As the marketplace evolves so do marketing strategies and advertising methods. Newer and better ways are devised to advertise or promote products and services to a consumer base whose expectations are getting harder and harder to meet and whose attention spans are getting shorter by the minute. Advertisers are met with these challenges as well as the added problem of people’s negative attitude towards advertising. Having been inundated by ads for so long and all the time almost anywhere people have grown to shun ads and are often feel irritated by their presence. Because of this traditional advertising methods are growing more and more ineffective and often do not get the desired results. People have grown quite adept in ignoring advertisements that all kinds of ad campaigns in whatever medium they are presented – be it billboards, magazines, TV, and even the Internet – are fast becoming a waste of money due to the minimal positive response they draw in comparison to the huge amount of money an ad campaign entails. Businesses are therefore growing wary of ad campaigns and realize that there is a need to find newer and more effective advertising methods. Advertisers are seeking answers to answer the problem in advertising and are finding more creative and technologically advanced ways to help their clients promote their product to their target audience.
Some people forecast the demise of the advertising industry in the future. This, however, is not going to happen. Advertising is necessary for businesses to thrive and will continue to be an important marketing tool. According to a paper on Thoughts about the Future of Advertising, “the question is not will advertising continue to be an important tool of business communication but simply, what forms will advertising take in the future?”
The future actually holds much promise for the advertising industry. With the new advancements in technology there are more hi-tech ways to advertise. The limitations when it comes to advertising in the future will not be due to limitations in technology but only come from limited creativity or even budget. But for advertisers who are inventive and creative, the future is bright indeed.
Smart Ads
The Future of Advertising is already here. According to David Freedman the future of advertising lies in smart ads. Smart ads are ads that target specific people, promoting products to them that they are already looking for or are interested in. Because smart ads allow advertisers to target specific people instead of having to show the ads to an entire mass-market, smart ads makes for cheaper advertising. Smart ad campaigns can be launched for a fraction of the price of advertising campaigns using traditional advertising.
Smart ads have actually already arrived. For people who think that smart ads are still a thing of the future the first few smart ads have actually been around for a few years. The Internet has revolutionized advertising and brought to us the first kind of smart ads, which started as simply targeted ads. A good example of this is the Google AdSense. Google AdSense uses the concept of contextual advertising. AdSense show ads depending on the content of the web page the Internet user is currently browsing. The textual content of the web page is analyzed by Google and depending on the keywords found in the content, AdSense will show ads related to those keywords. The concept is that people are interested in what they are reading about and is likely to be interested in buying products or services related to the topic.
Cool Companies
There are some advertisers who have brought smart ads to the next level by not only changing the medium but also the presentation of the as making for real entertaining and innovative advertising. Since the ads are still targeted the new smart ads make for effective advertising too. Some of companies, cited in an article called The Future of Advertising is Here, are paving the way for smart ads. The companies are:
• Claria – Claria offers behavioral targeting services which track the online habits of Web surfers and hits them with relevant advertising. Although the Internet is still the media of choice behavioral targeted ads is a big step forward towards the refinement of targeted ads.
• Enpocket – Sends ad messages, coupons, and branded video files to mobile phones—in some cases tracking the phone’s location. Although mobile phone advertising is the next big thing people are getting wary of it due to the high probability of text spasm emerging.
• Pulse – Online tools turn a photo of any person or animal into a lip-synched talking head for viral ad campaigns. Ads of this type ought to be fun and will surely be a success as a viral ad campaign because people are sure to pass it on.
• Zebra Imaging – Zebra imaging brings us closer to the future by producing large promotional holograms that make images of objects or people stand out in 3-D—no glasses needed.
• Experian – Although it may seem boring from the consumers’ point of view, what Experian does is vital for market research. Experian collates consumer data to predict which people are likely to be in the market for particular products.
• Reactrix – Reactrix like Zebra is uses new technologies that will surely impress customers and get people’s attention. Reactrix has developed a motion-sensitive projector that turns any surface into a crowd-drawing, brandable interactive display.
• Massive – Inserts ads via an online connection into video games while they’re being played. Coming is technology that will adapt the ads to individual players. Massive’s technology will help advertisers with their ad placements.
Future Smart Ads
In the future smart ads will surely be everywhere. Some of the foreseen “prime real estate” to show smart ads will be:
• The elevator – For lack of something to o in elevators, people will surely watch entertaining ads.
• Shopping carts/cards – More than a concept already. Shopping carts and swipe cards combos already exist wherein a swipe of the card will produce a personalized shopping list for the customer. The cart also gives out coupons for competing brands of products chosen by the customer.
• Taxis
• Digital billboards – Digital billboards already exist but billboards of the future will run smart as depending on the expected kind of traffic passing by during specific times of the day.
• Cell phones – Cell phones are considered to be the ultimate smart ad device enabling advertisers to target specific individuals anywhere at anytime of the day.
Mobile marketing is an excellent way for you to connect to your intended audience in an effective manner every time. There are several benefits to using this time of marketing and you may not realize the potential it creates for your business. Finding that all important target moment when it will strike the individual just right is the difference between effective advertising and a waste of your advertising dollar. Here are some things to consider about mobile marketing.
One of the many benefits that mobile marketing works well for is the simple fact that it is personal in nature. Consider the fact that instead of advertising on a huge billboard and hoping that those that drive by will see it, you are giving personal attention to the individual. Instead of hoping that the channels don’t get changed when your commercial comes on, send it right to the individual and know that when they glance at their phone, they already have your message. This personal touch is quite powerful.
Another option is the immediacy of mobile marketing. You don’t have to wait for them to act as many times they have the ability to click through the message to obtain information about your product or service right then. One of the hardest tasks in marketing is getting the message out and then making it stick. This method works well as the action can be taken immediately. That gets you immediate results for your advertising.
With hundreds of products coming online each day, it is hard to make one product or one service stand out against the rest. With mobile marketing, the audience you are targeting gets your message about who you are, what your business is and about what products are available immediately and they can then act on it. Mobile marketing is fast becoming the most successful type of marketing. Look for it to continue to grow as the world becomes even more mobile advanced.
Mobiles have become an inevitable object in everyone’s lives. Eight out of every ten people on the road have a mobile. And this is the reason why marketers find it easier to reach to their clients through mobile marketing. Mobile marketing can be simply described as the technique of marketing products on mobile devices like personal pagers or mobile phones. There is a yet another way in which, people can describe this marketing technique. The promotional campaigns that are carried out on a moving fashion can also be called as a technique of mobile marketing.
This marketing technique, has taken a rise ever since the popularity of the mobile phones in places across the globe. More specifically, the growth of SMS services in mobile phones have increases the tendency of the marketers to promote their products and services through mobile marketing. Over the past years, SMS has risen to become an essential advertising medium. With the help of technology, marketers have been able to evolve various techniques in which, they can effectively promote their business online with SMS marketing.
As a matter of fact, the technique of this on the move marketing had actually received a negative response from the audience, who considered it to be a SPAM method of illegal promotion. But gradually, as more and more brands began vouching for the process, and relevant results were also visible, it became acceptable by the audience too.
The greatest benefit of utilizing mobile marketing campaigns for the promotion of your business is that your campaign never goes waste. The fact that the mobile devices are always available with the targeted audience makes your advertising campaign a 90% success, in comparison to other marketing services like email marketing or banner advertising.
Today, mobile marketing is restricted not just to SMS but have also adopted other unique services that have become popular in the mobile industry today. They include MMS, Games and even mobile Internet. The availability of Internet on the mobile has proved to be a good progress in this marketing strategy providing it with a better hold and a stronger presence.
Naman Jain is an Internet Marketing professional, presently working with Rupiz Media, one of the leading online marketing company offering expert SEO services, pay per click, affiliate marketing services,UK web development services and website designing solutions over the globe.
Marketing industry is making use of the mobile facility in a very efficient way and this is a reason why mobile marketing is moving slowly towards the growth prospects. How many times a day does your mobile receives promotional messages? Well! Surely the average answer would be at least 4-5 times. It is the mobile marketing facility that updates you personally about the new offers and availability of the products.
Mobile phone is used as a potent tool of communication by advertisers to communicate their message at a very personal note. It is the SMS, MMS or a simple call feature that is used in the mobile marketing to communicate the message. With the growth of market size it has become very difficult to reach the targeted audience through a single media tool therefore the media mix strategy is used to reach the right people. Mobile marketing is slowly becoming a part of media mix to reach a major part of targeted audience.
It is also estimated that a large amount of money is not invested in this form of marketing to cover the maximum market size. Brand building and promotion is now possible through SMS campaigns. Regularly the users are updated through an SMS about the latest happenings of a particular brand. Mobile marketing is not an expensive way to reach the targeted audience because the cost of a SMS is very economical as compared to other forms of media.
Advertisers/marketers make use of very powerful words in a promotional SMS to reach their audience in the most attractive way. Their aim is to capture the attention of users as soon as they open their message inbox. Interested users even write back to the promotional message to either know more about the schemes or buy the products.
No doubt that mobile marketing technique is beneficial for advertisers and targeted audience as well. Advertisers can reach their targeted people within a reasonable budgeted amount and the users can easily get updated with the latest information. So, if anyone wants to promote a good/service then mobile marketing must be a part of media mix for promotion.
Naman Jain is an Internet Marketing professional, presently working with Rupiz Media, one of the leading SEM company offering expert SEO services, PPC Advertising, Article marketing services,drupal development, UK web development solutions and website designing over the globe.
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