I don’t like the “consumers” language for ontological and theological reasons, but the intent is still helpful. He’s not wrong here… and it’s something that nonprofits and churches could learn as well if they want to get past the noise and have meaningful engagement with their communities.
Connecting with the Consumer in a Distracted Age | Yale Insights:
Consumers are overwhelmed a bit with the paradox of information available to them today. We’re in this environment where you have every song available on your phone yet there’s never anything to listen to. You have every show available on your TV, and there’s nothing to watch. You have every food available for delivery, and there’s nothing to eat.
So as brands are trying to reach these consumers with messages—when they have access to everything and often don’t pay attention to all the inbound messages—it’s hard to cut through.
Marketing That Happens is essentially the hack. It’s how you get people to engage. It involves taking your brand beyond the walls of paid media to leverage the power of earned media, organic social media, and creativity to create something interesting enough and relevant enough to talk about. Marketing That Happens is about a creative standard of higher engagement. It’s about people self-selecting and “opting in” to your brand’s content—and seeking it out themselves—because it’s interesting to them, given its context, cultural relevance, and the uniqueness of the core creative idea.