Tuesday, September 11, 2007

How interactive advertisements are creating brand loyalists

When the question comes to market a particular product to a set of people who are intelligent, tech savvy and have more information about "whats in and whats out", so the work of marketers becomes all the more difficult it seems, primarily because too many things are in the market already and to make your product visible among so many other products, first of all, companies should try making their advertisements all the more interactive. Some of the advertisements are shown below who have captured the imagination of their customers in a very subtle and creative way.

Watch the video in youtube

Note: Remember Hutch's Catch Phrase- "Where you go, our network follows" with that small cute little dog following. So this ad captures that attachment in this interactive ad.

One thing about these sort of advertisements is that they were able to make their product visible among their competitors' product. Now one argument can be that will these advertisements pull out moolah from the customers?

My argument will be that yes they will. Since the value attached to these brands are quite tangible for the customers, so they won't mind fishing money from their wallet.




One more aspect to interactive advertisements is that they have made customers a part of their promotional campaign.

So at the end of the day customer likes when the decision to buy a product rests in his hands and not by the companies who by their usual coaxing and snazzy campaigns try to influence them as it may lead to short term buying of course but not a brand loyalist.

1 comment:

kundan_bhaduri said...

Does the hype really count?

I mean, I am amused by the idea of a doggy following me (or whatever...)

But all this while when I was in India, I always chose this fellow, Hutch's competitor - Bharti Airtel, only because of its service quality, dominance in the market, and 'honest' billing.

So here you see, although I love to watch those puppy videos that hutchison releases, but that does not really translate into product sales - Advertising (static, dynamic or interactive) does not always translate into a product sale unless the product really is in sync with it.

Got it ?

Another example - the iphone - hell ya, its advertisements in this part of the word are super sleek, but at sunset, I end up purchasing a good Nokia or Samsung mobile set (which seems more foolproof) and is proven - rather than the 'super sleek iphone'. However, it be noted, that I am talking of the same product subsegment - One would be more comfortable spending 500 dollars(or 25000 inr) on a high end nokia, than spend the same amount on an apple gizmo which is just seeing day light....

Moral of the story remains the same - advertising only creates sale leads. Turning these leads into opportunities, and then finally to wins rests on the inert qualities of the product - tangible, or intangible.

Think about it.

Cheers,
kundan

Tuesday, September 11, 2007

How interactive advertisements are creating brand loyalists

When the question comes to market a particular product to a set of people who are intelligent, tech savvy and have more information about "whats in and whats out", so the work of marketers becomes all the more difficult it seems, primarily because too many things are in the market already and to make your product visible among so many other products, first of all, companies should try making their advertisements all the more interactive. Some of the advertisements are shown below who have captured the imagination of their customers in a very subtle and creative way.

Watch the video in youtube

Note: Remember Hutch's Catch Phrase- "Where you go, our network follows" with that small cute little dog following. So this ad captures that attachment in this interactive ad.

One thing about these sort of advertisements is that they were able to make their product visible among their competitors' product. Now one argument can be that will these advertisements pull out moolah from the customers?

My argument will be that yes they will. Since the value attached to these brands are quite tangible for the customers, so they won't mind fishing money from their wallet.




One more aspect to interactive advertisements is that they have made customers a part of their promotional campaign.

So at the end of the day customer likes when the decision to buy a product rests in his hands and not by the companies who by their usual coaxing and snazzy campaigns try to influence them as it may lead to short term buying of course but not a brand loyalist.

1 comment:

kundan_bhaduri said...

Does the hype really count?

I mean, I am amused by the idea of a doggy following me (or whatever...)

But all this while when I was in India, I always chose this fellow, Hutch's competitor - Bharti Airtel, only because of its service quality, dominance in the market, and 'honest' billing.

So here you see, although I love to watch those puppy videos that hutchison releases, but that does not really translate into product sales - Advertising (static, dynamic or interactive) does not always translate into a product sale unless the product really is in sync with it.

Got it ?

Another example - the iphone - hell ya, its advertisements in this part of the word are super sleek, but at sunset, I end up purchasing a good Nokia or Samsung mobile set (which seems more foolproof) and is proven - rather than the 'super sleek iphone'. However, it be noted, that I am talking of the same product subsegment - One would be more comfortable spending 500 dollars(or 25000 inr) on a high end nokia, than spend the same amount on an apple gizmo which is just seeing day light....

Moral of the story remains the same - advertising only creates sale leads. Turning these leads into opportunities, and then finally to wins rests on the inert qualities of the product - tangible, or intangible.

Think about it.

Cheers,
kundan

Tuesday, September 11, 2007

How interactive advertisements are creating brand loyalists

When the question comes to market a particular product to a set of people who are intelligent, tech savvy and have more information about "whats in and whats out", so the work of marketers becomes all the more difficult it seems, primarily because too many things are in the market already and to make your product visible among so many other products, first of all, companies should try making their advertisements all the more interactive. Some of the advertisements are shown below who have captured the imagination of their customers in a very subtle and creative way.

Watch the video in youtube

Note: Remember Hutch's Catch Phrase- "Where you go, our network follows" with that small cute little dog following. So this ad captures that attachment in this interactive ad.

One thing about these sort of advertisements is that they were able to make their product visible among their competitors' product. Now one argument can be that will these advertisements pull out moolah from the customers?

My argument will be that yes they will. Since the value attached to these brands are quite tangible for the customers, so they won't mind fishing money from their wallet.




One more aspect to interactive advertisements is that they have made customers a part of their promotional campaign.

So at the end of the day customer likes when the decision to buy a product rests in his hands and not by the companies who by their usual coaxing and snazzy campaigns try to influence them as it may lead to short term buying of course but not a brand loyalist.

1 comment:

kundan_bhaduri said...

Does the hype really count?

I mean, I am amused by the idea of a doggy following me (or whatever...)

But all this while when I was in India, I always chose this fellow, Hutch's competitor - Bharti Airtel, only because of its service quality, dominance in the market, and 'honest' billing.

So here you see, although I love to watch those puppy videos that hutchison releases, but that does not really translate into product sales - Advertising (static, dynamic or interactive) does not always translate into a product sale unless the product really is in sync with it.

Got it ?

Another example - the iphone - hell ya, its advertisements in this part of the word are super sleek, but at sunset, I end up purchasing a good Nokia or Samsung mobile set (which seems more foolproof) and is proven - rather than the 'super sleek iphone'. However, it be noted, that I am talking of the same product subsegment - One would be more comfortable spending 500 dollars(or 25000 inr) on a high end nokia, than spend the same amount on an apple gizmo which is just seeing day light....

Moral of the story remains the same - advertising only creates sale leads. Turning these leads into opportunities, and then finally to wins rests on the inert qualities of the product - tangible, or intangible.

Think about it.

Cheers,
kundan