It hit me a little while back; the revelation that marketers and advertisers are trapped in a viscous cycle of inefficiency that is fueled by variables of control as much as variables beyond control (those set in motion by external sources that result from the conditions of an evolving society.) We (marketers) see advancing technologies as vehicles that provide new channels to reach customers, but fail to realize that in doing so, we create a larger degree of clutter through which our communication must breakthrough. We often gauge the scale of their efforts on a "share of voice" within a given category or sector, but what we are really competing for is a fixed commodity aptly coined "share of mind", the 10% of the human brain (give or take) that is allotted towards cognitive choice...
...has anyone else considered that less may actually be more when trying to engage consumers?
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