Dec
07
2009
It’s ALL Advertising
More notes from the International Advertising Bureau’s MIXX conference.
Can you imaging spending 3/4 of your ad budget in ditial marketing? Adobe can, and they do. They have created proven campaigns, and alleviated concerns by sharing data and results. The first speaker of the conference, Anne Lewis, Senior VP of Adobe, set the theme with this statement: It’s ALL Advertising. When you think about it, it’s true. Every piece of material we put out there for a brand can either credit or discredit that product or brand. It’s important to make sure that what you are putting out there is relevant to your target audience.
Anne gave a great example of how it really is ALL advertising. This is all about brand engagement, and what is relevant to the consumer. If you haven’t been to their site lately (or ever), check out http://www.converse.com. The site allows users to ‘buy, make, or play’ and fully engage with the Converse brand. Users are able to create a shoe that is unique to them. In her example, Anne spoke about creating a pair as a gift for her son, and after engaging so closely with the product, she decided she needed a pair as well. Anne, on stage in formal business wear, certainly didn’t look like a typical Converse wearing customer, and she herself stated she had never owned shoes from that brand before, and never thought she would. However, there she was online buying a pair for her son and herself. It’s ALL advertising. What can you do for your client, that is so relevant for it’s target audience, that it doesn’t necessarily feel like advertising, but allows that user to engage and become sold and loyal to the brand?
