The Dangers of Shouting in Marketing
May 11, 2016
Norbella strives to stay on top of the media industry by sending our employees to conferences and relevant events. Josh Chang, Norbella’s senior paid search specialist, recently attended the ClickZ Live conference and shared one of his key takeaways.
SHOUTING. We know it’s wrong, we’re all guilty of it, but yet we do it anyways. In my (very brief) research on shouting, I learned that parents should stop shouting at their kids, teachers should stop shouting at their students, and bosses should stop shouting at their employees. Shouting and yelling pushes people away, turns them against you, and mostly accomplishes nothing.
This holds true in advertising as well. Yelling and shouting at potential customers makes you look silly and at worst, pushes them to ACTIVELY avoid you. Tons of marketers are trying to solve a problem who don’t think (or realize) they have a problem. This leads to shouting.
Who needs this?
Instead, marketing professionals, from broadcast people to search marketers, need to focus on creating connections. Today’s society is all about making connections – Facebook makes billions of dollars doing just that, but much of the time it doesn’t feel like advertising has caught up to the trend.
If you think about it, all marketers and advertisers are really doing is searching for tiny threads of connection and trying to amplify them. It might seem obvious, but customers want to be seen and understood, and won’t respond to your value proposition if they’re just constantly bombarded by terrible ad after terrible ad. When planning an advertising campaign, you’re looking to be tolerated, not ignored, while only the best brands and campaigns are remembered.
That’s why at Norbella, we work to approach campaigns differently from other advertisers. We focus on using whatever data and information is at our disposal to understand audiences and shape our strategy and messaging to connect with them. Instead of one message across the board, no matter how good we might think it is, let’s understand our audiences and treat different people differently.