At one time, you could put your ad in the phone book yellow pages and not think about it for a year. It just worked for you. A newspaper ad could last just as long. Then radio came along and you could blast the same message multiple times a day. Television made it even easier, but at least there were only three channels… until there was cable… and then the Internet.
One hundred years ago you had maybe three marketing channels to worry about; newspapers, signage, and the emerging commercial radio stations. Now there are dozens to contend with. Whether it is print, electronic, airplane banners, bus signs, electronic signs, banner ads, Google, Facebook, Instagram… whew! You get the picture. And never mind the emerging channels. Who knows what is the social media advertising darling a few years from now?
A Facebook ad loses is effectiveness after two weeks. Any longer than that and your relevance score goes down. Your Google Ad quality score may go down if people are tired of your ad.
It is no longer enough just to put an ad out there that states your product or service. To cut through the noise you must ask what matters to your customers. It may be hard to hear, but they may not care about you as much as the pain they are facing. Otherwise, your ad is just more of the same noise.
Customers get message fatigue quickly if your ad is all about your company.
