“Relying on data that says an ad has been seen for 10 seconds is foolish,” says Karen when talking about the problem brands and businesses are having when trying to connect with people online. “The truth of that 10 seconds may be that the person is doing 10 different things on that platform at the same time.”
We didn’t necessarily need Karen to put 130,000 ads through the wringer to tell us this. You can feel it, can’t you?
The world of communication feels like a shallow place. Robotic ads follow us from our shopping cart through to our social media, stupidly showing us products we’ve already purchased, while the platforms feed us sponsored posts and recommended videos that are perfectly irrelevant to everything about me.
The problem with this robotic approach to content and communication is, quite simple – humans aren’t robots.
Our curiosity, our motivation, our loyalty – all come from somewhere deep inside us. Pestering us with automated and repetitious advertising and content only builds contempt for brands and businesses who think their customers are everyone, everywhere, all at once.
We can all agree with Rees that biology is complicated but, after 30 years in advertising, I’d argue there’s one thing that’s utterly predictable about humankind; we respond well to empathy.
Humans respond well to being considered, and assisted, and empowered.
You don’t need a study of 130,000 ads to tell you that we like being shown respect. And yet so much of my world of communication shows nothing of the sort. Just more of the same shallow, and salacious content, click-bait, and robotic marketing.
So, I’ve decided to go to war with shallow.
Our company will fight apathy with empathy and build deeper, more meaningful connections between businesses and their customers with considerate digital experiences and inspiring ideas.
The business formerly known as KWP has been reborn as kwpx.
X marks the spot and we’re digging in.
David O’Loughlin // CEO, kwpx