We’ve all experienced small changes in advertising over the past decade, with digital taking true hold of almost everything that we do, but just what effect are these small changes having on advertising strategy as a whole?
An article, controversially titled ‘The end of advertising as we know it — and what to do now’, is bravely warning marketers that approaching advertising in the same way we used to just won’t cut it anymore.
Heading into the next era of advertising, what’s most apparent is that we’re moving on from integrated to connected ideas.
For advertisers today, this means connecting your brand to the audience, and your audience with themselves.
What’s more, the article also highlights the importance of building believable (or better yet real) people-based stories for your brand. Because as things turn even more digital, our audience is becoming hyper-informed, and even more sceptical.
But perhaps the largest effect digital is having on the way we advertise, is a shift in our audience’s attention span.
With this in mind, advertisers must now turn the impulse to bombard our audience with posters and billboards, to instead create streamline ideas, holding our audience’s attention and changing their world for the better. The success of these connected ideas is measured over a length of time, not area or space infiltrated.
Lynx’s latest ‘Get Le Girl’ app teaches users the best pickup lines and basic conversation skills of any language selected. Lynx’s consumers can then join teams and compete against each other.
This digital idea gets consumers interacting with Lynx as a brand, brings users together and is just one of many connected campaigns experimenting with the latest movement in marketing.
With the results of digital finally surfacing, the world of advertising is dramatically changing.
If you’re interested in talking to an agency that understands where ads have been and where they’re going, just drop by and say hello.
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