Consumers see the burden of proof on the advertiser, (the company or the brand), to court or entertain them. The ad must find the consumer in the exact right time, location and mood with funds to spend.
Advertisers realize they have an intended audience in mind, but they also know that their marketing efforts could fall flat, be ill-received, or be picked up and used in a way they hadn’t originally planned.
Looking at advertising from both points of view, as both someone who is targeted and someone who tries to create campaigns that do more than shoot and spray, I see that ads today should be a two way street. Advertisers should therefore be mindful of the Conversation Prism created by Brian Solis in 2008.
Viewing the construction of a successful advertising campaign through the eyes of the social landscape online world today, advertisers should keep the following five things in mind:
1. Keeping up with technology. Making ads interactive and keeping campaigns cutting edge.
2. Creating ads that work on multiple platforms. Forgetting static banner ads, create and design advertisements that work on flickr, Twitter, Google, Snapchat, and other sites where your customers are spending time.
3. Redefining advertising to include social curation, blogging, live-casting, reviews and ratings, content creation, social networking interaction with customers, and targeting the online marketplace.
4. Incorporating a policy of listening, adapting and learning into design. To stay current in a conversation with clients today you have to be willing to get rid of statements such as, “We’ve always done it this way.” Change with your client.
5. Finally, keep “YOU” at the center of the campaign. Be authentic and make your ad a reflection of your corporate brand’s ideas and style. Ultimately if you peak a client’s interest with a fancy ad but don’t deliver what the ad is selling it will be a failed campaign.
Advertising happens in multiple formats from reading the reviews of other customers on Amazon and Yelp! to interacting with clients by creating a playlist on Spotify. Today the best press releases are filled with multimedia assets, giving news outlets and consumers multiple choices on how to receive your message. Not everyone hears and learns the same way. Keep the communication open, friendly, and a two-way street.
This article is for education purposes only for Syracuse University Newhouse Communications Journalism.