There is a lot of noise being aimed in a consumer’s direction. In any given day, we are exposed to thousands of marketing messages. The question of how many thousands depends on what you read. A 2008 study by research firm Yankelovich, now a part of The Futures Company, estimated the number as 3,000 to 5,000. And that was 4 years ago…before the saturation of smartphones, tablets, and QR codes. A similar study today could probably double that number if you also count store events and planes pulling banners. With nearly every available space being suggested as a place for marketing messages, consumers start tuning out. The idea still holds, though, that if the message is strong, it will get noticed. And in the digitally connected world of now, it will also get shared.
Marketing in the digital space provides nearly limitless options for creativity. Not every idea is a good fit, but there are always new things to try. Here are some interesting approaches to cutting through the clutter.
- Popular Science and GQ are using augmented reality for their magazines. PopSci integrated AR into their June issue for their annual Invention Awards. GQ made AR a part of their upcoming September issue, adding videos, 3-D animation, and quick links to social media.
- OB created a personal apology as a way to announce the product’s return to stores. Consumers can enter their name and it will be used in the video. Apparently, only some names are actually sung aloud in the song, though. The video was released in December but is still being circulated.
- Guinness took a new approach to QR codes last year when they delivered drinking glasses to area bars. The code was designed to be seen and scanned when the glass was filled with Guinness. Users could share via social network where they were and that they were enjoying a Guinness. Judging by the number of times this PSFK snippet has been shared in the last month, the idea is still generating attention.
If you’ve run across anything that’s caught your eye, shoot it to me in the comments. While the debate will continue on whether there is truly ROI on the examples above, there is no denying that the brands are getting noticed by consumers because of these efforts. Time will tell whether that notice translates to sales.