'Advertising is usually considered as a current expense but a part of it is really an investment that builds an intangible asset called brand equity.'- Philip Kotler
But the most important thing which one needs to consider while making this 'investment' is
While chalking out an advertising strategy , one needs to consider the ever changing marketing environment in which the customer is always the king and our advertising strategy should ensure that we lure the king with every possible tool available. Anything which is not in accordance with the dynamic market ,will soon be out from the consideration set of the consumer. Here ,we will discuss about what trends we can follow for the advertising strategies in 2011:
As one rightly says that advertising is an expense so like every expense ,the one who is spending on it , would like to keep a track of the results advertising is yielding. With Media costs soaring high, advertisers are looking into every penny spent through different tools available like the ones offered by Google which empower the Media Planners and the advertisers as well.
1) Measuring Advertising Effectiveness: Online advertising which is an emerging area in the firmament of Global Advertising ,provides accuracy to a great extent in measuring advertising effectiveness. Measuring the cost per click, cost per impression ,user engagement programs etc give you a fair idea about how to make the strategy better.
Also, not only these tools engage your existing customers but also provides the data regarding prospective customers as well giving you a fair idea about the Target audience, the market and thus incorporate corrective measures(if any) in the existing advertising strategy.
2) Data-based Marketing & Advertising Initiatives: The Media planners and the advertisers will exploit every single tool available to access the data and numbers related to their Target audience and the market they are going to cater to so as to come up with a better advertising strategy and the output in terms of marketing communication collaterals viz. ads ,sales promotion tools and other forms of ATL & BTL.
3) Working Backwards: Instead of the old trend wherein the firstly the client used to decides what he wants to communicate and the agencies executed the idea accordingly and serve it on the platter to the customer ,the new trend of placing the voice of customer comes in the first place even before designing a rough cut. Most of the marketers are talking to the customers first ,let them speak their mind so as to get an idea about what appeals to them and then designing the content .
4) Slice of Life Advertising: What comes to your mind the moment you hear 'Kuch Meetha Ho Jaye' ?? The answer is so very predictable..The subtle tone and the lucid language is what consumers love to read and listen ,language which they feel is a part of their own self. That's why a lot of focus these days is on using easy messages instead of the old trend of using ornamental language and heavy headed words.
So keep your eyes open and keep on reviewing the trends of the past couple of years which will help you determine your own path straight towards your TG.
Contact me:
chandana.mungre@gmail.com
But the most important thing which one needs to consider while making this 'investment' is
- what are we trying to convey through advertising and
- ensure that what you offer, meets the consumer's need, what competitive advantages your product has over other players in the market.
While chalking out an advertising strategy , one needs to consider the ever changing marketing environment in which the customer is always the king and our advertising strategy should ensure that we lure the king with every possible tool available. Anything which is not in accordance with the dynamic market ,will soon be out from the consideration set of the consumer. Here ,we will discuss about what trends we can follow for the advertising strategies in 2011:
As one rightly says that advertising is an expense so like every expense ,the one who is spending on it , would like to keep a track of the results advertising is yielding. With Media costs soaring high, advertisers are looking into every penny spent through different tools available like the ones offered by Google which empower the Media Planners and the advertisers as well.
1) Measuring Advertising Effectiveness: Online advertising which is an emerging area in the firmament of Global Advertising ,provides accuracy to a great extent in measuring advertising effectiveness. Measuring the cost per click, cost per impression ,user engagement programs etc give you a fair idea about how to make the strategy better.
Also, not only these tools engage your existing customers but also provides the data regarding prospective customers as well giving you a fair idea about the Target audience, the market and thus incorporate corrective measures(if any) in the existing advertising strategy.
2) Data-based Marketing & Advertising Initiatives: The Media planners and the advertisers will exploit every single tool available to access the data and numbers related to their Target audience and the market they are going to cater to so as to come up with a better advertising strategy and the output in terms of marketing communication collaterals viz. ads ,sales promotion tools and other forms of ATL & BTL.
3) Working Backwards: Instead of the old trend wherein the firstly the client used to decides what he wants to communicate and the agencies executed the idea accordingly and serve it on the platter to the customer ,the new trend of placing the voice of customer comes in the first place even before designing a rough cut. Most of the marketers are talking to the customers first ,let them speak their mind so as to get an idea about what appeals to them and then designing the content .
4) Slice of Life Advertising: What comes to your mind the moment you hear 'Kuch Meetha Ho Jaye' ?? The answer is so very predictable..The subtle tone and the lucid language is what consumers love to read and listen ,language which they feel is a part of their own self. That's why a lot of focus these days is on using easy messages instead of the old trend of using ornamental language and heavy headed words.
So keep your eyes open and keep on reviewing the trends of the past couple of years which will help you determine your own path straight towards your TG.
Chandana Mungre Kashid
Contact me:
chandana.mungre@gmail.com
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