At the Advertising Week held at New York at the
beginning of October, Advertising Agency CEOs talked about the role and
influence of technology in reshaping Madison Avenue. During the week, there
were many talks about how the Advertising Industry will blend technology with
creative. Below are the hottest four topics discussed in a panel held by Times.
It talks about perception changes, media shifts and off course how to
strengthen their main domain to the changing market. Creative Capabilities.
Here is the summary:
1.
Everything
you thought about gaming is wrong. The perception that games are just for teenage
boys is not only outdated, but it’s also dead wrong.
Women make up 55
percent of social gamers, making gaming an ideal way to reach this powerful
demographic. Gaming allows for interaction between brands and consumers,
provides a call to action, and it creates loyalty. And more important, it’s
something consumers can do on their mobile devices.
2.
Privacy
matters. As
technology becomes more personal and we can find anything and anyone with a few clicks or taps,
consumers are rightly concerned about privacy. However, the “do not track”
option could destroy the industry, as tracking provides a treasure trove of
information for marketers. As one panelist says, “We need to start planning for
the day the consumer can easily just opt out.”
3.
It’s all
about mobile. CEOs
mused on how the industry needs to find a way to reach consumers on their
mobile devices without being intrusive. One CEO said, “You need to build an app
that users will want to engage with.” Our mobile devices are personal, and
consumers need to “invite” brands on that device. It’s a delicate balance and
the industry has a way to go in figuring it out.
4. Keep it
humanly relevant. When asked how does a brand break through the clutter
that consumers are faced with every minute of every day, One CEO said, “We need
to keep it simple and humanly relevant. Even with all the technology, as
humans, we need to feel touched. As advertisers, we need to create content that
engages people on a human level.” For all the ways consumers can engage with a
brand, they can also disengage with one.
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