EVERYTHING around us is advertising. Like your Instagram feed. One long strip of advertising from people who are brands, and brands who are people. Your LinkedIn feed? Also full of advertising. And I'm not even talking about TV, radio, outdoor and blogs. Advertising is everywhere.
Also read: Hey designer, learn from these mistakes
Seven may have been a magic number in the middle of the last century, but let me disabuse you of that illusion.
Green parrot
Lorre
Not only has media consumption increased dramatically, the amount of advertising and marketing we see has also increased dramatically (between 4,000 and 10,000 ads per day ). And attention spans are lower than ever.
So, I hereby introduce the new 'rule': you need at least 70 contact moments for a 'movement'. And do you make the sale sooner? Wow, well done! But to make an unknown, cold acquisition, we will all shout 70 from now on.
AIDA?
And to make it even more fun: it's not enough to post the vietnam telegram datasame, meaningless, boring parrot stock photo with your logo underneath 70 times, because we've become blind to that too! It also has to be a striking parrot... Oh boy.
The AIDA model should actually be transformed into
Parrot about 7 contact moments.
NOW
You have to break through the noise. Advertising has never been so cheap and so measurable. The emphasis is now on the creative variable. With seven touchpoints, maybe 1 or 2 ads were enough. That is a thing of the past. 10 or 20 ad sets are mandatory .
Bird of Paradise
From now on you can parrot me. Very nice, because it contributes to the expectation management and therefore the relationship between agency and client. Seven contact moments and you are only at 10%.
