Advertising's New Medium: Human Experience
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Transcript of Advertising's New Medium: Human Experience
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Advertising’s New ExperienceHuman Experience
HAVARD BUSINESS REVIEW
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ADVER
TISING
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BE A PRESENCE
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MARKETERS MUST FOCUS LESS ON WHAT ADVERTISING SAYS TO ITS TARGETS & MORE ABOUT WHAT IT DOES FOR
THEM
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BUT THAT’S DEFINITELY
NOT THIS WAY…..
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DOMAINS THAT NEED FOCUS
1. THE PUBLIC SPHERE
2. THE SOCIAL SPHERE
3. THE TRIBAL SPHERE
4. THE PSYCOLOGICAL SPHERE
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1. THE PUBLIC SPHERE
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THE WAY PEOPLE USE MOBILE…
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PRINCIPLES FOLLOWED
1. THEY ARE RELEVANT IN CONTEXT
2. THEY HELP PEOPLE REACH OBJECTIVES
3. THEY ARE BRANDED INTERVENTIONS4. THEY PROVIDE ENGAGING, REFRESHING, OR COMPELLING EXPERIENCES
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2. THE SOCIAL SPHERE
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3. THE TRIBAL SPHERE
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4. THE PSYCOLOGICAL SPHERE
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WHAT THEY ASPIRE TO DO…
1. THEY SEEK TO CREATE HABITS
2. THEY GUIDE COGNITION
3. THEY CONNECT A BRAND WITH A MOOD OR EMOTION
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PLACING ADS IN THE SPHERES
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STEPS WHICH OFFER A USEFUL FRAMEWORK…
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1. DEFINE THE OBJECTIVES
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2. TARGET THE CAMPAIGN TO
CREATE VALUE FOR CONSUMERS
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3. TEST, LISTEN & ADJUST ADS TO
IMPROVE THE CUSTOMER
EXPERIENCE
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4. EVALUATE AN EXPANSION STRATEGY
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5. REFRESH THE MESSAGE
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PROF. SAMEER MATHURIndian Institute Of Management, Lucknow
Professor in Marketingwww.IIMInternship.com
Created By;
SIDHANT PATINATIONAL INSTITUTE OF
TECHNOLOGY, ROURKELA
As an intern, under the guidance of,