Electronics manufacturer LG had to pull an ad for its TV recording devices from Australian TV recently. Was it too racy for television? Not at all; the problem was that the advertisement listed the greatest benefit of the product in a way sure to get the attention of any TV viewer ? the ability to skip commercials!
This was something anyone could appreciate. The ad read: "When you replay, you can skip the ads.". After having its ads pulled, however, the company changed their ad, using instead the far less powerful: "And when you replay, you can skip straight back to the action."
The television networks won the battle, but it is obvious that consumers will win the war and they will be the ones able to choose whether or not to watch these commercials in the future.
1. Product placement, sponsorship and other "non-ad" ads.
I recently watched the HBO series The Wire and I couldn't help but notice the very clever product placement of Heineken in the series. Anytime the beer was on-screen, it was with the label facing the camera ? very clever marketing; it leads you to wonder exactly how much money changed hands. In Japan, where I spent some time recently, there is nearly no escape from advertising on television; the ads and programming are nearly indistinguishable! While most of us would probably prefer to keep ads and programming separate, this is a concept which is rapidly going the way of the dodo.
2. More precise targeting of messages, even mass media ones.
Following the inevitable rise of TV recording technology, some industry experts have commented that advertising is not dead, but that advertisers will be forced to target their ads more precisely at viewers to make them want to watch the ads.It's also fairly easy to conceive of a system that serves ads according to individual viewer habits and preferences, perhaps on a "pay per impression" or pay per action" model (mmmm? the Google Adwords of TV marketing?)While this concept would obviously be many times more effective than current mass-broadcast technology, it's still "push" marketing. While there's some mileage in this concept, search-based marketing is likely to return higher conversion rates and ROI (cf. Google Adwords Search conversion rates vs Content conversion rates - search is almost always higher).
3. Information marketing and lead generation.
Companies are increasingly in the business of giving away (or even selling) audio files, DVDs, white papers, reports and other informational products which allow marketing departments to generate leads while being able to focus the bulk of their efforts on highly targeted marketing campaigns. I myself am now running a number of lead generation campaigns for companies who once wouldn't have been at all interested in these sorts of direct marketing efforts.
4. Accountable, by-the-metrics marketing will become an imperative.
If you don't use targeted, cost effective and above all accountable marketing strategies, prepare to lose business. These include both online and offline marketing efforts.
5. Public relations and spin will out-perform calculated brand-building campaigns.
Companies are already putting more of their marketing budgets into making a news worthy stories out of their offerings.
6. Even narrower niches.
Getting larger market shares is going to become increasingly difficult, with more of a focus on very tightly focused target markets instead of diversification.
7. Blue Ocean Strategies.
You can bet that companies are going to spend more of their time and resources on trying to carve out a space in the market where they can dominate rather than trying to go head to head with the competition fighting over a shrinking share of the public at large. This will be the challenge. - 15275
This was something anyone could appreciate. The ad read: "When you replay, you can skip the ads.". After having its ads pulled, however, the company changed their ad, using instead the far less powerful: "And when you replay, you can skip straight back to the action."
The television networks won the battle, but it is obvious that consumers will win the war and they will be the ones able to choose whether or not to watch these commercials in the future.
1. Product placement, sponsorship and other "non-ad" ads.
I recently watched the HBO series The Wire and I couldn't help but notice the very clever product placement of Heineken in the series. Anytime the beer was on-screen, it was with the label facing the camera ? very clever marketing; it leads you to wonder exactly how much money changed hands. In Japan, where I spent some time recently, there is nearly no escape from advertising on television; the ads and programming are nearly indistinguishable! While most of us would probably prefer to keep ads and programming separate, this is a concept which is rapidly going the way of the dodo.
2. More precise targeting of messages, even mass media ones.
Following the inevitable rise of TV recording technology, some industry experts have commented that advertising is not dead, but that advertisers will be forced to target their ads more precisely at viewers to make them want to watch the ads.It's also fairly easy to conceive of a system that serves ads according to individual viewer habits and preferences, perhaps on a "pay per impression" or pay per action" model (mmmm? the Google Adwords of TV marketing?)While this concept would obviously be many times more effective than current mass-broadcast technology, it's still "push" marketing. While there's some mileage in this concept, search-based marketing is likely to return higher conversion rates and ROI (cf. Google Adwords Search conversion rates vs Content conversion rates - search is almost always higher).
3. Information marketing and lead generation.
Companies are increasingly in the business of giving away (or even selling) audio files, DVDs, white papers, reports and other informational products which allow marketing departments to generate leads while being able to focus the bulk of their efforts on highly targeted marketing campaigns. I myself am now running a number of lead generation campaigns for companies who once wouldn't have been at all interested in these sorts of direct marketing efforts.
4. Accountable, by-the-metrics marketing will become an imperative.
If you don't use targeted, cost effective and above all accountable marketing strategies, prepare to lose business. These include both online and offline marketing efforts.
5. Public relations and spin will out-perform calculated brand-building campaigns.
Companies are already putting more of their marketing budgets into making a news worthy stories out of their offerings.
6. Even narrower niches.
Getting larger market shares is going to become increasingly difficult, with more of a focus on very tightly focused target markets instead of diversification.
7. Blue Ocean Strategies.
You can bet that companies are going to spend more of their time and resources on trying to carve out a space in the market where they can dominate rather than trying to go head to head with the competition fighting over a shrinking share of the public at large. This will be the challenge. - 15275
About the Author:
About the author: David B. Ascot explains the latest on sales lead generation methods and your client levels will increase when following his recommendations concerning online lead generation.