With consumers looking down on traditional advertising methods more and more, the business world has been forced to get a little creative.
People no longer want to deal with pop-up ads, so everyone and their momma has a pop-up-blocker installed on their computer.
Forget television commercials. With Tivo and DVRs, people record those and skip right through them.
Screw all of that signage in they gym, airport and other commercial buildings, I’m turning on my IPod so I don’t have to pay attention to that stuff.
Even with Internet giants Facebook and Google, people don’t want the ads that are being forced upon them, they want the pictures that they are browsing through or the organic search results that fit their needs.
However, there are a few methods out there that companies are taking to improve their chances of getting your attention.
Facebook for example, is taking aim at getting a better ROI for their advertisers by introducing a their Fan pages application, which allows advertisers to set up a “MySpace like” page where facebook users can pledge their affinity for the company or product, and advertisers can reach out to those “fans” through targeted call-to-action promotion.
Google has implemented YouTube into their Adsense/Adwords programs, thereby finally making that big step into making YouTube a valuable marketing device.
BMW has taken advantage of all of those signs you see in the airport by place short-codes (5-digit numbers) on them, allowing mobile device users to dial-in the number and download a BMW application that shows BMW videos and ushers consumers to dealership.
Then there are the new street promotions, that involve replicating a company’s website into a “fair-like” atmosphere, where usually kids, and sometimes adults, can partake in a bunch of interactive activities. There is also the “fake-protests” idea by Naked Juice, where people in fruit costumes voice disapproval to being “butchered.”
Several fast-food restaurants are also placing short codes on their food products (the containers that is). This turns a traditional medium into an interactive advertisement, and it also allows for increased segmentation and measurement of a company’s marketing efforts.
All and all, companies are trying to change the way consumers get their advertisements. With TV viewership dropping, click-through rates falling and a declining economy, advertisers know that they have to do something to get this generation’s buying power to fixate on their products. So they are trying to get those consumers who have found their way around consuming traditional advertising.
Of course, there are those pesky DVD commercials prior to the menu screen that I still can’t figure out how to skip.