As if most of our challenges are not already… well, challenging enough.
Do we really need our challenges exploding on us?
But Adam Penenberg, a leading tech writer and prof at New York University, believes the exponential growth of “ad blockers” is a warning sign we should take seriously.
Audiences everywhere have grown tired of being targeted by folks like us (retailers, marketers, politicians, schools…) and now they’re finding it easier to just tune us out altogether.
For sure, we have a wide variety of communication tools to draw from, but we’re still in a horrible place tactically according to Penenberg.
Today’s audiences members have made it clear.
Acquiring their attention will take more effort than before.
Apparently (if we didn’t already know it), we’re no longer dealing with yesteryear’s body of “stakeholders.”
They’re not shy about telling us about the kind of future messages they want to receive.
“Give me something I want or might like.”
“Tell me something I’d enjoy hearing about.”
“Don’t waste my time with something boring.”
“To catch my interest, add value to my life.”
And this sentiment is exploding.
We’ve got our work cut out for us.
And creativity, empathy, timely, and relevant are our new cornerstones.
Sometimes I wish there was another way.
But Penenberg says the only alternative is to “pay people directly” for their time and attention.
I sure don’t see that happening anytime soon, do you?
I can’t even pay you for the time and attention you give me!
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