Keep the pace of “new” new media marketing
Advertising Age has been recently publishing a series of interesting articles about the evolution of new media communication. Especially for those of us who work on the client side, it’s important to understand how consumers use the Web (and other new devices), in order to plan in advance brand strategies to make them happy.
The first article, by Abbey Klaassen, was published last week: Stop With the Engagement Already, It’s About Receptivity. Actually it’s about TV advertising, but it presents some ideas which can be also applied to the Web. Basically, it talks about “ad receptivity”, which means, first attract the right audience, and then engage it. A concept which is “slightly” different than engage and then make receptive to your marketing message, as we are used to. It’s interesting to take note, try to apply, and then measure results.
The second article, by Jack Neff is “Marketers’ Websites Outdraw Those of Major Media Players“. Consumers visit more and more brand websites: “Corporate and brand websites — once derided as “brochureware” in a digital marketing world that quickly moved to sexier applications — are getting a rehabilitation of sorts as their traffic numbers vie with those of many consumer sites in the web’s long tail.
Last but not least, there a piece about mobile marketing which eventually (eventually!) seems to have gone mainstream as Procter & Gamble, Microsoft Corp. and other major marketers have set aside a piece of their ad budgets (don’t get scared, it’s still a very small piece) for mobile marketing, representing a “significant shift” for the emerging medium.