Advertising’s New Medium : Human Experience (inspired by the article of Jeffrey F. Rayport)
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Advertising’s New Medium : Human experience BY JEFFREY F. RAYPORT Presentation by Elaine Lorent
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We are living in a media saturated world, which is kind of a sad reality for us marketers. I had the chance to work on that project, that sort of gives a new ways to reach your target audience in a less intrusive way. This is a genuine idea from Jeffrey F. Rayport about how the human experience can actually be seen as a new media for advertising. Throughout the slides, I tried to show as much as possible how this was true and though, really effective in a brand communication process today. This was a NYU project for the class of Digital Marketing taught by Tina Miletich. Feel free to try to answer the questions at the end of the presentations to be sure that you understood the key concepts. Link to the article: http://hbr.org/2013/03/advertisings-new-medium-human-experience/ar/1
Transcript of Advertising’s New Medium : Human Experience (inspired by the article of Jeffrey F. Rayport)
Advertising’s New Medium : Human experience
BY JEFFREY F. RAYPORT
Presentation by Elaine Lorent
Today: Media saturated world …
Advertising built on persuading through: Interruption
Intrusion
Repetition
Brute ubiquity
This not anymore effective….
… And it needs to be rethought
Presentation by Elaine Lorent
Today: Media saturated world …
Advertising should be more focused on What brand can do for their customers.
When brands place their messages
If customers want a specific brand in their life
Presentation by Elaine Lorent
“Human experience is a medium for advertising”
The 4 spheres of the human experience:
Public sphere: movements from one place or activity to another.
Social sphere: interactions and relation with the other
Tribal sphere: affiliation with groups to define their identity
Psychological sphere: connection with specific thoughts or feelings.
Presentation by Elaine Lorent
Human Experience: The Public Sphere
Four principles:
They are relevant in context
They help people reach personal objectives
They are branded interventions
They provide engaging, refreshing or compelling experiences
Presentation by Elaine Lorent
Human Experience: The Public Sphere
Presentation by Elaine Lorent
Human Experience: The Public Sphere
Presentation by Elaine Lorent
Human Experience: The Social Sphere
Four principles:
Be relevant in context
Align with social goals of the customers
Address their social needs
Facilitate interaction between people
Presentation by Elaine Lorent
Human Experience: The Social Sphere
Presentation by Elaine Lorent
Human Experience: The Tribal Sphere
Four principles:
Suit the character and values of those customers involved
Address desire for identity, self expression, and membership
Provide a social signal or status marker
Empower the customers
Presentation by Elaine Lorent
Human Experience: The Tribal Sphere
Presentation by Elaine Lorent
Human Experience: The Psychological Sphere
Four principles:
Use language to establish a cognitive beachhead for a brand
Seek to create habits
Guide cognition
Connect a brand with a mood or an emotion
Presentation by Elaine Lorent
Human Experience: The Psychological Sphere
Presentation by Elaine Lorent
How to have a better customer-centric approach and place ads in the four spheres ?
Define objectives first from a consumer’s, not an advertiser’s, point of view
Target the campaign to create value for consumers
Test, listen, and adjust ads to improve the customer experience
Evaluate an expansion strategy
Constantly look for ways to refresh the message
Presentation by Elaine Lorent
Questions:
Considering the psychological and tribal sphere, would you be more inclined to buy a brand that represents your identity even though it’s the most expensive one?
Do you think that the four spheres have to be use in combination with the holistic marketing strategy of the brand? If yes or no, why and how?
Watch this video. Explain which one of the four spheres is being used and how?https://www.youtube.com/watch?v=gH9dAXKtdu0
Presentation by Elaine Lorent
