With Marketers Gunning For Performance, Are Consumer Expectations Compromised?
BPRISE has been working with a number of brands courtesy agencies this year. With a two-year product in the making, we had with us some time to watch the market. It was unnoticeable at first, then with some deliberate effort, the mismatch really stood out. Interestingly, various other industry veterans had the same opinion. Advertisements on traditional media like print, tv, and outdoor billboards had a flavour that us Indians fell in love with. Utterly, butterly? Delicious, right? Talk about dairy products, milk specifically and we’ll have Amul at the tips of our tongues. Countless publications have revered Amul’s work when it came to advertising. They’ve brilliantly maintained contextual relevance and wit in their ads, till date.
Advertising: Evolution & How
Initially we were coaxed to buy stuff and marketed to on tv, radio, billboards and other print mediums. Today we have no choice but to consider digital advertising. At the start of this year it was written in the papers that the share of digital spending is expected to be about 16% of the total ad spends estimated to be around Rs 59,000 crore this year. Clearly brands believe in the power of digital, for advertising. And we do too. Why else would we spend our days and nights working on a technology platform for digital marketers? It is because man has evolved, technology has followed suit. Technology has provided convenience and we’re optimistic that the agencies using our automation platform agree to that. But what’s the one issue in the whole of advertising that’s quite the misfit? What is that one evidence of neglect?
Advertising: What A Miss
Image stills of tv ads reincarnate as poster ads. Video ads that run on tv sometimes show up on websites. Why cut corners with creatives? Disinterested viewers often skip ads that look and feel generic. Tech providers have been investing time and inventing tools to help brands up their relevance in advertising. Then why resort to image stills for poster ads? What about relevance? What about context? Where’s the personalization for ad viewers? Consumer mindset when watching tv and other mediums is different. This is precisely why creative on different mediums need to be treated differently. So how can advertisers be mindful of viewer expectations and needs? We bet that insights can help. Having an idea of what your customer needs (if you’re a brand) and what your content consumers relish (if you’re a publisher) can make a big difference. Experiment with native ads, videos, image ads, social media and more to truly pinpoint what works for you.
Advertising: How To Fix
The number 1 recommendation is to stick to the basics. Start with ad dimensions, ad relevance and speak with viewers by keeping the context in mind. Of course, nothing replaces customer intelligence. Knowing who the viewers are and what they’re likely to like will be beneficial. You know as good as we do, how consumers are. They want quality and they want brands to cater to their specific needs. In fact, if you’re reading about the top-5 holiday destinations in India, you’d appreciate a tour company’s video ad explaining why they’re the best. We’ve had the privilege of meeting numerous digital experts, genius agencies and lovable brands and what they’ve had in common, apart from BPRISE, is their genuine interest in having ads made exclusively for specific sets of people. So, what does everybody vouch for? Customer insights! And this becomes more important to you as niche your market becomes. So, with growing trends in technology like AI, IoT, digitally-powered-everything and with a pressure to make everything perform, we hope consumer needs are met and not compromised. May ads, email campaigns, sms campaigns speak directly with the customers when it matters to them.