A writer might fall into it when they see the long shelves stretching out at their local bookstore. A developer might encounter it in the cavernous digital aisles of the App Store. But advertisers and marketers suffer a special curse: wherever they go, online or off, they see examples of their own work. And they see people not reading it.
Why do ads get ignored? Whoever answers this question will become a marketing Buddha, able to get any content in front of any audience. We haven’t reached enlightenment just yet, but we think we have an idea.
Ads get ignored because they’re irrelevant to the viewer’s life.
“Wait a minute,” some of you might object. “Ads get ignored because we see millions of them every day. It doesn’t matter how relevant they are.”
But is it true that volume alone causes people to tune out? Think about the city you live in. Millions of other people might live there too, but you’re only good friends with a handful of them. Out of hundreds of restaurants and bars, you have a few regular favorites. Of the thousands of movies released into the world, you know what kind you like to watch.
The human mind is surprisingly good at picking the important information out of massive fields of data. There’s a concept in neurology called the Cocktail Party Effect: even in a crowded party with hundreds of people present, we’re able to focus on the one or two voices that interest us.
Why? Because they’re relevant.
Advertising is exactly the same. A baseball superfan might be exposed to 5,000 ads in the course of a day. But if one has his team’s logo on it, he’ll look at it for longer, and be more likely to remember it later. Now, if only there were some way to figure out whether any given visitor to your website was a baseball fan...
Good news: there is. Artificial intelligence.
By making use of the opt-in cookies that track users’ online activity, marketers can find out where a potential customer looks, what they click, how long they stay, and almost anything else that might indicate what’s relevant to their life. This generates a flood of data points, way too much for a human to sift through — but this is the kind of job AI was made for.
Wouldn’t it be great if nobody ever had to see another irrelevant ad? If every message targeted to you concerned something you actually cared about? It sounds like marketing nirvana.
At Watson Clark, we’re working toward that future by building targeted ad campaigns for the pharma space. We aim omnichannel marketing at healthcare practitioners, a segment that’s hard to reach by traditional means — and because we can ensure relevance, we get far better than average returns.
Want to use the power of AI to tell healthcare practitioners about your groundbreaking new treatment? Talk to a Watson Clark expert today.