Jan 11 Posted 2 years ago
Jeff Lee has it right:
"When someone figures out the consumer wants relevant advertising, allows the consumer to opt in telling you their preferences (instead of trying to guess and so often missing through analytics)..."
This needs to be where growth is aimed - involving the consumer in the process of deciding what ads they will see, not by inference, but by direct opt-in. As he suggests, creating a specific list of choices and wants rather than broad, vague categories, is where consumers are headed. So many ads to see but all for something someone else wants to sell not for something a consumer wants to buy. Until want lists are part of the equation, pure analytics will continue to keep true growth from happening. I don't want cola, I want Coke. It should be that specific.
One other note: location data is one of the types of background apps that really drains battery power. A help group that I belong to regularly advises people to turn it off to save power or at the least, enable it for wifi only. As more apps continue to use this function, the users will start to switch them off or remove them from their devices. Supporting apps that make them less of a burden on users should be a priority of marketing or mobile growth will reach a plateau far sooner than expected.
Jan 10 Posted 2 years ago
A few points. Some of the scenarios listed are advertising after the fact. I still get ads today because I bought a tv a few months back. I bought my shoes before I got on the treadmill, and I have my light bulbs in my cupboard in case one goes out.
There are a variety of reasons to advertise, from brand awareness, to product or event awareness.
1. People love ads. As much press is devoted to ads at the superbowl as for the game.
2. The connected world allows one additional player into the advertising world, basically the consumer.
3. Searching for products, reviews etc can be very frustrating
When someone figures out the consumer wants relevant advertising, allows the consumer to opt in telling you their preferences (instead of trying to guess and so often missing through analytics) and starts promoting feature based ad snippets. A few seconds long for each feature. Starts making them clever to grab the user's attention and presents a campaign to the user, rather than an ad.
for example. I am looking for a new car. what are my must haves, what are things I would like - seduce me. I want pep, cool, 2 (occasionally 4 passenger). great sound system etc.
nissan sends me a 30 second ad with people dancing (they send it about 10 times.)
mini sends me a 10 second ad with a parked mini bouncing around, a few seconds in the doors open and a disheveled male and female exit the car. Voice over - "the new mini clubman, now with roomier back seats"
they know I viewed it so the next time I get a different 10 second ad.
A burglar breaking into a house - the alarm goes off. The burglar runs and jumps into a mini. Voiceover " the new mini clubman S, when you need a fast getaway"
they know I viewed it so the next time I get a different 10 second ad and so on. They are fulfilling my must haves first
they can send me accessory coupons, or send me a mini t-shirt so I start identifying with the brand
anyway, my point is really that advertisers need to start being interactive and partner with the consumer.
We love ads - Ask me where I am going, don't aim at where I have been.
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