As advertisers explore new portals to reach their target audience the on going question becomes more prevalent - are the messages reaching and influencing audiences, are they changing behaviours?
We receive messages via the newspaper,radio, television, billboards and online but as our online presence increases so does the quantity as well as quality of messages. Online advertising comes to us in many different forms, these include texts ads, display ads, pop up banners, video ads, email ads and the list goes on. According to www.webadvantage.net brands target consumers according to:
user behaviour
geographical location
context - ads relating to the websites we are currently surfing i.e sports ads on sports web pages
Using these three methods advertisers can shape and disseminate their messages with a lot more accuracy providing the consumer with relevant messages. According to David Scott (2007) author of New Rules of Marketing and PR "...the most effective Web strategies anticipate needs and provide content to meet them, even before people know to ask. Marketing on the Web is not about generic banner ads designed to trick people with neon color or wacky movement. It is about understanding the keywords and phrases that our buyers are using and then deploying micro-campaigns to drive buyers to pages replete with the content that they seek.”
.
With the recent launch of the iPad, Apple is set to launch a new advertising mobile service as through the iPhone and iTouch they have recognised the niche for mobile advertising. iAd will be launched with the next generation iPhone, Steve Jobs Apple's CEO explains that "64% of iPhone owners regularly access the mobile internet via their handsets, while the average customer also spends 30 minutes a day on various apps."
The launch of this new platform speaks to the increase of consumers "on the go lifestyle" - advertising is now literally following us everywhere we go! Below is a demonstration video at a recent Apple forum showcasing how the iAd works on the iPhone.
So as the online drive increases through the computer as well as mobile phones are advertisers remembering the "I" in advertising- are they remembering you and me
References
Scott, M. D. (2007). The new rules of marketing and PR :how to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly.Hoboken, N.J. : John Wiley & Sons, Inc.
Apple plots mobile advertising revolution. Retrieved April 12, 2010 from
http://www.warc.com/News/TopNews.asp?ID=26556&Origin=WARCNewsEmail
Apple's iAd platform called a 'billion dollar opportunity. Retrieved April 12, 2010 from,
http://www.appleinsider.com/articles/10/04/09/apples_iad_platform_called_a_billion_dollar_opportunity.html
Types of online advertising. Retrieved April 13, 2010. Retrieved from, http://www.webadvantage.net/internet-marketing-services/online-media-buying-planning/types-of-online-advertising
Nike iAd demo iPhone 4. Retrieved April 12, 2010 from, http://www.youtube.com/watch?v=COYWHpl0aLU
Kellisa Belgrave
Subscribe to:
Post Comments (Atom)
As far as I see it, the whole "app" thing is creating a need, although there noone has needed it before.
ReplyDeleteThe concept works pretty well as the mobile phone will become more and more important for our communication in the future.
When searching for "application IPhone" on google, there are 116.000.000 results. This number says almost everything about how much we apparently need Applications.
For me, it´s still more a game than something I really use.
I don´t understand why we should play the flute on the iPhone rather than on a real flute.
Anyway, I love this:
http://www.youtube.com/watch?v=kfrONZjakRY
Shebley say…
ReplyDeleteI totally agree with you Kellisa on the usage of these methods in conducting market research to obtain information on customer’s demographics background as well as identifying their purchasing behavior. However, I have one question in mind…how sure are we that the marketers are only striving to gratify the consumer’s needs and wants and NOT trying to manipulate their purchasing behavior? By engaging with persuasive communication and attractive advertising/marketing promotions, the marketers are actually ‘pushing’ the consumers to purchase something that they don’t really need at that particular point of time. Is it ethical?
Quiet a valid point Shebley and I find myself asking that question when viewing advertisements as well as when I am out shopping. I believe the answer to that question is market research. That is why there are so many versions of one product out in the market today. But with reference to new products and not "twin (duplicate) products" it still comes back to research and brands understanding and creating products that speak to our needs rather than our wants.
ReplyDeleteThe questions is why are we purchasing these products - if we do not buy we do not support the market for these product and they will disappear. The success of a product is in the hands of the consumer.
It is hard to justify purchase behaviours as every person and every culture has different needs and wants - what is right for me might not be right for you.
I believe it also comes down to the demographic they are marketing to - who has more of a disposable income to purchase this product or who is willing to spend the money on this product (high ticket item or low ticket item.)
I suppose marketers believe and also gain the knowledge from research (if it is done properly) - So why not put an item out there on the market you never know who may be, you don't know may need it and how it will be accepted.
To add to my response above, I just came across this recent report our of London from WARC.
ReplyDeleteBelow are a few highlights.
A majority of marketers around the world do not believe that their agencies are sufficiently "results driven".
74% of participants argued that agencies did not have the tools and insights in place that would enable them to focus their campaigns on the right target audience.
A further 71% of contributors suggested that their creative partners were too "awards driven", and more interested in improving their portfolios than boosting brand sales.
Now this says so much about the direction that the advertising industry is going. I can relate to these findings through my personal experience as I found they were times that the agency I worked for were not creating strategic campaigns but rather creating what they thought was cool, would win awards, would just look good.
In regards to marketing a product that a person does not necessarily need but may want, the link belos is an example (and I am sure many people would disagree with me) on a product developed by Nicorette to help smokers throughout the quitting stage. I had to ask myself wasn't the gum just enough? I guess market research proved differently.
http://www.youtube.com/watch?v=jj6kZnpehec
Reference
WARC.Most ad agencies still not "results driven". Retrieved April 14, 2009 from http://www.warc.com/News/TopNews.asp?ID=26571&Origin=WARCNewsEmail
Nicorette Inhalator TV ad UK. Retrieved April 14, from
http://www.youtube.com/watch?v=jj6kZnpehec
Kellisa Belgrave
Kellisa,
ReplyDeleteI think that advertising online is also consumer driven. It is more targeted and the marketer can know the consumer behaviour based on their online behaviour which makes it easier to advertise to a particular group of people.
It is also interesting the way advertising is taking shape online, with one click a consumer can go through the whole process of finding out more about the product, comparing prices and even purchasing a product. Online advertising allows for not only great exposure of the product but also for further research on that particular product. I can only give my examples of booking flights and hotels for my holidays. I can check a great deal of websites and get even a 60% off on one site for a room at a rate that is no offered by that hotel! This was not the case pre-internet era.
References
eMarketer (2010). UK News and Information in a Converging Marketplace [Online]. Retreived on 9/04/2010 from http://www.emarketer.com/Article.aspx?R=1007619
eMarketer (2010). Most Web Users Rely on Cross-Channel Shopping [Online]. Retreived on 9/04/2010 from http://www.emarketer.com/Article.aspx?R=1007622
n0q28e1k52 l2x25r2a77 a2q10h1j45 z1a86q7v41 q4v10u4k25 z0x02h0h23
ReplyDelete