Electronics maker LG was barred by all TV stations in Australia from televising an ad for a TV recorder that specifically promoted the benefits of skipping ads.
The ad said something which every viewer could appreciate: "When you replay, you can skip the ads." However, after networks pulled the ad, LG had to submit a different ad for the product which featured the considerably less appealing: "And when you replay, you can skip straight back to the action."
While the broadcast networks have won the battle, the war is definitely going to go be won by the consumers, who will, of course, be able to skip commercials, so advertisers will have to find other ways of reaching viewers.
1. Greater use of product placement, sponsorship and ads that aren't ads.
I've recently been watching an HBO Drama The Wire and one thing that caught my eye is the omnipresence of Heineken beer, usually featured with the label nicely facing the camera. Obviously some moolah is changing hands there. I've also lived in Japan, where I swear almost everything on TV is an ad. Whenever a product, place or event is favourably reviewed, you can bet dollars to doughnuts that money is involved (a fact that is almost never disclosed). Me, I prefer journalistic impartiality, but that's clearly on the way out.
2. Precision targeted ads.
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. Increase in information marketing to generate leads.
Reports, White Papers, DVDs, Audio Programs, software etc. will be given away (or sold) with the aim of enticing prospects to "self-select" and allow advertisers to focus their energies and promotional dollars on high-probability prospects rather than anyone and everyone. I'm now currently conducting lead generation campaigns for companies who traditionally wouldn't have touched this "direct marketing" stuff with a bargepole.
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.
We're already seeing more companies dedicating a larger slice of their marketing dollars towards press releases and other methods which can make their products and services into news ? and this is a trend which will only get bigger.
6. Tighter niches and greater specialisation.
Gaining a larger share of the market has become a lot harder to do ? and it s something you'll see companies turning away from in favour of targeting smaller and smaller niche markets instead.
7. Blue Ocean Strategies.
The rewards of value innovation will become even greater as smart companies refuse to mash themselves to a pulp butting heads with their competitors in hyper-crowded markets. Instead, the most successful companies and brands will strive to create uncontested market space - easier said than done.
The ad said something which every viewer could appreciate: "When you replay, you can skip the ads." However, after networks pulled the ad, LG had to submit a different ad for the product which featured the considerably less appealing: "And when you replay, you can skip straight back to the action."
While the broadcast networks have won the battle, the war is definitely going to go be won by the consumers, who will, of course, be able to skip commercials, so advertisers will have to find other ways of reaching viewers.
1. Greater use of product placement, sponsorship and ads that aren't ads.
I've recently been watching an HBO Drama The Wire and one thing that caught my eye is the omnipresence of Heineken beer, usually featured with the label nicely facing the camera. Obviously some moolah is changing hands there. I've also lived in Japan, where I swear almost everything on TV is an ad. Whenever a product, place or event is favourably reviewed, you can bet dollars to doughnuts that money is involved (a fact that is almost never disclosed). Me, I prefer journalistic impartiality, but that's clearly on the way out.
2. Precision targeted ads.
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. Increase in information marketing to generate leads.
Reports, White Papers, DVDs, Audio Programs, software etc. will be given away (or sold) with the aim of enticing prospects to "self-select" and allow advertisers to focus their energies and promotional dollars on high-probability prospects rather than anyone and everyone. I'm now currently conducting lead generation campaigns for companies who traditionally wouldn't have touched this "direct marketing" stuff with a bargepole.
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.
We're already seeing more companies dedicating a larger slice of their marketing dollars towards press releases and other methods which can make their products and services into news ? and this is a trend which will only get bigger.
6. Tighter niches and greater specialisation.
Gaining a larger share of the market has become a lot harder to do ? and it s something you'll see companies turning away from in favour of targeting smaller and smaller niche markets instead.
7. Blue Ocean Strategies.
The rewards of value innovation will become even greater as smart companies refuse to mash themselves to a pulp butting heads with their competitors in hyper-crowded markets. Instead, the most successful companies and brands will strive to create uncontested market space - easier said than done.
About the Author:
Author: David B. Ascot explains the latest on sales lead generation strategies and your customer numbers will increase when following his recommendations concerning online lead generation.
No comments:
Post a Comment