After the last discussion with Helge, I got an input that is to create service for the advertising not just send message to audience. But I am not quite sure what is meaning of this “service” , I asked him to give me more explanation about how to define this service? Here it is.
As we see it advertising is expanding from being based around messages, to creating services. What does this mean?
Advertising has gone from being all about interrupting people with messages; the goal of these messages is to create awareness and interest, but more importantly to create anticipation for the experience of using the product. You watch an ad by Nike, and you imagine the running experience to be fantastic with their shoes and clothes on.
This is all well and good, and these messages are built to give people arguments to buy stuff... But then something happened when digital "arrived" with its accessibility.
As with the messaging-advertising it was all about telling you how great the experience of using the product would be before or after using it. But suddenly, with new technology, we are given the opportunity to be there when the experience happens - when people are actually running...
And this changes everything; it opens up an opportunity to add value to the experience itself (not only talk about it as with messaging). And in this situation, when people are running. it's not about interrupting them, telling them how brilliant their shoes are. It’s about adding value to the experience, making the running experience better, enhancing it, adding new concepts to it. And this is services. Where brands interact with consumers as they are using their products.
But the important thing here, is that it is not old or new advertising, it is traditional message based advertising, and new activity based advertising. Both of them are still highly relevant, and serves different purposes. It is up to the brand and product to find out which one to use (or both).
That is why we still can say that when it comes to the traditional stuff, it's all about giving people reasons to buy stuff, but when it comes to situations or activities it’s all about adding value to the experience.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment