has the internet changed advertising
Post on 21-Oct-2014
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DESCRIPTION
Using the principles of advertising to answer the question as to whether the internet has changed advertising.TRANSCRIPT
Competing with Customer Experience
Has the Internet Changed
Advertising? Digital Spark Marketing
advertising is the fee for being unremarkable
- Robert Stephens
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9 Principles of Advertisement
Success
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Grab and hold the viewers attention make the ad
interesting
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Stop interrupting what people are
interested in, and be what people are interested in.
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People dont read ads. They read
what interests
them, and sometimes
that happens to be an ad.
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Define a value proposition (VP)
distinctive from your competition
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Does the VP give
customer reason to buy product, service
?
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Create a clear, simple message that the reader quickly
understands
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Pictures / visuals much better than
words
! Digital Spark Marketing
Image Counts
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YOU JUST CANT SAY IT. YOU HAVE TO GET PEOPLE TO SAY IT
TO EACH OTHER - James Farley, CMO ford
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Be sure your message is relevant to your target
customer set
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One message does not fit all
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It no longer makes economic sense to send an advertising
message to the many in hopes of persuading the few.
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Define your positioning your frame of reference
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Clearly link the advertisement to
your brand
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Does it clearly illustrate what brand it
represents?
Will customers remember?
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Amplification - does audience respond in
the manner you desire?
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Does the advertisement build on the current value
of the brand?
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Is the advertisement a component of an
integrated marketing campaign?
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Conclusion to question has the internet
changed advertising?
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No same principles still
applied in basically
same fashion Digital Spark Marketing
FINAL
THOUGHTS
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Information is cheap.
Attention is expensive.
Time is priceless.
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Its not what advertising does with the consumer.
Its what the consumer does with advertising.
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Thank You !
www.digitalsparkmarketing.com [email protected] Digitalspark.tumblr.com Twitter: @mikeschoultz
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Digital Spark Marketing