Advertising has come a long way since the 1950’s… But where should it go from here?
More now than ever, connectivity with the individual is pivotal in advertising.
Long gone are the days of marketers simply being able to target large generalised demographics with broad scoping campaigns… In 2018-brands must be establishing a connection with the individual, or risk falling into the dreaded ‘de-humanised’ bracket.
So what is responsible for this renaissance of individualism?In short, social media and the internet.
Never before have individual people had the capacity to have their voices heard in such a devastating fashion.
All it takes is one disgruntled customer and a post that gathers support and goes viral, for a brand to be severely damaged. Online outrage spreads faster than a wildfire, and can very easily derail a campaign.So how can you improve your chances of successfully traversing the online minefield while also building a re-pour with your customer base?
Following handy guidelines such as these can set you on the right path:
The standout performer in this category is Apple…and it has been for some time. In 1984 when it launched the ‘Macintosh’ it also released a Superbowl commercial that lives in infamy. Not only did the ad captivate the entire American Nation, it also built great hype around the product launch.
More a kin to a short film than an ad, it holds the viewers attention until the very last moments. Notably no description of the product is given at all. All the ad says is: We have created something we think you’ll like, and you’re welcome to be a part of the movement. It doesn’t force itself upon the consumer, and it gives an insight into how Apple views itself in the marketplace, as an innovator.
Emotion, connection and trust. Three things every business needs to have from its consumer base. So how do you acquire them? By being available when the customer needs you. If you can break free from the 9-5 shackles, your perceived value will skyrocket. And thanks to things like Cloud contact centre solutions – a service dedicated to customer service – companies can now offer personalised service to individual people without spending extortionate amounts on high quality service and training.
Here is example of your typical ad from the 1950’s:
And here is a standard example of humour advertising today:
Which ad did you relate with more?
Both are about similar products…
One harps on about how quality the product is. The other lets an abstract concept do the talking. People already have a fair idea what they’re going to get from a product, and they don’t like being told how their money should be spent. In the Dorito’s commercial from 2016, you’ll notice not a single reference to how ‘cheesy, delicious and addictive’ the product is, it’s all implied.
Humour is a extremely effective tool when it comes to humanising a brand. Five seconds or less, that’s generally how long you have to grab someones attention. When a viewer can sense a punch line is coming, they are far more likely to stay tuned into the commercial until the end. The days of explaining how a product works in an ad are over, as the potential customer can just look that information up for themselves. Innovation and creative copy are key to brand humanisation.
There really is nowhere to hide anymore…The internet demands transparency, and holds all businesses to account, which is the way it should be. Inadvertently, this has given birth to a new era of advertising, one which follows an ‘all in’ approach. Known by many in the industry as ‘Anti Marketing.’ In fact some companies have built their entire empires around this model, such as Uber.
It can be argued that Uber is just one giant anti-taxi company campaign. It speaks to the consumer by saying, ‘we’re outraged by the price of Taxi’s too! Join our movement.’ It’s a very effective technique, given it builds a sense of comradery with the consumers against a perceived villain.
All industry’s have flaws, by pretending your industry is perfect you are inadvertently committing a major de-humainsation sin. Flaws are normal! Embrace them, and show consumers you’re working on them.