The Past
·
The time was mid 90s when mobile and internet
were introduced in India. But it wasn’t till the early 2000s that Marketers
started to warm up to the idea of adding mobile and web to their arsenal. The
use was pretty minimal. Send an SMS for a product/service launch. Take the TVC
or Print communication, adapt the banners (as one would adapt for hoardings)
and release on the internet.
This was the time of ‘Web & E-Advertising’.
·
By the end of that decade, however, things
changed. Mobile and internet penetration increased multi-fold. One riding on
the other. Electronic devices (computers/mobiles) became more and more
accessible. One saw OOH screens and digital signages. The horizon for Marketing
opportunities expanded to a larger canvas. This was the time of ‘Digital
Advertising’. However, this was more of ‘Branding and Visibility’.
·
2010 to 2012 saw a massive upsurge in people
adopting technology and new age media. High end mobile technology (iOS, Andoid)
became more and more pervasive and consumers went multi-screen. People embraced
social platforms and bared their lives online. Search became huge. Data and
information helped brands create powerful marketing campaigns which took the
baton from conventional media (TV. Print) and carried messaging that was
customized to the medium. The time of ‘Digital in Marketing’
The Present
·
2013 till present – The time when technology has
made it possible to go beyond Marketing. Words like “Experience”, “Engagement”,
“Co-creation/Crowd-sourcing”, “Community Building” are overpowering
conventional Marketing metrics like Reach, GRPs, Eyeballs, etc.
·
Technology has enabled one-on-one personalised
interactions; brands can slice and dice data and pick up real time insights
(through listening) to create powerful communication that not only conveys a
message innovatively but also goes on a step further and
-
adds value
-
provides utility
-
connects people
-
stands for a cause
·
Technology has fueled creativity and brands can
now communicate in a way that no one could have thought of a decade ago.
·
S
Some examples from the last two years that
showcase how technology has changed the way
Brands advertise:
1 Budweiser Lets You Make Facebook Friends
With a Clink of Your Pint
Budweiser Brazil, created the "Buddy
Cup," to change the way we connect
with each other. The cups are embedded with a chip -- when clinked with each
other, the two people become friends on Facebook. The cups are used during
Budweiser events.
2 Coke: Dance with the Coke vending machine
By following the dance moves displayed on
the machine, people get engaged with the Coke brand and enjoy a good time with
audience. As people pass by the vending machine, the virtual characters in the
screen calls for people's attention and participation. As people dance in front
of the machine, it recognizes the accuracy and dynamics of the moves people
make. From little kids to professional dancers, anyone can participate in the
campaign to show off their talents, share the fun, and get a bottle of coke.
The Future
·
Shift
from Engagement to Ingratiation: In the past, marketing interrupted
customers. Today is the age of engagement. Going forward, marketers will have
to ingratiate their brands with
customers. When a customer engages with a brand, it will need to know what
their preferences are—whether they’ve provided that through the Web or mobile
or a contact center—so that it can provide them information how they want it,
when they want it, tailored to their unique likes and dislikes, and do it all
very quickly.
·
From
hunches to simulations: The biggest shift will be that Marketers will move
from the famous “hunches” to “simulations”. Technology is enabling a new approach in the form of marketing
simulations. Rather than argue the merits of a new approach in
conference rooms, marketers will be able to test them in simulated environments
built from real world data.
·
Change in
4Ps approach: At a recent convention of leading CMOs at Wharton School at
the University of Pennsylvania, initial findings from the “Advertising” 2020
project were unveiled in which a checklist of best practices, some already
being implemented by innovative leaders, was cited: AGILE CHOPS, for All
Touchpoints Orchestration; Glocal; Insights from Data
and Privacy/Permission; Live Newsroom Model; Extended
(Opened) Innovation; Context; Human Emotion and Story; On-Demand; Prioritize
Adaptive Experimentation; and Social Impact.
·
Intelligent
Augmented Reality: Technology will be able to sense more than movements and gestures and deliver content
accordingly. It will be able to sense what your mood is, what you’re wearing,
what you’re eating, what you’re doing... And then deliver messages accordingly.
No comments:
Post a Comment