Programmatic marketing is increasingly being matched by programmatic consumption, in which consumers avail themselves of algorithms to make decisions on their behalf, so saving time and attention for other things.
According to J Walker Smith, executive chairman of Kantar Futures, this “Know-Demand Economy” requires marketers to radically rethink how they interact with customers.
Writing in the current issue of Market Leader, he observes that consumers don’t simply spend money when shopping and buying, but also the currency of engagement – or the time and attention it takes to shop and buy.
“This is off the books for marketers, yet the currency of engagement is a real expense for consumers, and it can no longer be taken for granted that consumers will pay it.”
And this is what is driving a form of marketing resistance, which, he suggests, is not so much about dislike, annoyance or fear as a disinclination to pay that engagement cost.
Ad avoidance is nothing new, but the proliferation of channels has introduced “a problem of capacity” and that is one reason for turning to the recommendations of fellow consumers.
“Other people have done all of the work already, so utilising their information and guidance lowers the costs of engagement.”
Bron en volledig artikel: Warc