How Has Advertising Changed?
For the twenty plus years ParkerWhite has been in business we have seen our share of changes in the way companies reach their customers and prospects. What was successful for advertising agencies last year might not be applicable this year, which constantly keeps us on our toes and on the lookout for new trends, technologies, and alignments. Though it might seem obvious, you would be surprised at how many companies are still struggling with transitioning into the new digital marketing era.
Here is a breakdown of the most important things we believe you and your company need to not only be aware of, but also consider for upcoming marketing initiatives.
How has advertising changed?
There is no way to escape it anymore – digital is not a trend, it's a way of living. Generation Y and the upcoming Generation Z don’t know anything else and will keep on evolving the digital landscape for years to come. They just don’t know any other way of communicating - they demand action and won’t sit on the couch waiting for your television commercial to tell them about your product or service.
We can no longer think in terms of digital or traditional – digital needs to be a part of everything we do. The way we can measure and track campaigns and behaviors have opened up a whole new world of opportunities in marketing.
Mobile is still waiting for it’s big breakthrough and hasn’t really delivered impressive results as of yet. But as experiences get more customized, mobile will play a huge role in marketing initiatives since it’s the channel consumers use most for instantaneous communications and situations. Creating campaigns that can be easily transformed to interact seamlessly from one channel to another will be key to creating cost effective and successful integrated programs.
Imagine your company has been offered a direct line of communication to your customers where you can learn what they like about your brand, and where they share their thoughts, opinions, and praises with all their friends. Not utilizing this opportunity is like not listening to or responding to your customers. Saying “We don’t have the time or the resources for social media” is not an accepted excuse anymore – companies need to take the time to understand the value that social media plays in their customer service and brand communications, and allocate the proper resources to make it worth its weight in brand equity!