Steve Chung, founder of Snapchat, was recently quoted saying delete is the new default action. Following his $3b Facebook buyout rejection, he said people just want to feel light and free. The new buzz is ephemeral. And while Steve was referring to social media, parallels can be drawn to marketing strategies. Messages of kinds are going the way of short-lived.
Every day we’re bombarded by information: social media feeds, IMs, email and Ads. For the first time in human history it’s easier to create information than to delete. In his book "Delete", Viktor Schonberger explores why we need to reintroduce our capacity to forget. Viktor argues that forgetting is a critical part of our development process. Excessive information creates issues with effective retrieval and to compensate we more easily forget or rely on technology to selectively retrieve and remind.
So what does it mean for marketing and advertising?
Let's face it, most Ads are irrelevant. Out of context people just don’t care. They're just noise.
Delete has become the default action.
In the past, the strength of an offer was sufficient to drive interest and traffic...no more.
The strength of offer needs to be combined with an effective, real-time, delivery mechanism to make it contextually relevant. It's about reducing noise and providing information at the point of maximum engagement.
Enter micro-location and proximity engagement services.
It's all about to change: real-time and contextually relevant messages.