Advertising is not what it once was. Consumers today are more informed and more aware, more difficult to satisfy and less loyal to brands. Sure it’s not moral to implant artificial needs which require mental and financial efforts. Luckily for those who rebel against this kind of manipulation, such advertising is fast approaching an end and marketing specialists know that.
The rise of consumer awareness. In 2002, marketing specialists Sue Haynes, Clive Nancarrow and Andy Baker signaled the rise of savvy consumer type. In few words, he is informed, sophisticated, powerful and has an ironic or playful approach to advertising, because he knows many of the backstage elements of marketing and advertising. For now is a minority, but he is able to determine the removal of traditional marketing strategies.
However, the trend is clear. Advertising is not what it once was. Only 18% of traditional advertising on TV making profit, because only 14% of consumers still believe in advertising (Larry Webber). Where are we going then? For advertising based on personal recommendations for that 90% of consumers trust friends’ recommendations (Nielsen Global). Consumers are changing, and with them changes and marketing strategies. It was time for advertising to reap a part of what has sown.
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