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Bought Media: Confused about Confused.com

What is going on with Confused.com’s Marketing at the moment? I liked it in 2009 when they were using actual people and showing their actual experiences of the website. I suppose it was a little trite, but it seemed genuine to me. I think people could identify with the characters in the adverts, who I think might have been real (with some direction) as opposed to actors.

[youtube=http://www.youtube.com/watch?v=ZcHoindeBBA]

But now, the main thing confused about them is their Marketing. Oh, that was cheesy, wasn’t it? Sorry, I couldn’t resist.

I recently heard on the grapevine that they sacked all their Marketing team some 12 months ago and completely replaced them. I didn’t actually hear about this at the time, so I’m not sure how reliable it is, but who ever devised their current ad campaign is severely off the mark. It just doesn’t make sense.

When I first saw their new advert, I thought they were starting a dating site, (not that obscure an extension, you know, aggregating the singles online), but no, this was just for their current proposition.

[youtube=http://www.youtube.com/watch?v=MeuaMuRP9FI]

Oh and by the way, the Confused.com character is called Cara Confused and she has a Facebook page, YouTube Channel and Twitter account

In the adverts they use the line ’20 million strong and growing.’ Though it’s 18 million in the advert above. I don’t know what this means. Is that 20 million visitors to the site, over what period? That’s not particularly impressive. Is this 20 million quotes given? I guess that’s better, but again, over what length of time.

Initially I thought that maybe this referred to some sort of community that they had created like Love Money have tried, but there seems to be no evidence of this on the site.

I don’t know. It’s confusing and, as far as I’m aware, not particularly successful.

I think Confused should go back to purely assisting customers and providing them useful information, rather than random gimmicks. More transparency, more genuine customer feedback.

As a side note: since researching this article, I now have Confused.com banners everywhere I look online!

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