Ad Campaigns Begin to Shift From Passive to Interactive

In the age of steadfast technology and fast pace communication, the traditional model of engagement with the consumer has undergone reconstruction. Nowadays, a consumer can type in a product in a search engine, “like” a Facebook page, and SMS their entire contacts in the matter of minutes.

Companies can now interact with their consumer on a higher degree than ever before. The emergence of these communication innovations has changed how advertisers market their product to their target audience. An agency must utilize these new platforms, in order to benefit the company optimally. These technological breakthroughs have led advertisers to develop a different way to motivate their consumer.

                  Behavioral scientists begin to unravel new findings in consumer engagement. That’s right; the days of the old traditional model of Awareness, Interest, Desire, and Action (AIDA) are vastly numbered. Consumer’s mindsets react more with interaction, actively participating with their product or service on their own time schedule. Due to this visual, hands-on approach marketers should be aware of some psychological factors that could intrinsically motivate the consumer.

Portraying a consumer in an advertisement is highly effective in certain cases. The key is autonomy. They propose if the marketers advertise the product in an enjoyable, realistic light it would enhance motivation. Secondly, if the consumer can participate in an activity, they are more apt to be inspired.

Discovery is a powerful tool to develop a relationship with a customer; it engages them to desire to learn more. For example, a company challenges its consumers to a digital scavenger hunt. Consumers participate, some win prizes, and it’s communicated through different platforms on the Internet, and from their the possibilities are endless.

Another way of engaging with your customer is through personal relevance. If the customer believes they are empowered, it creates interest. They believe they have a say in their message, and that creates importance.

Finally, everyone reaches to have their thoughts, feelings, and actions remain constant. It is common for their thoughts and feelings to change because of the initial action. If a consumer has taken this step, they are more willing trust the company, and develop a relationship.

Times are changing. Marketers must reform passive, traditional styles of ads and transition their mindset to the current consumer. A new generation enters the market, as another one exit. Companies will succeed, if they are willing to adapt…will yours?


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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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