Turning ads into sales: Context is king

It’s estimated that the typical customer is bombarded with more than 3,000 advertisements each day. So it’s not surprising that consumers are ignoring all but the most relevant ones.

Marketers used to view advertising and mass media as one-in-the-same. A good ad campaign typically meant blasting the same ad across mass media as often as possible. A successful campaign was one that reached a huge audience several times.

Jay Townley, president of Bike Marketer, a company that helps bike retailers increase their sales through direct response marketing, said the rules have changed for marketers. Like many industries, he said advertising has entered a realm of mass-customization.

"What marketers are learning is that traditional, institutional advertising just isn’t effective anymore," Townley said. "Marketing efforts need to be consumer-centric. They need to focus on the needs of the individual. You need to recognize the different needs that customers have and provide them with a well-tailored, customized message."

Troy Janisch

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