The last week I've been in Joplin onboarding a new reseller.
One of the things we did while out there was go to a baseball game with the reseller's family.
It is while at the baseball game that the 8 year old says "why do people pay for advertising around the ground?" he then went onto qualify that "why would anybody pay for advertising around the ground? you cannot read most of the adverts, they are in a place where nobody looks and nobody believes them anyway".
And there you have the problem with marketing right now summed up by an 8 years old.
If he gets it, then why don't we?
Data from a Forbes study of 1,300 people between the ages of 23–38 revealed that only 1 per cent of them think compelling advertising builds brand. Most people in this age group believe advertising is all spin and not authentic. What does this tell us? It’s not simply about broadcasting to get eyeballs on what you’re selling. It’s trust, not exposure, that’s the social currency of today.