People talk a lot about using communication to make people aware of things. “We communicated it to them.” Awareness. What is being aware, really though? It seems to me that awareness is a recognition of some amount of information having moved from a source to receiver. Hopelessly generic. Difficult to measure. And almost surely a sign that a sender mostly wants to claim they’ve told somebody something. A marketer could ask someone if they’ve heard of a product or service and if they say yes, you could claim awareness. But is that really anything?
Awareness Sucks, Long Live Awareness
Awareness Sucks, Long Live Awareness
Awareness Sucks, Long Live Awareness
People talk a lot about using communication to make people aware of things. “We communicated it to them.” Awareness. What is being aware, really though? It seems to me that awareness is a recognition of some amount of information having moved from a source to receiver. Hopelessly generic. Difficult to measure. And almost surely a sign that a sender mostly wants to claim they’ve told somebody something. A marketer could ask someone if they’ve heard of a product or service and if they say yes, you could claim awareness. But is that really anything?