Tag Archives: advertising

From MADMEN to MADMOBILE The Next Era of Advertising and Promotion

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Advertising and Promotion (AdPromo) is now developing a new I.D. for marketing communications, which we could call MADMOBILE. This is recognition of the blending of Social Media, Global Technologies, and 2-way mobile communications. Much has been discussed about what advertising and promotion will get to be. Mobile advertiser/customer engagement and exchange in social media is the big think in AdPromo’s quickly changing present and exciting future.

The thinking behind some new innovations is to provide “glocal–(Global Localities) –with—mobile” opportunities for local AdPromo. Those on the forefront for developing these new services are employing their knowledge of changes in consumer behavior, which is being caused by, and satisfied by, the ever-expanding presence of Smartphones and social media.

These give the advertiser and promoter the opportunity for the delivery of local marketing communications. In the past, and still in the present, big business with its big money has used AdPromo to knock out small business. Many small-businesses can now make the most of the opportunity to advertise and promote to specific local targets through mobile “MadPhones” with a smaller, more effective and efficient budget.

In addition, there are recent connectivity innovations that enable customers to learn of a promotion without being in or even near a store, along with advances in Near Field Communications (NFC), receiving contact when they are passing near the brick and mortar store. More and more, retailers are encouraging word-of-mouth referrals by loyal customers, which is helping to build their loyalty through interesting engagements and an active relationship.

For now, customers are able to find advertising and promotions on their phones and tablets. Most importantly, a store can launch its advertising for a promotion in a few minutes, designing the message for today’s deals and targeting a specifically valued customer. The opportunity for retailers to present promotions in real time is a salient feature of the New World of MADMOBILE.

MadMobile drawing by Art Winters
drawing by Art Winters

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

TIME TO THINK visCOMual

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Fashion advertising has always been more visual than verbal, which may play into its favor in the current, highly visCOMual marketing environment. We are seeing a trend in this mega-media environment for marketers to be involved in a heightened sense and use of visual literacy, visual thinking, visual perception and visual communications.

It has been our practice in our teaching and in our marketing and brand consulting to stimulate thinking by refashioning some of the terminology. It is our way of encouraging our own team and other participants to stop, think and apply the concept being presented through a new and different term such as visCOMual.

As in this case with visCOMual, we have noticed the need for more arresting visual communications in our digital, instant messaging world. To emphasize the importance of applying this to our clients’ branding messages, we created our own word for these innovative communications. Stop, think and recognize what is going on around you – what are you noticing about the visual communications you are encountering in your life? Even though the visualization of fashion has long left still-form, “proper” posing, as in the Levi’s ads of the 1950’s (seen here), to keep up with our own human evolution, there is certainly a need for the creation of effective matrices for this newly defined visCOMual process.

2 Levi's 1950's ads
1950’s Levi’s version of visual communications is “proper posing”

The visual literacy process can present fashion modeling with language as unique as the product design. There are advertising/brand managers and catwalk directors who are working on nonverbal languages of their own. Their intent is to grab attention with this new imaging language and visual meaning newly applied to their brands. They may now create a mind’s eye matrix for visCOMual that correlates visually with elements that are: emotional, rational, imaging, associative, symbolic and/or cultural, as in the Levi’s ad of today. The goals are to engage the customer’s seeing eye, the cultural eye that perceives the inner-mind or “my-style” eye, and/or creates a video-eye that records in the must-have, shopping mind.

2 current Levi ads
2013 Levi’s visCOMual – new-world posing and connecting with the Levi’s customer of today…

The positioning of visual communications for designers, brands and retailers is to encourage additional purposes for our ever growing and changing technologies. We are all working to create new areas of communication that can provide: product information—knowledge, self-design aspiration, increased meanings, and unique expression in our new visCOMual languages…

Think VISCOMUAL by Art Winters
Drawing by Art Winters

What strikes your mind’s eye?

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

GOOGLE MAKES MAD MEN, SAD MEN

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Print Media Commissions are not in Mad Men Visions

GOOGLE MAKES MAD MEN, SAD MEN
drawing by Art Winters

In 2012, Google billed over 20 billion in advertising dollars.  This was more than the total of all U.S. print media.  What a contrast to what magazines and newspapers sold just five years ago!  In 2006, print media sold 60 billion dollars more in advertising than did Google!  How will this change brand marketing?  This isn’t your Mad Men’s day of advertising. (“Mad Men” is AMC’s TV show based on Madison Avenue’s advertising business and people in the early 60’s.)

So what does this mean for brand management performed by many of today’s advertising agencies?  Well, they had better get their act together.  They need to deliver branding power that can compete or at least do co-branding with the Googles, E-Bays, Amazon.coms, and many others, which will keep coming down the Internet superhighway.

The big question is how much of a threat is online advertising?  Is it delivering the ROI experienced through print media advertising?  It’s vital to realize that Google, just 14 years old, is now taking in more ad revenue than print media, which has been here for over 100 years!

However, it must be accounted that Google has a global operation, so this can’t be simply analyzed.  It must also be analytically figured that Google has seen a 15% decrease in ad Cost-Per-Click, CPC (the average fee that advertisers are charged for each clicked on ad) in 2012.  But now, Google’s CPC drop has slowed and perhaps turned the corner in January, as their CPC share increased due to click share on tablet devices. As more people are watching content across a variety of their mobile devices, Google has decided to pull out of its 5-year effort to build its TV Ads product.  Since 2009, they have shut down similar services for print and radio advertising.

Google is concentrating on beating Facebook in the sale of online display ads.  (Online display ads feature the advertiser’s content message on a destination website, usually in a box on the top or side of the page.)  The company is planning to lead web-search ads and online display ads that feature graphics, interactive communications and videos.

Google’s significant increase in display ads that concentrate on brand content is evidence that they have ambitious brand marketing goals.  Now Google is building and developing plans for their advertisers to more efficiently buy across a multitude of sites.

This is not only an important story for the online aspects of our businesses; it is also a good brand invention and reinvention story to watch in real time. 

Where has Google been and where is it going – stay tuned… the next generation of Mad Men is in the digital works….

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.