I perhaps spend about 30mins of each waking day either glancing through e-mails and text messages or taking calls, from brands that try to sell me everything from pizza to luxury condos. I am not exaggerating in the slightest, when I tell you that I literally have to say “No thank you, I am not looking for a personal loan” at least five times a day.
There is this factoid that says – every individual is ‘exposed’ to anywhere between 5000 – 20,000 brand messages in a single day. This could be true. But does that mean that the individual has ‘seen’ all those messages? Probably not. But I am going to make a guesstimate and say that the individual, a potential customer, pays attention to at least 5 – 10 ads/brand messages which they chance upon in a day. In such a scenario, how does the brand ensure that their message resonates with the customer and stands out, amidst the legions of unsolicited messages thrust at them?