How many times do you have zapping when watching TV? Do you remember the last advertising campaign that you saw in a billboard? Even though these questions should be quotidian for us, the reality shows that the answers probably wouldn’t be what we expected and are getting every time more surprising. Customers are no more sensitive about what they watch in TV or see in the street.
The Actual advertising saturation which all the media are submitted to without exception, leads the advertiser to search for new ways to make the message get to the target audience. The companies are investing their budgets in new advertising formats far from conventionalism. In this marketing metamorphosis we have to look for other solutions so as to get consumer’s attention. These following techniques are some examples of the new trends in advertising:
· Viral marketing: is defined as a group of techniques that try to take advantage of the pre-existing social nets in order to increase the knowledge of the brand. It is a new version that has achieved surprising effects without big investments or hiring mass medias. MySpace.com and Facebook are some of the most famous networks in which announcers can easily know the consumer profile so as to send him/her the proper advertising
· Product placement: As the traditional advertising are not sensitive to customers any more, new advertisings are directly put in television series and movies, entering directly in the character’s lives and getting into customers minds. An excellent example of that type of marketing would be Starbucks coffee, well known for being the place in which Sex in the City starring and many other celebrities usually have a coffee during the movie.
· Trade marketing: can be defined as the marketing made in the point of sales, what is normally stores or supermarkets. It puts emphasis in strong marketing and promotional campaigns once the customer has already came in the store and it’s getting every time more importance since the customers are deciding everytime more what to buy once they are in the store.
Since traditional marketing is no sensitive to us anymore, new different trends and techniques are being taken by marketers so as to get the desired effect in us. What would be the next advertising generation?
Laura - I'm sorry to be so critical, but I just don't think this blog post adds anything new or interesting to the conversation of customer insights and experiences. Viral marketing, product placement, and trade marketing are fairly established techniques now and you only provide a very superficial overview of them. Taking one of those and going into much more depth about the insights they are based on are the best kind of experiences to create that are valuable to customers would have been a better approach on this one.
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