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Digital media in the st century

Digital Media in the 21st Century

Abhishek Uppal works for Piper Jaffray Investment Banking and his insights have been intergral to this article.
Many facets of the changing landscape of digital media advertising are listed below, as we move into the future all companies will have to pay close attention to this medium if they are to thrive in our new reality. Abhishek Uppal is a subject matter expert and has written many different articles covering this topic.
1. Digital Media Growth in Local Search
Local search will be a major growth driver of search advertising as it moves spending from the offline classifieds and directory markets, which currently dominate small business local advertising. The bulk of local small business advertising spending is done through Yellow Pages directories, a $16 billion market, and local classifieds, a $17 billion offline market showing no growth, compared with a rapidly growing $4.5 billion online market, which includes local search, online yellow pages, and online classifieds
2.Importance of Lifestyle Association
It is important for Advertisers to focus on finding associatiion with certain types of lifestyles that are relevant to their brand. Furthermore, the advertisers must allow users take charge of the brand, taking it to its top position within the target demographic group. This is the view of Abhi Uppal on Lifestyle Associating.
3.Targetting of Customers to Advertise to
Micro targeting, which is matching products with exact preferences of each user, has not done well either. The best way for advertisers to build brands and to increase brand loyalty is by targetting specific groups of people – not just demographics with similar spending patterns, but groups that share certain views, as demonstrated by their “communitainment” activities, among others.
4.Consumer Brand Engagement is a Necessity
The idea of User-Generated Brands is that the advertisers will need to find the best methods to make a close connection with the consumers. The Web is becoming one of the most important components of this new engagement, but the brands cannot hope to touch consumers simply with their common sites.
Consumers arrive at the destinations of their choice. It is critical for the brands to follow them. Some of the best examples of user-generated (or, in many cases enhanced) brands include Burger King’s involvement with Heavy.com,
Philip’s micro-site, www.shaveeverywhere.com, and Orbit White’s micro-site, www.friendsofbright.com.
5.The Old Model is Obselete This Must Change
The old advertising adage that advertising is about ?°convincing consumers to buy what they don??t know they need?± has to change. Consumers nowadays are more informed and sophisticated. They know what they need, and they want messages that are targeted at those specific needs. They also want brand association with their lifestyle.
There are many thing to consider in this new golden age of advertising. Those agencies that stand still and are blind to these new opportunities will find the going very tough in the not too distant future. If you are considering a career in advertising, be sure to do the homework on the agency you are joining, as no one wants to step aboard a sinking ship.

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