SmartAds are paying up to $25 per month to smartphone and tablet users in order to watch and rate online advertisements. The ads that are shown are based off of your interests and your location. Once downloaded, the mobile application plays an advertisement on your phone or tablet. After the ad plays, the user can click through for more information, purchase the product or service, or share the ad/deal with friends on social media sites. If you are uninterested in the product or service being sold, the user can simply click out of the ad.
SmartAds are not the first marketing concept implemented in order to specifically reach a targeted demographic of consumers. Technology has allowed for intended audiences to receive a narrow, interest-based selected set of ads. The way in which these ads are delivered, via mobile phones and tablets, can effectively reach a group of consumers instantaneously. It is important to note that just as this technology is essential in marketing today, traditional means of advertisements are equally as important. Print, radio, and television advertisements are used in combination with technological advances in marketing, covering all bases when it comes to reaching a specific demographic of consumers.
Facebook and Google’s advertisements are based solely upon how individuals search the Internet. Amazon is the newest business to collect and use it’s users information in order to pinpoint the types of products consumers want to purchase through the types of products in individualized ads and the placement of these ads. Amazon currently holds the most data with its 152 million customer accounts. Amazon has taken its consumer based knowledge and sold its ad space to companies in order to find the most visibility in a product’s target demographic.
This form of individualized advertising will largely affect not just online advertising, but the entirety of the advertising industry. It is proven that consumers prefer specific advertising that falls within their interests. For example, if a consumer is searching online for cameras, advertisements recommending cameras will appear on the sides of web pages. This is a strategic advertising tool that is being used more and more. It is important to understand the new marketing and advertising techniques that are being used in combination with technology advancements. This will help your individual brand stay ahead of marketing trends while giving you new ways to make your company stand out amongst the others in your industry.
Television Marketing in 2013
Television commercials are beginning to be tracked with new types of data and research. One major type of data being used is gathered according to when a TV channel is changed. This technology can be made available through cable or satellite boxes. Speculation about the future of technology and television advertising is also leading to interactive TV commercials utilizing the viewer’s remote control. This interaction between consumer and advertisement already exists on the Internet and between television ads and mobile phones. A loyal consumer base can still be effectively sought out through television advertisements, especially as technology continues to improve the accuracy of its viewer data.
The continued cohesion and advancements between technology and traditional forms of advertising will only strengthen the effectiveness between the consumer’s needs and what the product’s ad has to offer its viewers. Target demographics are specific as a result of years of compiled research. However, as the future of advertising moves forward, technology has allowed for fine-tuned market research to take place. There is also a relationship, if industry appropriate, which proves online advertising used in combination with more traditional forms of advertising and marketing, including radio, TV, and print, can be most effective as the target demographic audience is expanded to every form of media available. It will be essential to keep up with television advertising and take note of how it will be evolving in the future.
Digital advertising, including anything on the Internet, has expanded through the use of devices in which users can receive Internet access from almost anywhere (think phones and tablets). This increase in online activity creates an even larger emphasis on the importance of your brand’s data as well as data in your industry as a whole. Data analysis can help companies identify tools needed to help better understand their business. For example, customer feedback can assist your brand in better knowing how to target your demographic base. Demographic data on consumers and users of your brand can help to increase specific needs related to support, strategy, and even pricing.
Traditional advertising is equally as important today. With the impact of technology, both must be used together and in an even more industry specific way than in previous times. Advertising must target the interests and needs of your brand’s user demographic in order to obtain and keep their attention. Technology has allowed the advertising industry to collect and keep track of target demographic data, sales, and more. However, how your company uses this information is more important in regards to what your brand can offer and how your users will notice these ads (whether it is through the Internet or by traditional media) amongst all the others fighting for users’ attention in your industry. What will make your brand’s advertising stand out?
Mobile ad spending totaled $4 billion dollars at the end of 2012. That amount is up 180% from the total mobile ad spending at the end of 2011. There is no doubt that mobile advertising is a leading industry in today’s world. Technology has evolved and expanded the definition of traditional forms of advertising. There is a lot of “noise” from advertisers which does not always effectively grab the full attention of it’s consumer base. Your brand must stand out from others in your industry. One way to do this is to use all forms of media available effectively in relation to your industry.
Traditional forms of media, including print, billboard, television, and radio ads, play an even more essential role in today’s marketing arena. These must be conducted in an inclusive way that attracts the attention of individuals while simotaniously leading the reader, viewer, or listener to find out more information online. Commercials can be viewed online today, as well as on television stations. Use these multi-levels of advertising to your brand’s advantage in order to creatively grab the attention of users, while keeping them engaged in your brand.
NBC Universal and American Express currently allows individuals to purchase items viewed during television programming with the use of a mobile phone. Viewers download a specific application on their smartphone, where they are then able to easily click to buy items. American Express customers are charged a one time fee of $35 in order to access the products using their smartphones. The products that are available are described as “inspired by” or seen on specific television shows associated with select networks.
This combination of television and mobile phone usage is one example of the trend of combining advertising, commerce, and technology advancements. Advertisers and marketers have tapped into what catches the attention of consumers and users through the use of new technologies. Creativity and media marketing are being combined with trends in technology to make purchasing products simpler and more fun for consumers. It is important to keep up with technology advertising trends that are used by marketers to inspire new, endless possibilities for ad campaigns.
Having quality content is key to marketing in the new economy. This content includes information on your company’s services, products, and more. Your content must be relevant to your brand, have up to date information, and be useful to your customer. Consumers must feel valued and want to experience the benefits that come from supporting your brand or company. However, quality content is not the only necessary factor involved. Creativity is just as important when it comes to marketing. Advertising techniques can begin to appear bland and overused to your demographic if they are not targeted in the most comprehensive ways possible. Using more creative means in delivering information about your company is a proven technique to help increase the visibility of your brand over your competition.
There are several different options by which your content can be seen in this new economy including traditional forms of media marketing (television, radio, and print ads) and non-traditional forms of marketing (Internet, videos, blogs, online newsletters and more). Use as many mediums as possible to enhance the visibility and validity of your brand through creative, relevant, and useful content. Be aware of what specifically benefits your brand and your consumer base when it comes to marketing messages that are directly used in your company’s advertising campaign.
Delta, an airline company, is one of several companies who have utilized the appeal of electronic billboards. Electronic billboards contain technology that allows the advertisement to appear more clear, colorful, and vivid to the viewer. These billboards are built and placed similarly to those of traditional billboards. The difference, however, is that electronic billboards use an LCD display screen to promote an advertisement. Electronic billboards are also simpler to rotate and change since this technology allows changes to be made from a computer. The rotation of ads can occur at anywhere from 6-10 seconds.
The benefits of using an electronic billboard to advertise on include their extreme flexibility, the fact that immediate alterations can be made to change the advertisement, and how weather conditions will no longer impact the visual display of the billboard. However, contracts can be higher than those of traditional billboards. As increased availability of electronic billboards continue to grow, the price to place an advertisement in a rotation will decrease. Electronic billboards are a perfect example of the intertwining of traditional forms of marketing and technological advancements, allowing for positive and effective change in marketing and advertising.
Nike, an official sponsor of the 2012 Olympics, will promote the Jordan brand through real-time promoted tweets on Twitter. The moment Team USA’s men’s basketball airs during the Olympic games, Nike will automatically begin live-tweeting relevant brand content and links. This ad campaign is part of the Jordan #riseabove campaign. These promoted tweets are targeting followers of Nike, basketball, and the Olympic games.
The combination of online marketing, including the promoted tweets, alongside traditional media in the sporting events in the 2012 Olympics has the ability to reach a wide demographic. It is becoming increasingly popular for consumers of media to watch television while searching the Internet. However, it is important for advertisers to understand this trend and embrace it, as Nike has. Use new technology to connect directly to traditional forms of media.
An Israeli ad agency decided to use a non-conventional means to recruit employees through the use of video gaming. The agency chose a specific video game, Diablo 3, to evaluate those who would be interested in a job position. A specific date and time will be used to evaluate the online gamers. This technique is being used as a way to observe the creativity of potential programmers.
The traditional, in-person interview questions relating to personality and creativity have been altered by this ad agency in order to appeal to the demographic of employees it is seeking out. However, this agency also did a remarkable job at marketing themselves as a company. The incorporation of gaming as part of an interview process promotes the agency’s name and the appeal of working with them. It is necessary to expand and try new tactics as a means to promote your company’s name, target your demographic base (whether it be employees or consumer bases), all while incorporating the available technology.