To Advertising of 2013 and beyond

It is no secret that advertising is going digital, moving from the older print age. If I were to teach the youth of today about advertising there are several things I would make sure they knew.

This is one of the most dynamic and creative industries, one that changes rapidly. Advertising has changed in many ways due to new trends, different audiences, and different products.   The advertising industry holds more change than the previous 80 years. Increasingly empowered consumers, more ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.

Today consumers are increasingly in control of how they view and interact with the media.  This happens by filtering the advertising in a multichannel world, by shifting their attention from traditional TV to skipping ads, sharing and rating tools.  Thanks to technology, advertising is pushed forward by the introduction of new innovations and approaches for controlling online intelligence.

Advertisers are constantly trying to monitor and measure the amount of data across the web.  While social metrics like tweets, likes, comments and mentions record the consumer engagement, companies have yet to determine how these connections drive a company’s growth.  In the next few years’ companies will be able to connect the dots between engagement and customer possession.

With the rise of the smartphone, advertisers have been taking advantage of this method of online consumption.  Mobile ad clicks and purchases have been low, but in the years to come a new generation of mobile networks should support even better online experiences, creating more opportunities for advertisers.

With methods evolving and changing so rapidly, who knows where advertising will take us in the next five years.  Over the past decade there have bee massive changes to the digital advertising industry but the main objective to sell the idea or product remains the same.  As an advertiser you want to build a relationship with you customer and the brand. Building relationships are one of the most important aspect to hooking your customer. After all the change, some things just stay the same.


Smile while Driving…Das Auto

What is conversational marketing?  This is relationship formed by advertising for the new age of advertising. It involves personalized communication that can be written, verbal, online, etc.  And it involves listening.  One has to listen to the discussions that are happening about the brand and ask to be involved in the interaction.  Relationships are something that are formed, but conversations are ongoing and evolving.  This requires both the consumer and brand/product to participate. By both parties included, this strengthens the relationship.

An example of this would be the interactive advertising from Volkswagen. Soon there is going to be an app that gauges how much fun you’re having on trips in the car.  This app is for Android and is apart of Google’s  “Art, Copy & Code” initiative.    It should be released this summer, right when all the road trips begin.  It goes hand in hand with building a relationship with brand and consumer.  Volkswagen is trying to build this happy have adventure outlook by providing an app their audience can relate to.  Social media is all the rage and why not add another app that can track your every move.  The risks of this are some bugs that may come from this and possible hacks?  It hasn’t been released yet so I would have to write more when summer comes.


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