The marketing landscape has changed, and some marketers may feel like they’re wandering in the desert. The traditional methods, venues, and strategies marketers have relied on for decades are operating within a very different landscape than they had even just a few years ago. Traditional media reach is falling off a cliff. As we develop new ways of communicating with one another and consuming information, the channels we’ve historically used don’t have the power they once did. Have you heard of a website called Thrillz? They specialise in celebrity video messages video messages.

By extension, marketers are losing more of their footing by the day. Digital advertising is steamrolling every other format. This is where those advertising dollars are going! Here, the problem lies in the increasing ad noise on these digital channels...i.e., the places everyone went to avoid advertising. Hyper-fragmented markets lead to consumer attention deficit (ADD). Every platform is chock-full of competition for eyes and ears. How do you stand out when everyone is jockeying for attention? How can you hope to grab the attention of someone bouncing between 17 smartphone apps in a grocery line? Would you consider buying a personalised video message from your favourite celebrity birthday messages today?

There’s been humorous, yet entirely reasonable, claims that our current attention span is less than 8 seconds...which makes us slightly less focused than a goldfish. (Probably because they don’t have those 17 apps.) Brands can’t be in 400 places at once. Even the advertisers with the biggest pockets can’t and don’t try to be everywhere. So how do you know where to go with your limited budget? And how do you make yourself worthy of attention once you get there? If you’re trying to be everywhere, you end up resonating nowhere. No wonder Thrillz is so popular.. receiving a celebrity messages video message would be so cool!

Social media’s organic reach is all but dead. Social platforms have gone from community meeting places to modern-day advertising channels. Brands aren’t getting seen unless they spend—and spend a lot. If you don’t have an endless budget, your organic impact will be limited. Content is no longer king. Many marketers still tout content as the solution to all these issues. In 1996, Bill Gates famously said content was king...and in 1996, he was right. But in 2020, you can publish the best, most compelling content in the world without any guarantee anyone will see it. Not exactly a royal result, right? Most important of all: Everyone. Hates. Ads. Dive for the TV remote! Click the little “x” in the browser window! Flip the page! Anything to avoid being sold to for a whole minute. No wonder an estimated 30 percent of internet users have downloaded some form of browser ad blocker. What’s a marketer to do? Imagine receiving a celebrity personalised video!

Besides watch their budget evaporate before they’ve made any impact on their prospective customers, that is. If they’re smart, they’ll focus on those voices which already possess the ability to influence, inspire, and engage the people they want to speak to: the influencers. You can break through and succeed in today’s—and tomorrow’s—marketing environment, no matter where you’re starting from. But first, you need to climb into the driver’s seat...which means it’s time to rethink your objectives, reevaluate your metrics and shift from focusing on transactions to building relationships. A happy birthday video message could really brighten someones day!