PR Newswire contends that silent advertising is sometimes the best advertising: Nike’s ads, for example, are effective because they pique the interest of potential customers rather than overload the senses of their audience with flashy videos. They don’t tell the audience too much, but instead invite them to research the product at their own leisure.
This argument is upheld in a report from CMO.com which states that traditional marketing tactics won’t work on today’s consumers precisely because most people are too distracted to pay attention to the thousands of messages that bombard them on a daily basis. It suggests that marketers must find new ways to engage consumers, be it through mobile apps, storytelling, and social media, that also gives them the freedom to look into the product on their own time, without feeling overwhelmed by advertisements.
The report provides several examples of marketing campaigns that are “invisible” to the consumer, yet have proven successful all the same – all valuable reading for public sector leaders seeking new ways of engaging with citizens.
You can read the full report in our digital library.