Has the internet changed advertising
Post on 21-Oct-2014
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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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Digital Spark Marketing
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 Mike@digitalsparkmarketing.com Digitalspark.tumblr.com Twitter: @mikeschoultz
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