We’ve seen this in advertising for mobile handsets: a majority of brands put out a laundry list of technical features and hope it will dazzle the consumer into buying. But when it comes to purchase decisions it is the emotional brain which rules.
I think its unfair to blame users for resorting to adblockers. As a blogger who has placed Adwords on my site (no, I don’t earn much from it) I can see why publishers feel deprived of their earning through adblockers. But summarily blaming those who use such Adblockers as immoral is not right. Why should they put up annoyances when they have an option not to. The onus is also on the publishers to not be greedy and cram every available space with ads, often intrusive and annoying. We all know how irritating it is when sports telecasts (especially cricket in India) are interrupted to accommodate an ad. If viewers had an option they would block it. Advertisers and creative agencies too need to work a bit harder in earning the online viewer’s attention.
At the #Zeemelt15, there were a lot of sessions and workshops which I wished I could attend. It was a case of being spoilt for choice as many interesting sessions clashed in terms of timing. Of course the event had its share of presenters who drone on and on or do a sell job of their company. Nevertheless, I hope Melt becomes a permanent fixture in the advertising world and travels to other cities too. More importantly, I hope the entire advertising industry supports the event through active participation across levels.
Marketers are still in the tick-box mode and do not seem to the think through the detrimental effects of a half-hearted social media presence, especially for customer service. All the good work done in advertising will be useless if service issues are not addressed on Twitter.
We often see ads were the role of the product is minimal. The trouble with this approach is that memorability and effectiveness depends a lot on execution and media spends. I love product-centric ads and among such, creative product demonstrations are a favourite. Herewith a few classic product demos over the years.
Of course, there are no hard and fast rules about how exactly should one approach Twitter updates – especially when it comes to celebrities. The one common trend about celebrity Twitter handles is that engagement or conversation is likely to be zero. But affinity can be built, one’s personality can shine through even if it is a one-way, ‘here’s what I did, feel’ type updates from celebrity politicians.
I love everything about the Snickers ‘you are not you when you are hungry’ campaign. It is based on a great insight, articulated well and the central idea is so ‘campaignable’. We’ve seen some great theme and tactical ads as part of the campaign. A new outdoor campaign takes it to the next level – actually showing people what the downside of being hungry.