Now that more marketers are turning to digital ad campaigns, there’s pressure to stand out from the crowd. One way advertisers are doing this is through the use of more technology. In a recent Wall Street Journal article, Susan Vranica summarized some of the developments that ad agencies expect to see with respect to creative campaigning in 2012.
To keep consumers in front of their TVs longer, new apps such as Get Glue will be heavily promoted. These apps are all about creating a community among viewers who are watching the same shows, and ads, at the same time. But not everybody is watching through traditional TVS. For example, the audiences that consume entertainment via the web are younger. To be sure that ads are noticed, more marketers will turn to ‘racier content’ including the use of ‘banned’ words.
Some agencies predict that marketers will finally decide that maintaining a corporate website is so yesterday. Instead, leading edge companies may opt to have their primary identity, in the eyes of the consumer, be the one they use for social media. This will likely be Facebook.
Marketers will take advantage of technology to customize in-store promotions. Michele Fabrizi, chief executive officer of MARC USA, expects to see web-enabled kiosks that will recognize consumers and make ‘personalized product suggestions.’ Marketers will take advantage of the data they’ve stored about consumers and use it to influence in-store purchase decisions.
During the 2012 holiday shopping season, expect to hear about ‘mobile madness.’ With so many shoppers turning to these devices, Colin Kinsella, chief executive of Digitas North America predicts "the link between mobile and commercial will thicken." This will lead to another peak shopping day – Mobile Thursday.
Despite these grand plans, marketers and agencies realize that 2012 could be another economically difficult year. In that case, they’ll turn to the usual strategy to get consumers to notice them – humor.[Source: Vranica, Suzanne. Ad Trends for 2012. Online.wsj.com. 4 Jan. 2012. Web. 12 Jan. 2012]