Advertising. By Fumiya, Irene, and Nikhil

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Merryl Hollie Sherman
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1 Advertising By Fumiya, Irene, and Nikhil

2 Aspiration Statement The goal for our foresight project is to look into the future of advertising through different lenses of perspective, such as technological growth, consumerists attitudes, and multiculturalism. We definitely want to concentrate on the technological aspect because it is currently the most relevant industry that seems to be growing at the most rapid pace and having the biggest impact on advertising. We also want to analyze how advertising will continue to captivate today s people who are developing increasingly short attention spans, and have higher expectations and more criticism for consumerist industries and brands.

3 Brief Intro Advertising: The activity or profession of producing advertisements for commercial products or services. in the past ads have been unpersonalized, annoying and often ineffective.

4 Aspired Scenario The advertising industry is facing more change in the next 5 years than the last 50, so you can imagine how much it will have changed by Increasingly empowered consumers, more self-reliant advertisers, and ever-evolving technologies are redefining how advertising is sold, created, consumed, and tracked. "The question for creative agencies is whether they can wake up, react to what's going on, engage the crowd, and make themselves part of the new reality." -John Winsor (Businessweek)

5 Attention Consumers are gaining more control in how they view, interact with, and filter advertising in a multichannel world. Formats are evolving to contextual, interactive, permission based and targeted messaging to retain attention Attention is being shifted away from linear TV, and adopting ad-skipping, sharing, and rating tools.

6 Examples

7 WOM Marketing Product information communicated through WOMM has an added layer of credibility because of personal nature of communications between individuals. Receivers of WOM referrals tend to believe that the communicator is speaking honestly and unlikely to have an alterior motive (ie. an incentive for their referral) (Ex: Brand Advocates, buzz, blog, viral, grassroots, and social media marketing)

8 WOM Statistics

9 "To what extent do you trust various forms of advertising?

Search Marketing Collaborated search marketing: Collaborative Search Engines (CSEs) are an emerging trend for Web search and Enterprise search within company intranets.

10 Search Marketing Collaborated search marketing: Collaborative Search Engines (CSEs) are an emerging trend for Web search and Enterprise search within company intranets. Implicit Collaboration: -characterizes collaborative filtering and recommendation systems in which the system infers similar information needs. Google's Internet based advertising: sites join the Google Display Network and serve ads to users based on browsing history.

12 Relationships Advertising is all about relationships, and the heart of the client/agency is relationship is trust. Clients are realizing that they don't need to be paying the bigagencies for the best creative work out there. Agencies need to adapt their business models soon, in order to maintain or rebuild these relationships.

13 Creativity Take advantage of this digital age. Technology can be used to tap into a wider domain of creativity, while maintaining a lean infrastructure. Simplicity and innovation for the same, if not better, results. The client gets access to a variety of ideas, while the creative talent isn't bound to the agency.

Crowdsourcing Mass collaboration, co-creation, and crowdsourcing are becoming increasingly important. Picking the right crowdsourcing platform (out of the hundreds available) is key.

14 Crowdsourcing Mass collaboration, co-creation, and crowdsourcing are becoming increasingly important. Picking the right crowdsourcing platform (out of the hundreds available) is key. Success will come from breaking a project into smaller pieces, and tapping into different resources for different elements. Combine "expert-sourcing" with crowdsourcing for best results.

15 CHANGE The spectrum and growth of the advertising industry and marketing is something to be celebrated and improved, rather than condemned. This industry is experiencing a radical evolution, and people are taking control over what used to be a closed society. "Change is scary. But it's also a reality."

ads. Facebook Incorporating ads into timeline Will continue to add

16 Worst Case Scenario To make people buy more through consumerism, and to degrade the convenience of services we use by adding more ads. Facebook Incorporating ads into timeline Will continue to add more in the future Collaborate with companies like Zynga to promote games

17 Sharing Many advertisements are done by allowing friends to share. Online gaming Persuades friends to buy the same games Facebook connecting to other services Spotify Readers (articles) Instagram

18 More Advertising Increasing the amount of advertisements discretely People are still moving towards the paid services Manipulation with cookies

19 Spams spams are very common today Spams in the social networking sites Direct Marketing

20 Summary The ban of billboards in some states/countries will also happen online But advertisments work, as many new companies (and old) are growing rapidly because of them The worst case scenario is that companies will use their resources to advertise a lot, but the effects might be reversed due to inefficiency and complaints

21 Best Case Scenario The absolute best possible way we could see advertising in the future. Best for the people as well as the companies, who need to spread awareness of their product in order to survive.

22 Consumer Utopia Technology that surrounds us will incorporate products into our lives It will become easy for the company to reach out to the people all the time so people will be satisfied to get whatever they will ever need

23 Personalized Advertising All advertising will be tailored to the individual s consumption history and preferences. Companies know your actions so well that your consumption experience will be tailored to your exact needs.

24 Democratization of Options People to People wisdom of the crowd model which will pull together vast numbers of consumer-producers Products made by the people for the people Ex: istockphoto Able to advertise products made by the people -people may like products made by average joe people recommending products to their friends

25 Communicating Ideas Advertising will move to a point when it won't just be about selling but communicating ideas and selling in an indirect and creative way. Ads that quietly deliver brand information Captivate audience -- not annoying normal ad = sharpie = dulux

26 Socially responsible advertising Brand survival will be tied to promoting environmental sustainability, social equity and quality of life Advertising will have to promote social change. Patagonia, the outdoor clothing and gear corporation is committed to inspiring solutions to the environmental crisis. Companies are aware of pollution they make -- tell the people that they are working to reduce it Make people like companies more because they care.

27 The Balance When done right, info taken by companies can be useful for people and advertisers When done wrong, it can be creepy and annoying There needs to be a balance with companies tailoring things to you -- and with them giving privacy.

28 Bibliography

The Zero Moment of Truth (ZMOT)

The Zero Moment of Truth (ZMOT) EVALUATING YOUR BRAND S HEALTH AT THE ZMOT BRANDING AND MARKETING FOR TODAY S BUSINESS PROFESSIONALS Context Consulting Group, LLC www.contextconsultinggroup.com 2017 The