The balance of volume and value in marketing
We’re in a content obesity crisis.
Everyone’s shouting. But fewer and fewer people are actually listening.
Should we switch gears, from chasing volume to delivering real value for overwhelmed consumer?
Our own Head of Growth, Emmaclare Huntriss, joins Creativebrief and a brilliant line-up of industry voices on the volume vs. value debate. Highlighting why more isn’t always better, and how AI (used well) can help us think sharper, not just work faster.
The brands that win won’t be the loudest. They’ll be the ones that whisper something worth hearing.
(A 5-minute read with a flat white and a florentine)
Do brands need to switch gears from volume to ensuring the value of marketing messages targeting overwhelmed consumers?
In today’s fragmented media landscape, where our digital diets are leading to information obesity, advertisers face a conundrum in how best to connect with audiences. With more content being thrust at us than ever, how can campaigns cut through the noise?
Frequency has long been debated by the advertising industry. In a world with so many different media touchpoints, is there still a magic number of messages before audiences become customers? The gap between an ad being noticed at all, to audiences feeling bombarded, is small. Now, as well as a killer creative idea, a savvy media plan to match is an art form.
At a time when audiences are fatigued by a tidal wave of content, drowning in the doom scroll, how can brands deliver messages with impact? If a creative idea resonates, it will stick with an audience no matter the scarcity.
In the complex landscape we asked industry experts; do brands need to switch gears from volume to ensuring the value of marketing messages targeting overwhelmed consumers?
Emmaclare Huntriss, Head of Growth at The Liberty Guild: “We’re in the middle of a content obesity crisis. Bombarded by thousands of messages all day, every day. And I don’t know about you, but my ‘scan filter’ is pretty ruthless these days. Anything remotely non-essential discarded. The odd irrelevant message? Forgiven and ignored. No big deal. But do it consistently, and you’re not just wasting budget, you’re doing damage. At best, you’ll be blocked. Worse, negativity builds.
So, what piques interest? Relevance! A message that actually means something. Want a place in my overcrowded mind? Make my life better! Solve a problem, tell a genuinely interesting story, or entertain me without the hard sell.
AI was meant to help. But it’s often just used to churn out more noise. Volume isn’t strategy. The real opportunity is in using AI to think better, not just make faster. As a creative partner. Helping marketers sharpen the idea, not just multiply the assets.
Messaging has to be smarter. More signal, less noise. Fewer messages, better crafted. Because when everyone’s constantly yelling from all angles for attention, it’s the brand that whispers something meaningful that stands out.
Let’s face it, attention isn’t really bought anymore. It’s earned! Through timing, empathy and a sprinkle of creative courage.”
Read the views from other industry leaders in the full article.
First published by CreativeBrief
Photo by Patrick Perkins on Unsplash
