AWARENESS - The Low Hanging Fruit of Marketing

Long ago when the market was being driven by a few products and parent companies, Awareness was sufficient to drive sales. Just run Ads on either Print or TV or Radio and that could summarize all the marketing efforts. Being just present on one platform was enough because that’s where the awareness of the people was.

But now the awareness is not on one TV screen or channel or newspaper - It's spread across dozens of screens and hundreds of apps and thousands of websites. This exponential reach and potential caused by mobile electronic devices and the spread of information and connectivity caused by the Internet have made it easier than ever to interrupt people and be present in front of them. It is the cheapest today to showcase your message in front of large audiences in a matter of seconds and in a quantum of millions at a fraction of a dime per head.

This has caused the race towards getting Awareness. But since it has become easy and cheap, the awareness of the people has become more costly in terms of engagement. People are more ignorant and cluttered than ever before.

That is why Awareness has become the low-hanging fruit of Awareness.

The Real work is to not just buy their awareness but build meaningful relationships. By using this availability of awareness very judiciously. We confuse just getting this attention/awareness as the ultimate goal of the marketing. Whereas, it is just the first knock - the first handshake - the passing smile of a stranger. The real work starts in building the relationship. And that process can start only if the first interaction is not cringe-worthy - but a genuine empathetic message that reflects the intention to help them out. So that they can turn their awareness into engagement to listen more deeply about what we as brands have to offer them.