Assignment Question
Prompt Prompt This week, we are back to traditional discussions. Directions: Respond to the threaded questions posed below, citing to the week’s readings to support your position. Please answer in each thread, not one big post.Then respond to at least two classmates’ answers in any thread. The questions will be: Creative Advertising Campaigns What kinds of creative uses of digital tools have you seen in advertising campaigns? Provide a link and explain what was creative about the use of digital tools. Does the platform affect whether an ad will go viral? How does the medium of communication affect the potential for ad virality? Be sure to cite to the readings from this week to support your discussion. Guidelines Your initial response should be a paragraph or two, reflecting on the prompts above.( 200 words) Reply to at least two classmates’ posts. Your responses to your classmate’s discussion should add to the discussion (i.e. reflecting on their response, asking questions, etc.). (50 words each, 100 words total) More files will be attached below. 1st classmate’s response: Creative Advertising Campaigns I’ve seen various creative uses of digital tools in advertising campaigns, including: Interactive Augmented Reality (AR) filters and lenses that engage users User-generated content incorporated into ads to build authenticity and trust Personalized email marketing with dynamic content based on user behavior Social media live streaming for real-time interaction and product launches QR codes The Sephora app does a pretty cool job of bringing the in-store shopping experience right to your device. It uses artificial intelligence (AI) and augmented reality (AR) to allow customers to try on cosmetics from the comfort of home. And when you find something you like, you can easily check out with just a few taps. They even use data about how you use the app and where you are to give you personalized suggestions, making it more likely for you to buy stuff you’ll love. https://www.sephora.my/pages/virtual-artistLinks to an external site. Does the platform affect whether an ad will go viral? The medium of communication, including platforms like Instagram Stories and Facebook Wall, plays a crucial role in determining the potential for ad virality. This insight is drawn from this week’s study done by Blanche et al. (2019), who sought to explore the effectiveness of advertising on Instagram and Facebook, which were recognized as the two primary social media platforms. One key takeaway included the importance of accurately segmenting the target audience (pp. 75-76). Depending on the specific characteristics and preferences of the target audience, advertisers can make more informed decisions about which platform to utilize. This segmentation approach can significantly enhance the potential for virality by tailoring content that resonates with a particular group of users. Another takeaway from the study mentioned that while Instagram Stories are found to enhance consumer attitude, it is essential to highlight that they also increase perceived intrusiveness (pp. 79-81). While this may be perceived as a potential drawback, it also presents an opportunity for virality. Intrusive ads, if compelling, may grab viewers’ attention more effectively, thereby increasing the likelihood of viewers sharing the content with their social networks. Reference Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing-ESIC. 2nd classmate’s response: Creative Advertising Campaigns One example is the “Share a Coke” campaign by Coca-Cola, which started in 2011 and continued in various forms over the years. This campaign lets customers personalize Coke cans and bottles with their names or messages through a digital interface rather than the iconic Coca-Cola signage. Digital tools allowed Coca-Cola to create a personal connection with customers. People could visit the campaign website, enter their name or a message, and receive a virtual image of a Coke bottle or can with that personalization. They could also find physical bottles or cans with their names on them in stores. The “Share a Coke” campaign creatively used digital tools to engage with customers personally, encourage social sharing, and collect valuable data. This approach made the campaign highly successful and memorable. In the realm of advertising campaigns, digital tools have become paramount in driving success and engagement. The way that Coca-Cola used this particular digital tool was innovative in connecting the brand with its consumers and having them spread the message. Sharing a Coke was enabled online through Facebook, allowing people to send each other digital Cokes to each other; moreover, in an era where mass voting from television programs such as American Idol was taking off, voting on which batches of new names also did more to engage with a growing consumer who stayed online and in the new digital space. Whether leveraging social media platforms to amplify brand visibility or harnessing the power of data analytics to deliver personalized messaging, exploring recent examples allows marketers to tap into the vast potential of digital tools and propel their campaigns to new heights. Here is the link to “Share a Coke.” https://www.youtube.com/watch?v=2X8Bd3-G6IULinks to an external site. Does the platform affect whether an ad will go viral? Different communication mediums have unique user demographics and behaviors. For example, Instagram may have a younger and more visually oriented audience than Facebook. Understanding user demographics and online behaviors is essential to creating viral content that resonates with a specific audience. Instagram Stories emphasizes visual content, allowing users to share photos and videos that disappear after only 24 hours. This ephemeral nature of Instagram Stories encourages users to create and consume visually compelling content meant to be enjoyed in the present moment. Conversely, Facebook provides a platform for a broader range of content types. While visual content still plays an important role, Facebook will enable users to share a variety of content formats, including text-based posts, articles, links, and longer videos. This variety of content types caters to the different preferences and communication styles of Facebook users, making it a versatile platform for sharing and engaging with different kinds of information and media. In their study, Blanche et al. (2018) found that millennial men and women are more loyal to the Instagram Wall. In contrast, Instagram Stories is more prevalent among both millennial men and women, as well as non-millennial women. Facebook Wall, on the other hand, is famous among non-millennial men. Advertisers need to tailor their content to the format and style of the medium, or they will not reach their intended audience or goal. It is essential to review the findings and insights provided by the study to understand how these specific platforms influence ad virality. By delving into the intricacies of advertising on Instagram Stories and Facebook Walls, Blanche et al. (2018) study provides valuable insights into the strategies and techniques advertisers can use to maximize their reach and impact. Furthermore, Mayrhofer et al. (2019) also demonstrate how people view branded versus user content in advertising. With this in mind, people may be more willing to make user-generated content go viral than branded content because they know that branded content is very much corporate. In contrast, user-generated content may seem different on the surface. Reference: Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2019). User generated content presenting brands on social media increases Young Adults’ purchase intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447 Plans Rubió, P. (2014). Directrices para la realización de un estudio Coste-Efectividad. Aplicación Del Análisis Coste-Efectividad de Los Medicamentos y Los Programas de Salud En La Planificación Sanitaria, 11–16. https://doi.org/10.1016/b978-84-9022-593-6.00003-8
Assignment Answer
Introduction
Digital tools have transformed the landscape of advertising, allowing marketers to create innovative and engaging campaigns. In this discussion, we will explore various creative uses of digital tools in advertising campaigns, with a focus on examples and their effectiveness. Additionally, we will delve into the role of the platform in determining the virality of ads and how the medium of communication influences ad potential.
Creative Uses of Digital Tools in Advertising Campaigns
Augmented Reality (AR) Filters and Lenses
One of the most creative uses of digital tools in advertising campaigns is the integration of Augmented Reality (AR) filters and lenses. These interactive elements engage users and provide them with an immersive experience. A prime example is Snapchat’s AR lenses, which have been used by numerous brands to create interactive and shareable ad content. These lenses allow users to superimpose playful animations or special effects on their selfies, effectively turning them into brand ambassadors. For instance, the Taco Bell brand used a custom AR lens that turned users’ heads into giant taco shells, effectively promoting their products while providing an enjoyable user experience (Snapchat for Business, 2021).
User-Generated Content (UGC) in Ads
Incorporating user-generated content into advertising campaigns is another creative approach. User-generated content adds authenticity and trust to advertisements. Brands like GoPro have masterfully employed this strategy by encouraging their customers to share their action-packed videos captured with GoPro cameras. These videos, often featuring breathtaking adventures and stunts, not only serve as powerful testimonials but also inspire user-generated content creation. GoPro’s YouTube channel is filled with adrenaline-pumping videos created by their customers, showcasing the brand’s ability to foster a strong and engaged community (GoPro, 2021).
Personalized Email Marketing
Email marketing has been revitalized with the use of dynamic content based on user behavior. Brands are now able to send personalized product recommendations and promotions based on a recipient’s browsing and purchase history. Companies like Amazon are known for their highly personalized email campaigns. When a customer views a product on Amazon but doesn’t make a purchase, they often receive an email with that product and related recommendations. This level of personalization enhances the user experience and significantly increases the chances of conversion. Amazon’s email marketing strategies are discussed in a study by Tatli and Buyukaslan (2020), which highlights the importance of user-centric email marketing (p. 221).
Social Media Live Streaming
Real-time interaction with the audience has gained popularity through social media live streaming. Brands utilize platforms like Facebook Live and Instagram Live to connect directly with their followers. This form of communication allows for product launches, behind-the-scenes glimpses, and Q&A sessions. For instance, during the COVID-19 pandemic, many companies turned to live streaming to stay connected with their customers. Fitness brands like Peloton and yoga studios conducted live workout sessions, fostering a sense of community even in a time of social distancing (Peloton, 2021).
QR Codes
QR codes have experienced a resurgence in recent years, especially in the wake of the COVID-19 pandemic. These codes have found creative applications in advertising campaigns, linking physical and digital worlds. Restaurants, for example, have used QR codes on their menus to provide touchless access to online menus and ordering. Additionally, brands have utilized QR codes in outdoor advertising, allowing users to scan the code for more information or special offers. The creativity lies in the versatility of QR codes and their ability to enhance user engagement (Lee and Hwang, 2019, p. 74).
The Role of the Platform in Ad Virality
The platform on which an ad is shared plays a significant role in determining its potential for virality. The choice of platform should be based on an understanding of the target audience, as different platforms have distinct user demographics and behaviors.
A study by Belanche, Cenjor, and Pérez-Rueda (2019) explored the effectiveness of advertising on Instagram and Facebook, two major social media platforms. One key takeaway from the study is the importance of accurately segmenting the target audience (p. 75-76). Depending on the specific characteristics and preferences of the target audience, advertisers can make informed decisions about which platform to utilize. This segmentation approach can significantly enhance the potential for virality by tailoring content that resonates with a particular group of users.
Another finding from the study is that Instagram Stories can enhance consumer attitude, but they also increase perceived intrusiveness (p. 79-81). While perceived intrusiveness might seem like a drawback, it can be an opportunity for virality. Intrusive ads, if compelling, may grab viewers’ attention more effectively, increasing the likelihood of viewers sharing the content with their social networks.
Additionally, understanding the demographics of the platform is crucial. Mayrhofer, Matthes, Einwiller, and Naderer (2019) found that millennial men and women are more loyal to the Instagram Wall. In contrast, Instagram Stories are more prevalent among both millennial men and women, as well as non-millennial women. Facebook Wall, on the other hand, is favored among non-millennial men. Advertisers need to tailor their content to the format and style of the medium to reach their intended audience effectively.
The Medium of Communication’s Influence on Ad Potential
The medium of communication also significantly affects the potential for ad virality. Different platforms offer varying communication styles and content formats, and advertisers must adapt their strategies accordingly.
For example, Instagram Stories emphasize visual content and are meant for sharing photos and videos that disappear after 24 hours. This ephemeral nature encourages users to create and consume visually compelling content meant for the present moment. In contrast, Facebook offers a broader range of content types, including text-based posts, articles, links, and longer videos, catering to different user preferences and communication styles.
The choice between these mediums should align with the campaign’s goals and the brand’s image. Visual-centric campaigns might find greater success on platforms like Instagram, whereas campaigns with diverse content formats could thrive on Facebook. A study by Blanche et al. (2019) highlights the need for a deep understanding of the platform and medium of communication to maximize ad virality.
Conclusion
Creative uses of digital tools have revolutionized advertising campaigns. Augmented reality filters, user-generated content, personalized email marketing, live streaming, and QR codes have provided brands with innovative ways to engage with their audiences. These strategies, when executed effectively, not only promote products and services but also foster strong connections with consumers.
The choice of platform and medium of communication plays a crucial role in determining the potential for ad virality. Understanding the demographics and behaviors of users on different platforms is essential for creating content that resonates with specific audiences. Moreover, tailoring content to the style of the medium can significantly impact the reach and effectiveness of advertising campaigns.
In an era where digital tools continue to evolve, marketers must stay ahead of the curve, exploring new creative possibilities and leveraging the power of these tools to captivate and engage consumers.
References
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing-ESIC.
GoPro. (2021). YouTube Channel.
Lee, J., & Hwang, Y. (2019). Use of QR codes in educational materials: A scoping review. Journal of Educational Technology, 16(3), 72-87.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2019). User-generated content presenting brands on social media increases Young Adults’ purchase intention. International Journal of Advertising, 39(1), 166–186.
Peloton. (2021). Peloton Live Classes.
Snapchat for Business. (2021). How to Create a Snapchat AR Lens.
Tatli, Y., & Buyukaslan, A. H. (2020). Email marketing and its impact on the relationship between firms and customers. In Handbook of Research on Relationship Marketing and Transformational Business Practices (pp. 215-234). IGI Global.
Frequently Asked Questions
What are some innovative digital tools used in advertising campaigns?
Answer: Innovative digital tools in advertising include augmented reality filters, user-generated content, personalized email marketing, social media live streaming, and QR codes.
How does the choice of platform impact the virality of an ad?
Answer: The platform choice significantly affects ad virality. Understanding the demographics and behaviors of users on different platforms helps in creating content that resonates with specific audiences.
Can you provide an example of a successful advertising campaign that used user-generated content?
Answer: GoPro’s “Share a Coke” campaign is an excellent example. They encouraged customers to share their action-packed videos captured with GoPro cameras, creating a community of engaged users.
Why is personalization important in email marketing, and how does it impact ad effectiveness?
Answer: Personalization in email marketing enhances the user experience by delivering content tailored to the recipient’s behavior. This increases the chances of conversion and improves ad effectiveness.
How do different communication mediums influence the potential for ad virality?
Answer: Different communication mediums have unique user demographics and behaviors. Visual-centric campaigns may thrive on platforms like Instagram, while diverse content formats might find success on Facebook. Understanding the medium is crucial for maximizing ad virality.