Why does advertising work on everyone else, but not me?
Why do advertisers keep repeating an ad over and over?
We all too often miss the subtle changes we make in our lifestyle based on influences that occur in our environment. From the toilet tissue we buy to the color of hair dye we choose, most consumers are not making choices exclusively for themselves but are also doing what they believe will make others happy.
Through the subtle persuasions of advertising and marketing, we become convinced of a product’s value over time. We get more of a sense of security in our decision to purchase a product the more we see it and the more others seem to be using it. Traditional marketing aims to convince us of majority buy-in and credibility. This is what creates the “buying environment” Jeffrey Gitomer refers to in The Little Red Book of Selling.
Mobile marketing vs traditional marketing is far more direct and panders to our impatient two-second attention spans we all have and gets right to the point. “Come in today”, “Call now” or “Buy now!” are all call to actions you rarely hear or see in traditional advertising.
Mobile marketers need to be careful not to disrupt this buying environment consumers are used to. A push notification with a deal or exclusive offer can be fun and engaging, but too many offers can lead to the consumer losing the sense of exclusivity and begin to perceive the merchant as desperate.
Take a lesson from tried and true traditional marketing and slow things down a bit. Offer information and education, but not always a DEAL. Find ways of engaging customers without screaming “buy, buy, buy!”