Speed Dating with Innovations: What’s your innovation’s pick-up line?

In today’s hyperconnected world, consumers are bombarded with adverts, meaning that marketers need to have skills more akin to a speed dater – attracting and persuading people in a few seconds.
  • It is estimated that the average consumer today sees a total of 4,000 to 10,000 ads in a single day compared to just 500 in the 1970s.
  • If consumers are making split-second decisions, then marketing elements, such as imagery and provocative text – information that is easy and quick to process – become critical in attracting attention and persuading.
  • Twitter’s appeal lies in the ability to scan and read hundreds of tweets quickly – if a concept communication exceeds that of a tweet, the likelihood of being ignored is high....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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