Why real fidelity matters for marketers — Ed Nevraumont // Marketing BS

Quotes

• “I think leading up to COVID, there was a lot of belief that fidelity didnt matter. That we could do things remotely and there are a lot of businesses that are 100% remote. We could do pure digital. Why advertise in a movie theater when you could do the same thing on an iPhone? Facebook proved that mobile marketing works, why do we need more?” - Ed

• “I wrote my essay in real fidelity in February 2020, COVID was an idea but it hasnt taken over the world and the idea was that fidelity does matter. So, as the size of the screen gets bigger, our engagement goes up.” - Ed

• “Seeing an ad on a big screen television has more impact than seeing it on a computer screen on a phone. Seeing it in a movie theater has even more impact.” - Ed

• “So let me ask you what that is. Seems to me that the impression matters. I can hold my phone to my eyes and that screen looks pretty darn big as opposed to sitting in a movie theater and watching a giant screen from far away. Im still consuming the media. Is it the environment that matters, is it the actual screen size?” - Ben

• “I dont know but I think its attention. As something gets bigger, as the fidelity increases, as the sounds get louder, as the color gets bigger, we give it more attention and thats the thing youre competing for in marketing. Getting the person to pay attention to you.” - Ed

• “At the extreme, people pay attention in real life far more than they do digitally. Humans know that and we pay for it. People will listen to music for free with their Spotify app or download and steal the music but they will pay hundreds of dollars to see a musical performance, live.” - Ed

• “Theres something about the focused attention that you get as your fidelity levels increase that impacts our ability to influence and engage with someone.” - Ed

• “Attention is the currency that we are actually trying to buy with our marketing efforts.” - Ben

• “I would never, ever argue that fidelity is the only thing that matters. I talked about it more as a contrarian aspect that its the part that weve been ignoring. Targeting matters a lot and Facebook is really, really good at marketing. Facebook ad units are very good at capturing your attention. So even if the fidelity is small, its built on the news feed, and it looks like a content as you scroll by, its easier for it to be something that you engage with.” - Ed

• “Im working on an essay like that right now. What is the future of live events? There are basically two elements that push against each other. One is this idea that weve been pent up in our houses for a year so people are going to be itching to get out. So theres going to be this pent-up demand thats gonna go nuts.” - Ed

• “The other aspect is that humans are real creatures of habit. Once you start doing something, were very slow to change to do something different. This year has developed all sorts of new habits. Whether thats speaking on podcasts rather than speaking at conferences, or talking to people in Zoom meetings rather than visiting them in person. These new habits have developed and theres gonna be a resistance towards changing.” - Ed