There once was a day when a town crier stood in the city square and proclaimed the news of the day to everyone at once, or a solitary town newspaper was the only source of information to all. Dating back to the time of the Romans, marketing in those sources was worth a fortune, since everyone’s eyes and ears were on one direct message. Now, consumers have countless ways to consume information from multiple media types, and what was once one voice and one clear message has slowly morphed into so many people screaming for attention that it’s overwhelming.
More voices and sources for information is not necessarily a bad thing, because of course, if you’re relying only on one, what if that source is wrong? But if there’s one thing that 2020 has taught us, it’s that your market is far more diverse than you probably realized. The people you’re trying to make a living providing a service for have a wide array of different opinions, backgrounds, propensities, and preferences. And they now have a world of options for how to consume their information. So, with all that noise, how do you turn their attention your way?