This morning, as I was thumbing through the latest Inc., I caught a great article titled The Future of Advertising is Here. The article was very conceptual and futuristic in the information provided, but it was also very cool to see what is coming down the pipe in terms of advertising mediums.

As I read a few of the sections, some statements really stood out to me as both a marketing professional and as a consumer.

On average, Americans are subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed in a Yankelovich Parners study they feel “constantly bombarded” by ads, and 59% said the ads have little or no relevance to them.

If you begin to quantify this and assume each American gets the recommended 8 hours of sleep per day, that means we see an average of 187.5 advertising pitches per hour, 3.125 per minute or 0.05 advertising pitches every second. Even worse, only ~40% of those ads have any relevance to my life or yours - that’s not even including those which may have relevance but the timing is wrong (like automobile ads when you’re not in the market for a new car).

As we step forward into the new business world you will see the word “relevance” a lot more. People are shouting this word in all spheres of life, from Spiritualality, to family and marriage and now in business. As a marketing and technology professional, it is my job to help “police” this and push clients to understand their customers in more significant ways and help them understand that they are in business not to make money, but to achieve impact in the life of their employees and their customers. When they make this transition they will move closer to the relevance sphere in their business and begin to hit that 40% of people who feel they are being marketed to properly and in the right time with much greater accuracy.

If you’re interested in learning how to achieve this type of impact with your business and want to move to a new level in your business, give us a call at (312) 546-4280 or shoot us an email at info@nebogroup.com and we can talk about moving to an impact model.

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