Interaction with your customers in today's business world has become a must.
This all sounds much too strong a statement? Well, maybe "must" somehow exaggerating what today's reality, but it is indeed true, since all hear what you are, marketers and advertisers talk lately concerns interactive media, such as changing their views and how much are it is gaining momentum.
Shows, in fact, a recent research from WPP GroupM that shares of Interactive MediaGlobal advertising spending is likely to reach 15% in 2009, which would double from four years ago. And apparently this is still the main source of growth, given that advertising spending in traditional media seems to be on the decline.
So what is all this?
On Labbrand we have looked at how interactive media is changing not only the world of advertising, but also branding process in general.
Our starting point for this article comes from the core of our ownBrand Vision: the key to any successful brand is continuous innovation. Makes sense, since at the top and differentiation, when you are you're there are the main means brands have to win the needs of the market and ultimately customer loyalty.
Obviously, any well thought-out communication strategy will be well educated, balanced to the brand communication to reach different goals. As for increasing brand awareness has mass, the traditional media and is still betterpowerful tool that a brand can use, especially in the short term.
If, however, brand communication analysis from a wider angle, it is clear that the traditional instruments are outdated. TV and radio spots, Web banners, sponsored links, magazines and newspapers ads, posters ... For decades people have been dictated by a variety of advertising messages, what to do to buy bombed, and how so. Well, there's the chance to answer, people can and want their opinionon this!
In addition, and perhaps even more importantly, the changes in the market at a faster and faster, it has come to understand more and more difficult for marketers to spot new trends and to develop products and services in connection with their customers.
In this context, interactive media, giving marketers a practical tool to:
1) implementation of interactive advertising campaigns, either through the involvement of consumers in the creation of the ad or creative and they showIn the message through interactive media.
2), the consumer brand experience outside of your purchase similar environments. Interactive media give people the tools to try to play and live your brand, which is finally forging a closer link between this and the potential or existing users.
3) conducting research among groups of consumers, which are collected online, in communities, networking sites, blogs and industry, which are connected together or through interactive media,Devices.
4) empowering consumers with the means to create cooperation and joint development of new products and services.
These four issues are, what we believe is the reason why taking interactive media, and even more in the future, such an important role for advertising and branding.
Interactive Advertising
Professionals have been talking about this for a decade or so before, but it is only in recent years, marketers have begun,Design and deployment of interactive advertising campaigns. And apparently, the initiative was really successful, as more and more brands are now following example pioneers.
One such example dates back to 2004, when Converse launched one of the first interactive advertising initiatives to date: Consumers were asked to show videos of what the brand meant to create for them. The result - the Converse Gallery - 24 seconds is a collection of videos, all from customers, the best of themwere posted on the Converse broadcasting and cable networks. Getting consumers to do when creating ads have promoted the brand image among target groups. Also videos from fans of brands is designed to intelligently could very well the true meaning of the mark in the minds of consumers "address, in a way which is more important than the traditional advertising messages.
And what's with the newer Nokia's Project 95 in China? The brand launched a blog-N95 supports Roadshow: Peter Schindler, aexperienced travelers, was asked to do a one-man road trip across the country, and maintain a mobile blog the whole experience. What to show for an intelligent manner and advertising for the mobile capabilities and functionality!
Point out what is really important here is the fact that even if brands want to ignore interactive media, interactive media are not likely to ignore them!
Online communities, networking sites, industry blogs or user ... Brand of fans and consumers groups are well and active. Momstalk to each other from one side of the world into the other diaper brands (often by means of the brand itself: P & G) activated Research Section, while sports fans get a vote on the latest trends and models of their favorite brands through communities. Communities recommend, advise, assess, and complain about brands and creates excitement that the brand can affect both positively and negatively. And they do it regardless of the brand itself.
By ignoring them, brands can be wiped off theNoise. However, by being elegantly can participate brands and somehow the conversation within the community. And if it is true that it would "Buzz Advertising" is not easily controlled, it is also true that it can spread virally, and it can immediately launched an awareness of other products and brand messages to awaken among the users.
BRAND EXPERIENCE
And what can be more than initiatives in interactive brand experience? These can not be called direct advertisingBut in the end they create a relatively brand awareness among the industrial fans, while more than one ad in stimulating customer retention.
Take for example Nike ID. The sports brand website gives people the tools to build the on-line custom-made shoes, which can then be purchased on order. The attraction here is not really selling customized shoes (even if triggering sales can never be disposed of - and what is advertising, if not trigger sales?) Rather, inAllow customers to play, experience and live Nike, finally feeling unique and irreplaceable.
Exemplary interactive brand experience campaigns in Asia can be found be found in the Adidas "The Tower" campaign. This was the year 2007 in China was South Korea, Hong Kong and the Philippines, and entirely on an interactive digital web platform that enabled users to develop "live" a rookie first season in the NBA on. Web users were given access to exclusive recordings and 3D gamesCreate a 360-degree experience of the Games. Ultimate goal? Of course, to the binding of Asian basketball fans at the adidas brand, but also buzz advertising, their consumption behavior of NBA products and use the sponsorship to create arrangements in the Asian region.
RESEARCH
If it is true that the above uses of interactive media for advertising and brand experience can be very valuable for the creation of a unified, multi-layered and integrated brand communication strategyequally true is that interactive media can still be beneficial for the implementation of consumer and trend research.
Especially if lifestyle changes identify and track trends over time, researchers can use interactive media to build or existing online communities, web and use mobile panels and then to treat this as a dynamic, real-time instrument be to tap the brain targeted respondents and discover valuable insights.
Note, however, that this simple data-mining existingBlogs can not have meaningful market and consumer insights make for themselves. Communities need to be nurtured and strengthened, the participants must be carefully selected and motivated, and moderators have the ability to have with the community, without it having their own lives.
Look at what P & G has done with Vocal Point. The company has an online community for products and services, maternal care centers created and want to talk about it. Community conversations range fromBe brought entertainment to fashion, from music to food and beauty, and the findings from this community, not only used by P & G: Vocal Point feedback is also sold to third parties!
Even more interesting are the possibilities of offering mobile phones. Recent polls tell us that there are now three times as many mobile phone lines, Internet access subscriptions because it: with 40% global penetration rate of mobile phones are an incredibly effective tool for implementingtargeted, real-time, broad reach interactive research.
If managed properly, will allow mobile marketing research to reach a very large pool of respondents, t rational choice based on their target very precise characteristics, to use not only text but also pictures and videos do questions and answers, and eventually all this in real time.
The possibilities here are numerous. It is for the researchers but to benefit them. For the successful managementdemonstrate the utility and the audience through a new method can be quite tricky.
Co-Creation
With interactive media, to provide your customers with the tools to could be the creation of a product-development process and contribute to a unique opportunity to strengthen the brand R & D represented skills. There are indeed quite a few companies that the global design and product development and competitions have thrown, but few truly the best of the involvement of consumers in co-creating theBrand.
Again, we can not avoid mentioning P & G play in this section, as well as external collaborations reportedly an important role in nearly 50 percent of the company's products than today, and co-creation includes everything in the society of Marks and packaging to marketing models and engineering, and business services and design.
But someone has even moved further. Ryz, a sneaker brand, whose design is entirely created by the users, the people can submit their creationsand vote for their favorite design on the Internet. The models with the most votes will be sent to production.
Are you wondering what the odds here?
Since the users themselves create and select the best product, there is little doubt that this will be successful. Does not adjust design to staff (or almost none, depending on how far into co-creation of your brand) and very low investment in sales development is necessary because the product already in the advertisedCommunity of designers and voters. Is there a brand can only hope?
CONCLUSION
Interactive media offer marketing opportunities in various fields: in advertising, to begin with, but also in the creation of customer-brand experience in real research and collaboration with innovative products. We do not claim that interactivity is the only way to get a brand to innovate and rejuvenate themselves. Actually, depending on the industry and theBrand objectives, other instruments could also prove to make relatively more efficiently.
But interactive media are in fact one of the options should marketers consider in its many applications and possibilities. In fact, they are becoming increasingly important in the daily lives of consumers and therefore an effective tool to reach them, speak their language, understand their needs and fulfill their wishes.
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