Casual Evening Debriefs by Ashley, Marketing Strategist

I chatted with two brilliant Southwest Florida residents over lunch yesterday, and realized something — the incredibly desperate approach the mass media, marketing, and advertising agencies are currently taking for THE MOST important thing you have of value to them, your attention {your time}. The advertising industry, AKA the fight for your time, has translated into a $44.2 BILLION industry as of 2016.

What’s most intriguing, is that, were I to conduct market research on music preferences and sit a group of people down in a room, and ask them to label the songs I play as either music or noise — I can say, with fair certainty, there wouldn’t be one song that everyone classified as music. Following that thought, I remember a moment from middle school. I was listening to some ’90’s pop hit (which was probably top 5 on the charts at the time) and my parents, irritated, told me to “Turn off that NOISE!”

To them, my music was just noise. And yet to me, it was Backstreet Boys, N’Sync or Hanson— How could anyone ever classify them as noise?! Easy enough, it was a generational gap. However, the majority of the U.S. at the time considered that song a top-hit favorite.

Fast forward 15 years later and here we are in the same moment, but the players and arena have changed. The weight of advertising has shifted to “noise” and to hear marketing “music” is a breath of fresh air. As a marketing strategist living in a digital advertising world, I technically, am the noise — IF I don’t play the right song, to the right people, at the right time.

So, between my marketing strategy being classified as “music” or “noise”, I’ve got about a 50/50 chance. I’ve found some marketing success in customer-centricity and customer experience. But just like music, the consumer preferences over time will change. So, the challenge I have, as a marketing professional working to improve your marketing strategies, is to always research. Always learn. Always help guide you as a business owner to the right “songs” to play so that you’re music to your people in a world full of noise.

References: IBISWorld U.S. Industry Report, 2016