“Half Of All Advertising Doesn’t Work, The Trouble Is We Don’t Know Which Half ” still reigns supreme in the world of advertising.
Emerging new technology, shifting consumer behavior, always on consumer touch points and evolving new media are converging to create a new paradigm in advertising.
Advertising – Traditional, SEM, Social Media or Mobile ?
Universally almost all purchase decisions can be categorized into either a High-Involvement Purchase (ex: Home Appliance) or a Low Involvement Purchase (ex: Grocery). The former entails significant risks, is driven by situational needs and involves complex decision making. The latter seeks to minimize time, as Low-Involvement products engulf eighty percent of all purchases, is predisposed to impulse buying and familiarity/awareness plays a key role.
It is no surprise than that most of the advertising (traditional) we see and hear around us encompasses Low-Involvement products.
Then the internet came along and SEM captured the attention of marketers. As a platform Internet offered conversations with and between buyers to be captured and acted on.
The one notable difference – Internet Search is preceded in most cases by a situational need (i.e. most buyers are either looking for something specific or researching a product category). In certain cases an enduring need also finds expression on the internet in the form of Blogs, Chat-Boards, User Forums or Special Interest Groups to name a few.
One could argue that SEM is ideally suited for High-Involvement products, but this does not seem to be the case. There is a reason behind this….. Legacy for one and….Risk Aversion for another.
With Social Networks people share rich information about their lifestyle, habits, interests and needs on an ongoing basis. A new dimension – Individual Behavioral Data is now available to marketers. What we get with Social Network Advertising is a hybrid between traditional and internet advertising.
With Mobile web we are on the cusp of something phenomenal. An ability to bring together all elements from Traditional, SEM and Social Network Advertising in a way unimaginable until now.
The Elusive Target:
According to The 2011 Digital Marketer, Benchmark and Trend Report “The most influential element driving purchase decisions today is still Word of Mouth (54 percent), followed by information from a Website (47 percent).” Advertising in video games and on mobile phones seems to influence far fewer consumers in purchase decisions.
That for you is the dichotomy facing advertisers: How to target advertisements effectively, in what media, to whom, where and when.
Consider the decisions confronting a marketer when trying to influence a new car buyer. Depending on the buyer’s needs and life-stage a simplified decision matrix could yield 16 different options resulting in a specific choice of vehicle make and model.
Traditional means of serving an AD to such a prospective car buyer is a “Hit-or-Miss” game of chance. While Internet Advertising (SEM) added a new level of dimension by tying AD’s to the “search keyword” it is still blind to the prevailing need driving the search.
Critical information on Individual Buyer’s behavior and his or her preferences at various stages in the decision cycle eluded advertisers and advertising platforms. Today this data can be a near certainty.
Out with the Old in with the New:
The Old: The old world of Advertising relied on eyeballs, media concentration, economies of scale, POS data and consumer surveys to create awareness, cultivate brand attitudes and induce purchase intentions.
It did so using a careful selection and allocation of advertising spending across fifteen different media with the aim of maximizing reach and effectiveness.
The New: Platforms today are flush with rich behavioral data on shoppers, their life-style, geo-demographics, touch points and interactions as they happen in real-time.
In addition the incremental cost of delivering an AD impression today in ‘”Real-Time” is nearing “ZERO”. The ramifications are clear, an era of 1-ON-1 advertising is on the cusp.
The new age of advertising is all about capturing rich information flows in real-time within and across media platforms. Economies of scale or leveraging the networks with the largest reach become secondary as fragmentation is the norm.
New Rules of Advertising:
- Multi-homing – New age consumers will move seamlessly between platforms and media– with platform service providers incurring most of the multi-homing costs.
- Spatial vs. Temporal Relevance – The new advertising paradigm is all about harnessing relationships-interactions and developing models that morph information. The frantic bidding to secure the most coveted time slot will lose prominence.
- Real-Time / 1-ON-1 – The era of real-time, personalized on the fly AD delivery is here to stay.
- Ubiquitous Network – AD impression and delivery must traverse the intended target’s choice of platform across the behavioral sequence model.
- AD Markers – Just as DNA holds key genetic information governing humans, so too will AD Markers come to define buyers.
Update Sep-21, 2011: WSJ Article: “TV Lures Ads but Viewers Drop out”
yandanxvurulmus.GR6BvacduQNG
xyandanxvurulmus.5EBWcpKWtqxm
xbunedirloooo.0K5may1ytbjv
coetaneously xyandanxvurulmus.gWES65NcqKwX
TaSIPFvklqQGMpW
bahis siteleri porn vurgunyedim.eE0Lz90q5n0O
amciik siteleri yaralandinmieycan.dod1SjrcHbvl
escort citixx.0HOoFEXsNo18
porno izle hyuqgzhqt.WAvRfeCwN3fB
sexax ewrjghsdfaa.rWOt76ZkHygn
sexax wrtgdfgdfgdqq.aTvfUY2KUXhv
Wonderful beat I wish to apprentice while you amend your web site how could i subscribe for a blog web site The account aided me a acceptable deal I had been a little bit acquainted of this your broadcast provided bright clear idea
Pingback: top 10 tadalafil websites
fuck pompadirha.8MPcoE2EEVGE
anal siteleri asillartaklitler.oa7FP0VzlE4f
am siteleri hephupx.eaIS8pprlshn
Attractive section of content I just stumbled upon your blog and in accession capital to assert that I get actually enjoyed account your blog posts Anyway I will be subscribing to your augment and even I achievement you access consistently fast
porn sex hepxhupx.g0fJNb7KVKKv
seksi siteler juljulfbi.lkfDT36nPodg
While I appreciate your website, I believe that quite a few of your posts could benefit from some minor spelling corrections. Several of them are riddled with misspellings, which I find extremely bothersome to acknowledge. Nevertheless, I will definitely revisit your site.
viagra bjluajszz.ylePWqGnL6UC
anal siteleri bxjluajsxzz.AcTdHtCbpuHW
sexx 0qbxjluaxcxjsxzz.vREfAAlWNT21
Pingback: metronidazole spain
Pingback: over the counter keflex
Servislerimiz sayesinde sms onay sizde en uygun fiyatlardan mobil hesap sms telefon onay yaptırabilirsiniz.
porno pokkerx.SxmnmYT7Is0J
eski rahatiniz olmayacak footballxx.qn6smCf3Byi7
fuck google mobileidn.HFYfesKtXVbY
escort bingoxx.uALUZJqt0v0C
porno 250tldenemebonusuxx.29IQD4aKq9Ek
sexax eyeconartxx.iSAMp4F2hZ6C
Servislerimiz sayesinde sms onay sizde en uygun fiyatlardan mobil hesap sms telefon onay yaptırabilirsiniz.
craft porn vvsetohimalxxvc.fzEgvUPCTq35
bahis siteleri porn tthighereduhryyy.2BwXVQOo2Lg
GhPiEqmtDWxk
Pingback: does cephalexin make you sleepy
The practical tips shared here are invaluable for anyone interested in this topic.
pornfullhd gghkyogg.nbIYNEGkaXl
hd sex videos 4k ggjennifegg.boz15juE5EE
hd porno download ggjinnysflogg.lQFaYN5wb4n
This article truly resonated with me! It’s refreshing to see such insightful content in a sea of noise.
This is why I keep coming back to this blog. Quality content, every time.
I couldn’t agree more with the points raised here. It’s a breath of fresh air in today’s digital landscape.
Refreshing to see a blog post that respects readers’ time while delivering valuable insights.
This article truly resonated with me! It’s refreshing to see such insightful content in a sea of noise.
This article really resonated with me. I’ve been struggling with this exact issue lately, and your insights provided some much-needed clarity.
Pingback: neurontin 100mg for pain
kolay yemek tarifleri
Pingback: cozaar harley davidson
En İyi Kadın Blogu
Pingback: depakote abuse
Pingback: diltiazem hcl side effects
Pingback: ddavp injection indication
I love how practical the tips in this post are. Definitely going to implement them
Pingback: what is amitriptyline used for
Pingback: allopurinol vs.uloric
Wow, I never thought about it that way before. Great food for thought
I found the tips in this article incredibly practical and actionable. Can’t wait to implement them in my own life
fashionflag hdpor download fashionflag.3UX6OvmnxnA
sandyterrace.com
사위뿐 아니라 아들까지 있는데 내 아들은?
Thank you for sharing your personal experience. It’s inspiring to see how you overcame such obstacles, and it gives me hope for my own journey
goodhere Mixed porn vurucutewet.zy7fDAz9C81
ladyandtherose Cartoons porn backlinkseox.cIok2ksyZ89
jenniferroy アナルポルノ japanesexxporns.pciZHMYLZoJ
sandyterrace.com
Hongzhi 황제는 Chen Zhong을 가리 켰습니다. “그에게 자리를주십시오.”
Pingback: augmentin tarkov
sandyterrace.com
아이는 여전히 그 아이이고 왕자의 기질은 변하지 않았습니다.
Pingback: celecoxib medication
Pingback: is bupropion addictive
nikontinoll.com
그래서… 그는 급히 방향을 돌려 장평 근위병들을 바라보았다.
landuse DP porn lancdcuse.Mp9bkpQHvVh
Pingback: does ashwagandha help with weight loss