In the past few decades, there have been a lot of articles written on the effect marketing has on consumers to buy or influence our behaviours.
Due to this publicity, many people have started to have a negative view of mass marketing and its purpose.
As I’ve mentioned before in earlier blogs this month, we are bombarded with messages – often the ones that are well researched are the ones that are remembered by the consumer.
As we all know, the most memorable messages are the ones that stick out from the crowd – often “different” in some way, shape or form and possibly even controversial in nature. Ones that make the masses speak.
But do these controversial, memorable messages influence our behaviours? If you look at studies, you will find that many would say that they do have a strong impact on our thoughts and actions.
However, I beg to differ – personally, I don’t think a marketing message has the power to technically alter our behaviours. But...it may have the power to slightly influence what we think and/or what we do.
In my opinion, just because we see one billboard ad with a model on it doesn’t mean it will make us believe this body shape is normal or influence us to buy what he/she is selling.
Part of the problem with mass marketing is that we may not just see one ad like that but several and it is being sent via the mass media to people of all age ranges/cultures who will digest the message differently. This is where the marketing (not just ads) can tend to influence us more.
Also, this creates an unfortunate scenario where (possibly) negative messages can evolve from simple and (possibly) innocent intentions.
This fact is what has led to such negativity around mass marketing and its influence on us.
From my perspective, mass marketing on its own does not really have the power to influence but by multiplying it again and again it can.
What do you think? Tell me your views and how you feel personally and professionally about marketing and its influence on consumer behaviour. Enquiring minds want to know :).
Have a great marketing week,
AppleCrisp Marketing Solutions