Electronics manufacturer LG had to pull an ad for its TV recording devices from Australian TV recently. Was it too racy for television? Not at all; the problem was that the advertisement listed the greatest benefit of the product in a way sure to get the attention of any TV viewer ? the ability to skip commercials!
The original ad featured a line that would have had universal appeal to TV viewers: "When you replay, you can skip the ads." But after the commercial and pay TV networks refused to run it LG recut it to include the considerably less catchy line: "And when you replay, you can skip straight back to the action."
While the broadcast networks have won the battle, the war is definitely going to go be won by the consumers, who will, of course, be able to skip commercials, so advertisers will have to find other ways of reaching viewers.
1. Product placement, sponsors and ads that aren't ads.
I've recently been watching an HBO Drama The Wire and one thing that caught my eye is the omnipresence of Heineken beer, usually featured with the label nicely facing the camera. Obviously some moolah is changing hands there. I've also lived in Japan, where I swear almost everything on TV is an ad. Whenever a product, place or event is favourably reviewed, you can bet dollars to doughnuts that money is involved (a fact that is almost never disclosed). Me, I prefer journalistic impartiality, but that's clearly on the way out.
2. Precision targeted ads.
With TV recording technology increasingly in use in the home, advertisers are looking for more ways to get their message to consumers. Many have suggested that we may soon see TV advertising which works much in the way that pay per click advertising such as Google AdWords does. This could be much more cost effective for advertisers, but this is still a form of "push" marketing, even if it may work on a pay per impression model.
3. The rise of education-based lead generation and marketing.
Companies are increasingly in the business of giving away (or even selling) audio files, DVDs, white papers, reports and other informational products which allow marketing departments to generate leads while being able to focus the bulk of their efforts on highly targeted marketing campaigns. I myself am now running a number of lead generation campaigns for companies who once wouldn't have been at all interested in these sorts of direct marketing efforts.
4. Marketing will need to be 100% costed and accountable.
If you don't use targeted, cost effective and above all accountable marketing strategies, prepare to lose business. These include both online and offline marketing efforts.
5. PR and spin will trump orchestrated brand-building and marketing efforts.
Companies are already putting more of their marketing budgets into making a news worthy stories out of their offerings.
6. Even narrower niches.
Gaining a larger share of the market has become a lot harder to do ? and it s something you'll see companies turning away from in favour of targeting smaller and smaller niche markets instead.
7. Blue Ocean Strategies.
The rewards of value innovation will become even greater as smart companies refuse to mash themselves to a pulp butting heads with their competitors in hyper-crowded markets. Instead, the most successful companies and brands will strive to create uncontested market space - easier said than done. - 15478
The original ad featured a line that would have had universal appeal to TV viewers: "When you replay, you can skip the ads." But after the commercial and pay TV networks refused to run it LG recut it to include the considerably less catchy line: "And when you replay, you can skip straight back to the action."
While the broadcast networks have won the battle, the war is definitely going to go be won by the consumers, who will, of course, be able to skip commercials, so advertisers will have to find other ways of reaching viewers.
1. Product placement, sponsors and ads that aren't ads.
I've recently been watching an HBO Drama The Wire and one thing that caught my eye is the omnipresence of Heineken beer, usually featured with the label nicely facing the camera. Obviously some moolah is changing hands there. I've also lived in Japan, where I swear almost everything on TV is an ad. Whenever a product, place or event is favourably reviewed, you can bet dollars to doughnuts that money is involved (a fact that is almost never disclosed). Me, I prefer journalistic impartiality, but that's clearly on the way out.
2. Precision targeted ads.
With TV recording technology increasingly in use in the home, advertisers are looking for more ways to get their message to consumers. Many have suggested that we may soon see TV advertising which works much in the way that pay per click advertising such as Google AdWords does. This could be much more cost effective for advertisers, but this is still a form of "push" marketing, even if it may work on a pay per impression model.
3. The rise of education-based lead generation and marketing.
Companies are increasingly in the business of giving away (or even selling) audio files, DVDs, white papers, reports and other informational products which allow marketing departments to generate leads while being able to focus the bulk of their efforts on highly targeted marketing campaigns. I myself am now running a number of lead generation campaigns for companies who once wouldn't have been at all interested in these sorts of direct marketing efforts.
4. Marketing will need to be 100% costed and accountable.
If you don't use targeted, cost effective and above all accountable marketing strategies, prepare to lose business. These include both online and offline marketing efforts.
5. PR and spin will trump orchestrated brand-building and marketing efforts.
Companies are already putting more of their marketing budgets into making a news worthy stories out of their offerings.
6. Even narrower niches.
Gaining a larger share of the market has become a lot harder to do ? and it s something you'll see companies turning away from in favour of targeting smaller and smaller niche markets instead.
7. Blue Ocean Strategies.
The rewards of value innovation will become even greater as smart companies refuse to mash themselves to a pulp butting heads with their competitors in hyper-crowded markets. Instead, the most successful companies and brands will strive to create uncontested market space - easier said than done. - 15478
About the Author:
Author: David B. Ascot knows the latest on sales lead generation methods and your client levels will increase when following his recommendations concerning online lead generation.
