Aligning interests

It’s truly astonishing how many ads are flying around desperate to interrupt as many consumers as possible these days.

In reaction to these amazing volumes of messages I think consumers are becoming more and more adept at ignoring unwanted messages.

I believe the only solution for brands is to align messages with their target audience’s interests and goals.

Let’s take a college for example.

There are multiple motivations to take a college course.

You may be passionate about learning and the possibility of new insights may excite you.

Alternatively college may not be your desired destination but simply a means to an end for you. The real thing you want is a job.

Another reason to attend college is that it can be viewed as an extension of school and another chance to prove your intelligence to your peers.

Finally, the primary reason you chose this particular college may well have been to immerse yourself in the local language.

So the college’s promotion of a CV and Job Interview workshop will fall on deaf ears for the learning lovers and language novices but it would be perfect for the job seekers!

Therefore I think the brand needs to decide who are they here to serve and how can they align their interests with their target audience’s because consumers these days are just too good at ignoring irrelevant messages.