What marketers can learn from the Kardashians

The same obsessive behavior that drives adulation of celebrities can help your organization attract and retain devotees-and cultivate that affinity into sales and even brand advocacy.

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Ragan Insider Content

Your customers are probably ignoring you.

Sure, there is a large number of YouTube commercials, product placements, sponsored blog content and other messages thrown online by companies trying to get brand attention, but are their target audiences really seeing all those marketing messages?

Despite the massive amount of money spent on online marketing every year, a 2013 study confirmed that a shocking 86 percent of consumers suffer from banner blindness, or the tendency to be oblivious to online advertisements. With the rise of ad blockers, those numbers are getting worse.

To be fair, such data are specific to conventional digital advertising. Since then, tactics such as native advertising, social media branding and robust content marketing have provided access to customers that those banner ads could never offer.

Even with these tools at our disposal, businesses are still fighting an uphill battle. After all, the average internet user’s attention span these days is shorter than that of a goldfish.

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