For electronic enthusiasts, there’s good news. More products are on the way; and you’ll find out about them without a moment to spare.
There’s nothing “conventional” about the way ads reach us anymore. With the arrival of social media, comes a marketplace balancing act between hardware, apps, and infrastructure. And it’s all working to saturate your everyday lives with information on the latest trends in consumer products. Of course the promotion and increased sales of consumer electronics is self-perpetuating since it’s also the conduit through which most future ads will be flowing.
As social media has dominated conversations about new advertising strategies, one can’t ignore the devices to which they are applied. The perceived dichotomy between the tangible electronic devices and the apps that run on them. There is, in fact, a symbiosis effecting each other’s development.
So, what does it all mean? The feverish pace at which new applications are written, the hundreds of thousands of relevant patents used in new product collaborations, and the so called “Internet of things”, presents profound changes in advertising.
It’s not just about the apps. There’s been remarkable progress in hardware and specifically the mobility of computing devices.
More than a decade ago, desktop computers were beginning to be replaced by laptops, which are quickly being replaced by tablets, and are slowly becoming indistinguishable from smartphones. In most cases, differences between devices have more to do with size and less to do with function.
Tablets and smartphones have also been outselling PCs to various degrees since 2010. It speaks to an evolutionary change and the mobility of billions of computing devices throughout the world. Each one of those devices has the potential to display a brand. Aside from mobile devices, there are growing opportunities in gaming systems. It’s an enormous online market and commands an ever growing range of product advertisements; from the games played on them, to music, movies, and much more.Techniques of engagement which have been well-suited to social media, can experience added value as a mobile app. There are many ways to explain added value. The ability to receive information in real time and the increased sophistication in touch screens are just two examples. They allow the user to see video ads without delay, and engage in games designed by marketers to attract a target audience. Some examples of marketing strategies which have benefitted include:
Developing real-time marketing techniques, which coincide with events as they occur. It’s a technique which is absolutely dependant on mobile devices that follow the user and delivers content on a moment’s notice. One example is the popular “You can still dunk in the dark”, which was retweeted over 15,000 times.
Creating Animated infographics which better maintain the attention of the viewer has also shown to be interactive.
Incorporating games, devices, and activities into a marketing campaign has also gained traction, like Verizon’s Stop-Motion Studio, where the user can actually create a stop motion video.
Branding is now interactive. Conversations on branding now include ideas on incorporating a “persona”, where the advertising takes on a certain theme, tone, or personality. They vary from mild-mannered to wild, and can even embody a political position.
Hardware advancements and the evolution of marketing strategies have also been significantly affected by online services, particularly by Google and Google-owned companies like Youtube. There are seemingly endless possibilities in terms of creating content, which often comes at little or no financial cost to the user. These three aspects of online marketing are what defines product placement today.
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