New Media Advertising!

Sales and Marketing started with the Door to Door Sales. Salesmen usually learned their way from the experiences. They were apt to answer any query; they had a thorough knowledge of the product.

Then mail order, Print and TV advertisement came, also known as conventional marketing. The sales were done through advertisement. And advertising is known as multiplied salesmanship. Lot of thought of campaign managers went through the creative. They were trying hard to sell the product to the masses. The Ad used to be designed, taking care of the broader masses and demographics. The managers spent time to optimize the space and time to create an awareness, interest, consideration and trial (AICT). And they were able to get hold of larger mass with less cost. It became a boom. The Ad spending started increasing and so the sales because of them. Companies started venturing into the different geographies, the cost to reach the new customer was low and local know how was minimum to create a demand.

Now time is changing. New media is emerging. We can already feel the slow transition from conventional to new media. New Media brings more opportunity to advertisers. But why are we talking about new media? New media is future; it is digital, clearer and less costly. In no time new media will gain over Print and TV. They will be replaced by Internet and IPTV. Apart from being more clear and cost effective, new media will provide something which none of the mediums have provided above. They will provide us with measurement and control.

Measurement: Ability to measure the exact number of times a particular ad shown to a particular user in a particular region, with specific interest. A particular user means someone who is male/female with age.

Control: When we can measure all the above parameters, that mean there has to be way, where I can control them. Yes there are ways.

With New Media, Advertisement not only becomes cheap but very much effective. That means advertisement cost per sale goes down.

Now the big question: How do we tackle this? What can be the best strategy to create an effective ad? Simple, let’s go back few decade back, where salesmanship was the king. Yes man to man. And now it becomes ad to man, not men.

 Eleven pointers to work upon!

1. Every creative will be very precise and to the point.
2. Creative will be created based on the user profiles
3. User profile can vary, based on demographics, Time, Region and the user preferences.
4. Most importantly online user Psychic need to be figured out.
5. Creative displayed will change with the change in user.
6. There will no wastage of time and space, in terms of showing the same ad to the same user. Maximum an ad will be shown 5-10 times.
7. Assuming ad to be a sales person. Now ad will have only few seconds to convince the user and more importantly to grab his attention.
8. Lot of experimentation, test can be concluded without wasting the money and brand image.
9. Space will be a constraint. Lot of time will be spent on space optimization. Though it is not done today (Digital media)
10. Once a user attention is grabbed. There is lot of information and facts, which can be bombarded to him, for the final sale.
11. With online sales, lot of problems with distribution and dealers can be solved.

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