I’ve never cared much for the fleeting impression. Unless it turns into a measurable outcome, impressions are simply an abstract estimate of the number of people annoyed by a campaign.
There, I said it—”annoyed.”
Interruption is not a viable communications model, not in this day and age, when our audiences are so firmly in control of the content they consume. Rather than barging our way into our audiences’ minds, instead communicators have a new charge. Audiences must view our brands as smart, interesting, useful, accessible, and human. It’s up to communicators to just craft this image and deliver the experience.
“Experience” is the cornerstone, and communicators have to consider customer experience as they create and publish content. To determine if your content is on the right track, ask yourself if the content your organization is publishing is REAL, which is an acronym meaning: