Before streaming platforms overtook television channels and smartphones were in everyone’s pockets, marketing may have seemed simpler. If you wanted to market to a geographical location, you might have booked an ad on the local radio station, or put up a billboard on the busiest highway of the region. Each advertisement took the customer on a straightforward journey—from prospect, through the funnel, and out the other side as consumer. Now, with so many ways to catch a prospect's eye, things are a little more complicated.
Most marketing is designed to drive action now.
“Buy today.”
“Limited time.”
“Act fast.”
But there’s a fundamental problem with that approach.
Serendipity Media LLC is a full-service media company and marketing firm. We launched our first publication, Groups Today magazine, in August 2002. Serendipity Media now produces five regional and national magazines.
The 95–5 Marketing Shift: From Chasing Conversions to Creating Demand