Traditionelle Werbung immer unbeliebter

Klassische Werbung wird beim Kunden immer unbeliebter - dies wird jetzt immer öfter auch mit Zahlen belegt:

Yup, it's official. According to a new Yankelovich study, more consumers have "wholly negative" feelings (36 percent) about advertising than "wholly positive" (28 percent). A majority (60 percent) have a more negative opinion than they did several years ago; and 69 percent want mechanisms that block advertising completely.

Der Ausweg sind überraschende, sinnvolle Aktionen in den Bereichen:
Advergaming
Entertainment
Buying tools
Delight
Let's not forget that delighting customers with new, offbeat, useful, fun, and unexpected messages cuts through the clutter. Mini Cooper has done a fantastic job (check out the print sticker campaign in this month's Wired for an example). And the success of so much viral marketing (see ViralMeister for examples) shows that people like stuff that delights them and makes them say "wow!" Not only do they notice the messages, they also form a more positive impression of the brand.


Consumers Becoming Marketing-Resistant
Clickz: Consumers to Advertisers: "Go Away!"