In 2012, the UK marketing industry spent over £17bn collectively on communicating its messages and brand stories – but recent statistics show 80% of a brand's buyers know little or nothing about that brand. As marketers, it's easy to forget how little time people outside the industry spend talking about brands and their messages.
Bombarded with up to 5,000 brand messages a day (a figure which has grown exponentially since the explosion of new media), consumers simply don't have time or headspace to take them in – so they've grown adept at blocking them out, often unconsciously.
Fighting through the noise is a growing challenge, and the plain fact is, adverts as they once existed (product-based, sales-focused) are rarely as effective as they once were.
