We have
touched base on what cookies are and how they are connected to you, the end
user. Browser cookies track what websites you visit on your personal computer.
Once you leave a current website and visit another website, advertisements from
the previous website will continue to pop up. So these cookies are embedded
into browsers that haunt your every move after visiting a certain website, but
is that an invasion of privacy? Some think so, some could care less. Right now
these cookies are not accessible in mobile devices, but that will change over
time. There are many future trends in the online marketing field that will
change the way that we see and react to advertisements.
On the
Forbes website, author Jayson Demers discusses what he believes to be the seven
new and growing trends in online advertising.
Ad retargeting effectiveness and cookies is one of the trends that
Jayson discusses. Reminding customers of recent searches in ads psychologically
can lead to a build in trust with the company through repetition and
familiarity. Do you even realize how many ads you come into contact every day?
No one really does because it is becoming second nature to us. To increase the
amount of ads you see, more companies are becoming more mobile. It is projected
by Forbes that 87% of all sales will be connected through tablets and
smartphones. There is no escaping it!
Another
trend that Jayson really picks up on is the appearance of the advertisements.
Everyone wants his or her lives to be simpler with less stress. Our society
today has no concept of relaxation or taking time to do leisure activities.
Companies have picked up on this lifestyle quickly, so they know that when you
go to Google to look up something, they need to catch your attention fast and
get their point across. This is why
another trend that is growing is the fact that “less is more”. Forbes did state it in the best way saying: “there is a sense that from the
hyper-connectivity of our highly-digitized lives to the bright, flashy, complicated
sensory input we’re fed everyday, there is no way to continue at this pace. As
a result, 2013 is likely to be a year where the most successful marketing
strategies will be ones that are not only simple in nature, but promote goods
and services that serve to simplify the consumer’s life, or even just their
customer experience.”
Along with
this simplicity, you can see that these advertisements are using more images rather
than words to get their messages across. Showing a wendy's burger rather than telling you about it has a greater sensory appeal to it. This method gets their brand and value across to the end user,
which leads to more and more content being used. Companies need to be more
witty and entertaining to grab people’s attention. I know when I am looking on
twitter or Facebook, I immediately scroll past the ads with a bunch of
information that I don’t want to read and go onto the ads that pop up that show
me something that I want. That aesthetic appeal is growing more and more as it
becomes more accessible. That being said companies are trying to grab their
target market’s attention on any level of social media that it can. The more
people are sharing and creating talk about your company, the more change in
your pocket.
Online
advertisements are a huge growing industry that is evolving every second of
everyday. When is the last time you went to the “Penny Saver” to see what great
deals are coming your way? Will the Newspaper totally become paperless in the
next few decades? Once every business starts adapting these current and future
trends, what is going to have to happen next to get people’s attention? With
this new innovation, it just makes up for new unanswered questions that the
world is waiting to answer.
You can read more about these trends at: http://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/
Will there be a time where companies use video banner ads instead of text because. Videos have the ability to convey a message that is ten times more powerful than text content an. There is proof that great video content has the potential of becoming an overnight viral success. Also, with apps like Instagram, Snapchat and Vine, videos are being created, viewed and shared on mobile devices. Facebook has also introduced and enhanced their mobile advertising on their smartphone apps. Combined with the cell phone potential, how do you this this will bloom within the next few years?
ReplyDeleteI love this blog because I am a marketing major, and online advertising is right up my alley. I honestly do not mind that cookies track my online searches or history. It is a part of marketing successfully. You have to now who to target and what to advertise. This is a simpler way to do so. However, if a growing number of people are becoming upset about this invasion of privacy, rules may have to be implemented to prevent cookies. I think there is a way to do that on your computer actually (control whether cookies are enabled or not). It is not surprising that cookies will be on our phones and tablets as well, as this is the way technology is moving. Great blog!
ReplyDeleteI agree that cookies can be enabled and disabled depending on the users privacy. But as more advances in technology occur, I feel this in turn will allow hackers to access cookies for companies to help market their ideas. Although they say we are protected from our cookies being accessed, how realistic is that statement? Furthermore, It is interesting to see how companies are taking the imagery approach rather than description of their product. With only showing an image of a company's product, the ingredients nor descriptive language can be used, leaving the viewers eyes as the main deciding factor. It could be a risk for most companies, but it seems fast food companies seem to prosper most from this idea.
ReplyDelete