1 / 9

Future Trends in Advertising

Future Trends in Advertising. MKTG 340 Maureen O’Connor. The evolution of advertising has left us with a few key issues. The growth of promotions addresses marketer’s need for accountability, but isn’t great for brands Strong brands deliver bottom line value to companies

grady-lopez
Download Presentation

Future Trends in Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Future Trends in Advertising MKTG 340 Maureen O’Connor

  2. The evolution of advertising has left us with a few key issues • The growth of promotions addresses marketer’s need for accountability, but isn’t great for brands • Strong brands deliver bottom line value to companies • The advent of the Internet changes the relationship between marketer and consumer by opening up new channels of communications • Mass media audiences are fragmenting and shrinking

  3. Five Trends in advertising • 1. Momentum away from traditional media will accelerate • Marketers will need to move from the idea of delivering an “impression” to the idea of delivering “relevance.” • Increasing desire from consumers for entertainment, information and customization

  4. Trends • 2. Consumers will move from captive to interactive • Marketers must build relationships with consumers based on providing real value to the consumer • Product • Communications • Service

  5. Trends • 3. Digital opportunities will create new advertising models • Digital video will open a whole new way to advertise to consumers • Digital offers a brand rich environment that does not require outside media to deliver information and entertainment

  6. Trends • 4. Advertising measurement will shift • Promotions have been valued for their ability to “move the goods” which often conflicts with brand building. • This tension disappears online, where both activities can exist and support one another • Marketers will be better able to measure consumer behavior that leads to consideration, trial and adoption

  7. Trends • 5. Marketers will increasingly go direct to consumers • Using online sites to gather information about the consumer • To entertain the consumer with their own “proprietary” media

  8. What should marketers do to prepare? • Better explore and innovate online • Measure outcomes rather than methods of delivery • What was seen? For how long? How often? • Did the consumer move between information platforms? • What has the consumer’s opt-in activity been? • How many leads have been generated? How has store traffic changed? • Experiment by hiring young, innovative thinkers • Redefine the notion of advertising “effectiveness.”

More Related