Online advertising essay for Brand
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Transcript of Online advertising essay for Brand
MADISON WALLACE ADVERTISING BRAND IMAGE AND CULTURAL SPACE -‐ ADVT14-‐101_143
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ONLINE ADVERTISING ESSAY
LECTURER/TUTOR: CHERISE HOEFLER
INTRODUCTION Today, technology and the Internet have revolutionized all aspects
of the advertising, marketing and PR industries (Goodson, S. 2011).
This report details the impact of online advertising on the media
and communication industries ability to successfully launch brands.
Looking further into the progressing timeline of brand effectiveness
in virtual environments, the report will review the changing industry
and focus on the concept of social media and content marketing as
elements that have significantly transformed the approach to launch
or maintain a brands presence and standing. The brand, ‘Lorna Jane’
will exemplify how a small brand can develop as a key player,
through the use of well-managed and maintained online content.
Traditional forms of advertising have become obsolete as a large
percentage of potential consumers now gather at social media sites,
therefore forcing the communications industry to adapt as this
technology continues to evolve.
A CHANGING INDUSTRY Online advertising has experienced phenomenal growth since its
inception in 1994. By 1997, the Web had gained broad commercial
acceptance as a sales medium, and businesses flocked to the Web
to create e-commerce sites, content sites, and to offer advertising
space. As advertising began to saturate the Web, marketers tried
new tactics to gain attention. By the end of 1997, pop-up and pop-
under ads became common, and U.S. advertisers spent $940
million on online advertising for the year (Goodson, S. 2011).
Agencies and advertisers quickly realized the value of online brand
advertising, especially for hard-to-reach demographics such as
working adults and teens. Through no other media channel could
advertisements be targeted and measured the way they could be
online. It had become clear that online advertising was effective and
here to stay.
Since 2004, there has been a rapid adoption of the online medium
by advertisers as a branding mechanism and a vehicle to
successfully launch new products. Similarly, there has been an
increasing use of the Web by agencies as part of an overall
marketing campaign or even as the central focus of a
campaign. Additionally, search has become an important marketing
tool and now roughly equals display ad spending. Finally, with the
increase in broadband adoption starting in 2005, advertisers began
adopting streaming-video ads, and they have become the prevalent
form of display advertising today. Video advertising is now growing
faster than all other online ad formats. According to the latest
forecasts out from ZenithOptimedia, Global Internet advertising
spending will account for nearly $121 billion (Lunden, 2014).
TRADITIONAL MEDIA
VS.
NEW MEDIA
SOCIAL MEDIA With the emerging technologies such as mobile and the impact of
social media platforms, it is far more effective for advertisers to
utilize the web and market to consumers in the format that is
easiest for them. With the enormous increase in the popularity of
social media platforms such as YouTube, Facebook, MySpace, blogs,
and Twitter, millions of potential consumers form a ready audience
for advertisers (Schmidt, 2010). Not only can target demographic
groups be easily located (geo-targeting), but also the cost factors
are quite economical when compared with costs for traditional
advertising. Companies today that are communicating directly with
their customers and taking the time to build relationships will stay
competitive and survive in an ever-changing marketplace. It has
also created huge tracts of information about consumers and data
in relation to consumer behavior.
“An advertising model that stood for more than half a century is
being replaced by one that fits today’s technology-dominated global
marketplace” (Schmidt, 2010). Advertisers and advertising
agencies are in the process of restructuring their businesses based
on this and the newfound power of the consumer.
CONTENT MARKETING
Significantly, Internet users have started to take more control of
content creation, becoming active participants in creating content
as opposed to paying advertising agencies. The concept of content
marketing has given way to the trend of user-generated
advertisements for small businesses to become key industry players
(CAMERON, 2013). “Content marketing’s purpose is to attract and
retain customers by consistently creating and curating relevant and
valuable content with the intention of changing or enhancing
consumer behavior” (Content Marketing Institute, 2014). It is
an ongoing process that is best integrated into businesses overall
marketing strategy, while focusing on owning media, rather than
renting it. Through the creation of something innovative that makes
the competition irrelevant, content marketing can effectively create
brand relevance with the targeted audience.
Women's activewear brand Lorna Jane continues to go from
strength to strength in the content marketing stakes, both here in
Australia and overseas where the brand is actively expanding
(Lorna Jane , 2014). Lorna Jane, which was founded by Lorna Jane
Clarkson 25 years ago, has grown their Facebook page to an
average of 5000 likes per week and its posts have an average
weekly reach of more than 2.2 million people, since launching in
2012. The brand’s other social media statistics are equally
impressive: 313,558 followers on Instagram, 28,400 followers on
Twitter; and 37,575 followers on Pinterest.
The retailer publishes a Move Nourish Believe blog, which features
their own unique content of interest to their target audience. This
currently attracts more than 200,000 unique visitors per month
then shared on the Lorna Jane Facebook page. “We constantly
engage with our customers and share information with them that’s
helpful and relevant,” Lorna Jane digital marketing and e-commerce
manager Jessie Dean told SmartCompany (KEATING, 2014). You
will also find photo albums from Lorna Jane events or recipes from
Lorna Jane Clarkson’s latest cookbook Nourish. As well as a
free iPhone app that "Track your runs, walks and cycles via your
iPhone GPS while you move to live an active life". “They encourage
participation with their community and that’s the heart and soul of
social media,” says Pollard (KEATING, 2014).
Through developing content that has consistency, accessibility,
responsiveness and commitment, Lorna Jane has effectively
developed behavioral bonding where their consumers connect with
their brand. Lorna Jane has transformed their marketing efforts to
understand their audience’s motivations and desires and ultimately
formed durable brand equity.
CONCLUSION
In Conclusion, with the shift to new media, advertisers must adapt
and modify their content to the way that the audience is consuming.
The advent of social media in combination with the interactive
capabilities of smartphones has rewritten the book on
advertising. With the new technologies and the impact of social
platforms, it is far more effective for advertisers to utilize the web
and market to consumers in the format that drives the most traffic
and is easiest to target their audiences. Therefore, it is clear that
online advertising has significantly altered the media and
communications industry’s ability to easily launch and maintain a
successful brand presence and standing.
BIBLIOGRAPHY:
• CAMERON, N. (2013, May 02). Delivering the digital experience at Lorna Jane. CMO .
• Content Marketing Institute. (2014). What is Content Marketing? . Retrieved November 25, 2014, from Content Marketing Institute: http://contentmarketinginstitute.com/what-‐is-‐content-‐marketing/
• Goodson, S. (2011, November 19). Are you listening to the future of advertising? Forbes. Retrieved from http://www.forbes.com/sites/marketshare/2010/11/19/are-you-listening-to-the-future-of-advertising/
• KEATING, E. (2014, July 23). Lorna Jane reaches one million Facebook likes: Five lessons from the retailer’s social media success. Retrieved November 16th, 2014, from Smart Company: http://www.smartcompany.com.au/marketing/42934-‐lorna-‐jane-‐reaches-‐one-‐million-‐facebook-‐likes-‐five-‐lessons-‐from-‐the-‐retailer-‐s-‐social-‐media-‐success.html#
• Lorna Jane . (2014). MOVE NOURISH BELIEVE. Retrieved November 16th, 2014, from LORNA JANE Active Living: http://www.lornajane.com.au/about/philosophy
• Lunden, I. (2014, April 7). Total Ad Spend, Ad Tech Boosts Display. Retrieved November 20th, 2014, from Techcrunch: http://techcrunch.com/2014/04/07/internet-‐ad-‐spend-‐to-‐reach-‐121b-‐in-‐2014-‐23-‐of-‐537b-‐total-‐ad-‐spend-‐ad-‐tech-‐gives-‐display-‐a-‐boost-‐over-‐search/
• Lorna Jane . (2014). MOVE NOURISH BELIEVE. Retrieved November 16th, 2014, from LORNA JANE Active Living: http://www.lornajane.com.au/about/philosophy
• Schmidt, B. (2010, July 10). How social media has changed advertising. Helium.com. Retrieved from http://www.helium.com/items/1889104-social-media-has-changed-advertising