing into context.

The Brand Equation

As marketers were taught a very simple equation for a brand strategy:

Brand = Product + Identity + Mass Media Broadcast

As an example Colgate toothpaste took fluoride toothpaste, essentially a commodity, and created the idea of Fresh Breath Confidence. This idea has been pushed out through every single different communication medium that has been available to Colgate.

It’s quite clear when we look at the brand value of Colgate toothpaste that this approach has worked very well up till now. The brand is worth It is worth billions of dollars.

But Not To 18-Year-Olds

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