As someone who works in creative advertising, I love looking at ads. They entertain me, and inspire me to think in new directions. Even the bad ones have value – they demonstrate what NOT to do. But after a hard day’s work, I finally sit down on the couch for some diversion… and my DVR hands over a new option. Watch commercials, or fast forward through them? Ouch. Sometimes it’s a tough call, but when it all comes down to it, I’d rather keep the real entertainment rolling. I’ll take my nights in slow motion, and my breaks in fast forward.

The truth is, TV ads just aren’t getting the reception they used to. Maybe it’s because interactive media have presented us with a choice – look at ads, or play with them. We humans are a fun-loving sort… we play with our food, play with our hair, and now we play with our brands. Interactive advertising is not only proving to be more enjoyable, but also provides a richer learning and brand-driven experience.

Jonathan Lemonnier cites in his article:

While interactivity overwhelmingly scored above regular spots across the board, of more interest is the quality of that interactivity, the agency [2CV] said. "Interactivity magnifies the communication's effect, but that goes both ways," said Weapon 7 Managing Partner Steven Hess. Mr. Hess likened interactive advertising to a "social contract," where consumers accept to enter the brand's world -- a difference from past advertising efforts that interrupted the consumer's life. Continue reading article (login required).

This newer form of advertising engages us with a virtual brand encounter. It can offer a richer experience, even with simple messages or concepts. Because it achieves this feat better than any other medium, it has appropriately been deemed as “rich media.” But like all channels of communication, there are pitfalls along the way.

Just because an ad can pop and twist, it doesn’t become great. New innovations have to be used with sensitivity and tact. It is not uncommon for trigger-happy marketers to abuse the technology and create a pile of glaring, irritating matter. There are many considerations to creating truly rich content. Fortunately, savvy marketers and experienced agencies can properly wield these resources. It takes the right approach to connect with your audience – and it takes even more to integrate rich media into a wholesome, cross-channel campaign. Besides, why would you settle for TV commercials when you could offer this?

New forms of media bridge the gap between influence and entertainment. However, observing best practices is the key to impact, control, and sweet user delight. I think it was Spiderman who said, “With great power comes great responsibility.” Or was it this guy?

The New Marketing Economy is brought to you by Annodyne, Inc., a full-service provider of integrated marketing solutions. Annodyne is an enlightened breed of agency, bridging the gap between traditional and digital media – to modernize business and brand.

Posted by Jonathan Sauer at 10:35 AM
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You know the story by now. Media fragmentation is changing the way we market to consumers. Consumers have all the control (if you are unfamiliar with this theory, start at blog 1 of the new marketing economy [include link]). With the continuous advent of new technologies and online media publications, the options seem endless. This splinter effect has turned marketing upside down, and has left many feeling overwhelmed with questions. But, don't fret. You're not alone.

Where do you place your buys, how much do spend, and at what frequency? The answers used to by very different. You had a dozen different options, years of experience and an instinct of what would work for your brand. Now the game has evolved. It's like comparing the Atari to the Xbox 360. You use to have one button and a joystick. These days you’re presented with a whole new way of gaming. You have multiple buttons, two different joysticks on one controller, and let’s not even go there with the Wii.

In the book Good to Great, by Jim Collins, he writes about a master’s forum for executives that he attended where the themes always seemed to focus on technology and change. He pondered as to why this was a reoccurring theme, and came to conclusion that people are afraid of change. They fear that some new technology will appear without their knowledge, leaving them behind. Everything has become extremely complex. You can advertise in countless magazines, websites, communities, locations, etc. The bright side is that you are not the only one experiencing this. Everyone is in the same situation…even your competition. The key to all of this is what you make of it. Those who saw the trends and got a head start may have a leg up, but things are changing every day. Therefore, it’s not too late to get up-to-speed.

Getting up-to-speed is easy. You have to start by realizing that you will never know everything. Then hire a smart agency. I don’t just mean go out and find an agency that’s current with technology, but go out and find a smart one. A smart agency understands the technology trends, but also more importantly understands your business and all aspects of marketing. If you hire a firm to keep you informed of change, then that’s all they will do. They will look for every opportunity that exists and make recommendations that may not coincide with your brand or business. You need a firm that can lead you through the tangled web of the internet without getting you caught up in it. You also need one that has the right approach.

The right approach simply comes down to tracking and measuring. This has been another overstated comment in recent years, but it’s the only future for marketers unless you have an infinite budget. By tracking each marketing channel, publication, size, etc. you are able to test the waters. The keyword here is test. You will have to test in a lot of places before you even get a clue as to what is working for you. [shameless plug alert] Luckily for you, we are launching a self-serve lead tracking system called Annotrak™ that can track the effectiveness of all marketing channels both online and offline.

As a fully integrated marketing agency that modernizes brands, we have become this new breed of agency that is piecing the fragments back together. The key to our success has been tracking, but more importantly, our knowledge of traditional and online marketing. By comprehending the brand strategy, we fully align brand goals with new technologies and media. We are on top of technology trends, like social and mobile marketing. We can find the right fit for your brand, but only after testing it of course.
So, it’s time to wake up to the New Marketing Econonmy, take a doctor-prescribed valium, and let a wise agency take your troubles away.

Posted by Nick Bartolomeo at 11:07 AM
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When you put an ad on a billboard, many people see it. It’s enormous, it’s grand… but how far away can it be spotted? Its reach is measured in short distance.

When you put an ad in a magazine, more people see it. It’s vivid and directed… but it has a similar type of limitation.

Regardless of format, print ads can only cover so much space.

These ads serve a purpose within a certain scope… but they’re limited by access. Billboards can only be seen by people passing a precise location. Magazines can only be seen by people with subscriptions or single issues, often within a certain area. When it comes to physical media space, there are strict physical limitations.

In contrast, virtual media space is virtually boundless. When you put an ad on a website, anyone in the whole wired world can see it. Regardless of whether sites are local, regional, national, or global, online advertising enjoys shared, wide open access. Scattering ads throughout the internet gives a possibility that cannot be matched in print.

Perhaps this is one major reason why traditional newspaper companies are forced to adapt. And surely it has something to do with the troubles of physical media. And they’re certainly not saying this about print ads…

The internet gives brands more reach than any other medium – and this is only the foundation of its advantage. Online ads can be more finely catered to specific audiences, their performance can be tracked, they can be rotated more frequently, they can move, interact, and have unrivaled direct response capabilities.

Online advertising coasts around the physical boundaries of the real world. After all, there aren’t too many places I’ve visited with numbers like these.

The New Marketing Economy is brought to you by Annodyne, Inc., a full-service provider of integrated marketing solutions. Annodyne is an enlightened breed of agency, bridging the gap between traditional and digital media – to modernize business and brand.

Posted by Jonathan Sauer at 09:38 AM
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