未来的营销:广告实体化、数字化

The upcoming Super Bowl is likely to draw as much attention for its commercials as it will for the game. But what used to be the biggest advertising moment of the year is no match for ads in the digital age. Social networks and mobile media are changing the face of advertising and many are wondering what to expect next. Teressa Iezzi, editor of the online publication Creativity, tells NPR's Renee Montagne that advertisers are not abandoning old methods, but updating them to meet consumers where they are: online.

在即将上演的超级碗比赛上,广告很可能会抢比赛本身的风头。但是曾经的年度最盛大的广告时刻在数字时代的广告面前也只能算是小巫见大巫。社交网络和移动媒体正在改变广告的面貌,于是许多人都在期待下一个新花样会是什么样。网络刊物《Creativity》的编辑特丽莎•耶齐对美国国家共同电台的主播勒妮•蒙塔涅说,广告人并不是要抛弃老一套,而是把老一套稍加改造用在消费者所处的新环境:网络。

The Super Bowl itself is an example of how much has changed in the advertising industry, says Iezzi. Historically, brands would spend millions of dollars to air an ad for 30 seconds. Now, that 30-second spot is just the beginning.

耶齐说,超级碗本身就印证了广告产业所发生的巨大变化。过去,某个品牌会斥资数百万美元在电视上投放一个30秒的广告。而如今,那个30秒的广告通常只是个开端。

Advertisers run their ads during the game, "because it's still a mass vehicle," she says. But that TV ad is a jumping off point for continued interaction on Facebook, or on Twitter, or an online contest.

广告人会在比赛期间投放广告,“因为那仍然是主要的宣传渠道”,她解释道。但是电视广告通常都是为在Facebook、Twitter、或是某个网络竞赛中与消费者的后续交互作铺垫的。

"They don't just run the ad and then that's it," she says.

“并不是他们投放完广告就完事了。”她说。

Companies can now be in constant communication with their consumers, whether in print, on TV, online or via mobile phones.

现在的公司可以通过印刷媒体、电视、网络或者手机与他们的消费者保持沟通。

The hugely successful Old Spice ads featuring "The Man Your Man Could Smell Like" are an example of a recent campaign that began on TV and became an online phenomenon. The commercial, which features a funny script delivered by a man with chiseled abs, has been watched online by millions and spawned countless parodies. Facilitating this kind of interaction "is the Holy Grail for marketers," Iezzi says.

一则题为“你家的男人闻起来也可以是这个味儿”的Old Spice男士香水广告取得了巨大的成功,这是一个最新的始于电视并在网络上蹿红的广告宣传案例。这则广告的最大亮点是腹肌发达的男主角和搞笑的台词,该则广告视频随后在网络上取得了百万次的点击率,并且衍生了无数恶搞作品。耶齐说:能够带动这样的互动“是每一个营销人员梦寐以求的事情”。

Marketers have also gotten creative about providing opportunities for physical interaction with their products. Mitsubishi, for example, developed an online test-drive that allowed potential customers — sitting at home — to control an actual car driving around a track.

在提供消费者与他们的产品进行实体互动的机会方面营销人员也是越来越有创造力了。譬如三菱公司推出了一个在线试驾的服务,可以让潜在客户足不出户就能开着一辆真车在跑道上行驶。

Following the digital revolution, many advertising agencies are looking for similar ways to bring the digital and physical worlds together. It is a new trend that is producing some of the most interesting and successful campaigns, Iezzi says. These campaigns are using the online experience to improve the overall experience for the consumer.

在数字革命的浪潮下,许多广告公司都在寻求类似的方法来把数字世界和现实世界结合起来。耶齐说,正是这种新潮流在催生一些最有趣而成功的广告宣传。这些广告宣传运动利用在线体验来提升消费者的总体体验。

One campaign that attracted attention was Volkswagen's "Fun Theory," in Sweden. In addition to a website, the agency set up public installations throughout Stockholm. To encourage people to use the stairs, they set up a subway staircase to look — and sound — like a piano keyboard. The stairs created a fun experience for consumers that was then translated into an online campaign.

另外一个引人注目的广告就是大众汽车在瑞典做的“乐趣理论”广告。除了建网站之外,广告公司还在斯德哥尔摩的各个地方安装了公共设施。为了倡导人们多走楼梯,他们把一个地铁站的阶梯改造成钢琴键盘的样子,不仅外观像,而且能弹奏出钢琴的声音。这个台阶为消费者创造了一种快乐的体验,随后这种快乐体验被融入到网络广告宣传活动里去了。

This use of multiple platforms poses a challenge to big agencies that were built around catering exclusively to television. Some of these big marketers were slow to react, says Iezzi, but Madison Avenue-style agencies are beginning to reorient themselves and expand their digital work.

这种跨平台的应用对那些专门制作电视广告的大公司提出了挑战。耶齐说,这些大公司当中有一些反应迟缓,但麦迪孙大街的那些广告公司已经开始为自己重新定位并且扩展数字广告业务

"They're bringing in new kinds of talent, they're bringing in technology talent," she says, "and they're expanding their creative team … beyond just the copy writer and the art director to include interaction designers and all these different kinds of people contributing new ideas to what an ad campaign or a brand experience can be."

“他们在引入新型的人才。他们在引入技术型人才。”她说,“而且他们在拓展他们的原创团队……不再只有广告文案和艺术总监,还加入了交互设计师和所以这些不同类型的人才,大家一起出谋划策,创造新的广告宣传作品和品牌体验。”

In a new book, The Idea Writers, Iezzi discusses the changing landscape of the brand creativity business. She predicts that the next few years will be interesting for the advertising industry, as advertisers develop more ways to use mobile media.

耶齐在她的新书《The Idea Writers》中探讨了品牌创意企业的新形势。她预言未来几年广告产业将会十分有意思,因为广告人会开发出更多结合移动媒体的宣传方式。

"Now, with smart phones and location awareness and tablets, you've got multiple screens speaking to each other," Iezzi says. "I think you're going to see a lot of the most interesting things in advertising happening with that."

“现在有了智能手机、位置感知和平板电脑,这样一来你就有了好几个带屏幕的家伙。”耶齐说。“我想在它们身上你将会看到很多广告界最有趣的事情发生。”

 

via  willchristenson

 

 

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