"Today's
advertisers don't have to worry about campaigns running amok like this elephant
in 1932 - but they do need to chase digital engagement" ("Going
digital: the future of advertising" by Andy Hart, BBC News Business April
19th, 2012). Today, thanks to the technological development, digital users or
customers can experience new products via many digital channels such as
internet or other web-browsers on computer or smartphones. And, online
advertising is one of trend for digital advertisers or planners. As in the
article "'Like' it or not, online ads are getting personal" of Adam
Ostrow on the CNN Tech site, "Is the future of online advertising one of
incredibly targeted advertising based on your interests, online activities and
Facebook "likes," or is it one dictated by robust privacy controls
that keep those details out of the hands of marketers?" In this article,
it mentions that marketing planners or advertisers can get perspective
customers by collecting internet users through cookies or web-browsers history.
For example, Facebook apps called Sponsored Stories this is one type of
advertisement when a user interacts with a brand on Facebook, his friends can
do the same thing. A reference from a global study "Context matters"
(2010) is that the morning is the time for social network activities and the
evening is the time for entertainments on the internet, and users tend to
open ads when they are surfing or searching information on the internet. It
opens the new idea about exploring advertising that can get the
attention of brands from internet users, especially in the current
situation of "Do not track" consideration.
"One
thing we know for sure is that offline principles still apply online: never
lose sight of your audience, simplicity wins and creativity rules" and
"Advertisers can't rely on users to just watch them anymore", it
is about the creative idea being the star rather than the
technology. (Andy Hart, Microsoft). Continually this thought,
"brands need to rethink their online advertising", why? As in an
aforementioned survey, from the results of about 65% of the responders say that
they are not very likely to view an online advertising. About the sex
configuration, this number is about 70%. For the social network ads such as on
Facebook, this woman responders number is about 60%. A comment from this
article says that it is because of the irrelevant of the ads.
There
are some suggestions of the author that I also think that they probably useful
for brand managers or brand marketers are as followed. First, testing online
advertising. Then, customizing the ads to relevant customers. Online
advertising will be more "personalised, contextual, relevant and
useful".
However, how to reach the
right person and show him the right thing he wants to know is not an easy
question to answer.
References:
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