Electronic Retailer - July 2012 - (Page 30)

All Media Are Not Created Equal The days of creating one campaign to be executed across all platforms are gone. Today, marketers must strategically allocate advertising message and dollars to any number of new technologies. BY LUKE HUBBARD AND JAMES MOUREY “Technology is a glittering lure, but there’s the rare occasion when the public can be engaged on a level beyond flash – if they have a sentimental bond with the product.” – Don Draper, Mad Men Advertising was a much different task in the era of Don Draper, often consisting of taking the same marketing message and altering it only slightly for one of three media – visual for print, audio for radio and – quite complex for its time – visual and audio for television. Modern advertising practitioners are well aware of the difficulties achieving breakthrough in a world inundated with clutter, not just with respect to advertising 30 content but also to marketing media. Long gone are the Don Draper days of simple print, radio and television campaigns. Now, the industry is awash with SEM, SEO, display advertising, retargeting, contextual targeting, mobile applications, social network marketing, email, online video, sweepstakes, affiliates and other emerging advertising technologies. Despite the unique richness of the multiple media channels available to advertisers today, many still follow an outdated advertising strategy: Create one campaign and execute it across platforms. While creative continuity is essential, advertisers should customize their messages and media strategies by device. Practitioners are failing to see the advantages different devices offer to connect with consumers on a deeper level and, subsequently, are missing out on capturing the full value from consumers. We propose several strategies for increasing the efficiency of advertising spend across three different mediums: desktops, mobile phones and tablets. Incorporating empirical data on usage, conversion and consumer psychology, ‘t electronicRETAILER | July 2012 http://www.naylornetwork.com/era-nxt

Table of Contents for the Digital Edition of Electronic Retailer - July 2012

Calendar of Events
Your Association Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
From the Executive's Desk
Cover Story: Could You Sell Like Amazon?
Counterfeiting: Why We Should Care and What We Can Do
All Media Are Not Created Equal
Guest Viewpoint
Inventor's Corner
Retail
Fulfillment
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - July 2012

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