Relevance, relevance and more relevance

Channels have exploded since 1992 and ads are everywhere today. We are bombarded with 2,500–3,000 advertising messages on a daily basis, the number of brands has doubled over the past 10 years and supermarkets sell hundreds of different kinds of yoghurt.
Troels Hansen has been following trends and developments in marketing and consumer behaviour for many years.
“Opportunities for communicating are endless today. The only way to cut through the media noise is relevance, relevance and more relevance.”
Very few people actually click on the banner ads on a newspaper’s website. They want individual messages, not mass communication – and the direct advertising segment is growing. Marketing has to generate more business.
“Administrative communication is also marketing communication. If you use invoices as your communication channel, everybody will read them and most people will keep them – even after they’re paid.”
Invoices are a good way for companies to give customers relevant and personalised information. Instead of trying to stick out – in the right light – in the 92 million search results on Google.
“The letterbox will not become a wastepaper basket. It’s the communication channel of the future,” says Troels Hansen firmly.