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The Future of Marketing: a Battle for Relevance?

Last time we spoke about the fact that – whether we realise it or not – consumers probably judge businesses on their initial appearance in very superficial and shallow way, often without hearing or reading any kind of written content, let alone their brand story. Throw digital saturation into the mix, and what do you have? Well, a mess quite frankly, and we’ve investigated where the future battle for relevance will be won or lost.

Credico - a battle for relevance in the future of marketing Jesse Young


Let’s face it, as consumers today we’re inundated, if not bombarded, with visual advertising and marketing messages when we browse online. Cursing at unexpected pop-ups, clicking the ‘skip ad’ button on YouTube after 5 seconds, and skipping over marketing messages sneakily embedded in news feeds are all part and parcel of our daily experience in the online world…

What does this mean for brands looking to advertise their products or services?

Well, we believe the current ‘saturation situation’ as we like to call it has shaped the future of marketing – both on and offline. A recent article on the reliable claimed that most consumers ‘wouldn’t care’ if around 73% of brands disappeared off the face of the earth for good. That tells us that they believe almost three quarters of brand interactions are not meaningful enough, or not relevant – and from what we’ve witnessed, we’re inclined to agree.

What are the consequences for a lack of relevance?

Thanks to the progression of internet and smartphone technology, consumers have 24/7 access to a plethora of companies offering similar services, which all fulfil the same set of needs and desires. Consumers are often all too willing to trade in their esteemed loyalty to a competitor if they get a better perceived offer, or value for money elsewhere. Don’t blame them, it’s just being savvy. Shopping around has NEVER been easier than it is in present day 2017. It’s human nature for customers to judge an entire business in a matter of seconds, this is why we place great faith in the implementation of personal interactions to steer the impression in the brand’s favour – and bring some relevance to the table in an increasingly passive consumer base.

What does this mean for brands?

It means that their interactions with consumers need to be meaningful and measured. As ‘standing out from the crowd’ gets tougher, companies (especially small-medium sized ones) will need a bigger ladder to shout from the rooftops above the noise of their rivals. Aside from knowledge of a brand and the associated imagery used in their advertising methods, situational brand relevance must work in unison with brand awareness. Without awareness target audiences will not be exposed to branded messages or products, and without relevance they may be conscious of a presence but respond with “so what?” to it, and move on. Brands – in theory – should improve our lives, contribute to local and international communities and respond to our needs in ways we didn’t even know existed. A successful brand should resonate with us on a much deeper level than what is currently being banded around online under the umbrella of ‘digital marketing’ – don’t you think?

Either way, when planning your next marketing strategy, you should really give it some thought, and as long as you are customer centric, experience-focused and innovative with your brand identity we’re confident you’ll stay relevant and avoid being in that dreaded 73% bin list!



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