A Flipbook ExperienceBailey K. Poulton FILM240

The Marketing Revolution in A New Digital Age

Photo Source - Rodion Kutsaev @ unsplash

The New Digital Age

The New Digital Age ushers in the shift of traditional industry, bringing society into an era that is based around media use and technology. (1)

The surge in mobile device and internet use has revolutionized media use and the marketing and advertising industry.

Photo Source-William Iven @ unsplash

The Adult Average Media and Online

Use:

27 hours 49 minutes online

92% use a computer

84% of young adults use smartphones

42% of adults use a tablet (2)

Photo source - internet marketing secrets @ Flickr

Multi-tasking across several screens

simultaneously, users are more connected than ever before. At the present moment I am online using my computer to create this book, streaming a netflix show on my

television and snapchatting with my sister on my cell.

Photo Source - William Iven @ unsplash

Adapting to a tech savvy society

In a society that is consumed by technology media, the strategies of marketing and advertising specialists have evolved to adapt. Old-school advertising methods would no longer suffice, media use and exposure to advertisements

have changed.

The internet and mobile devices give consumers 24/7 information access. Marketing strategies have adapted to

redefine the consumer/product relationship. (3)

Photo Source - Trey Ratcliff @ Flikrr

There are challenges for advertisers trying to convey their message online, users either skip, block or disregard them

all together. 84% millennials don't even notice the advertisements online, they have learned to block them out.

Photo source - Caleb Woods @ unsplash

“Online ads are intrusive, obnoxious and annoying” (3)

“Publishers must make money, but the reader must not be overly annoyed”

PageFair is one solution to the adblocking, providing data to publishers about which types of ads are being blocked most and what it’s costing them. They have developed new technology to allow publishers to display ads deemed

acceptable that meet strict criteria.(4)

The marketing industry has found its own solutions...

Photo source - hugh grew @ Flickrr

“Users are inadvertently putting their favorite websites out of business”

Ad blockers create pressure for advertisers, an estimated $21.8 billion of global ad revenue will be blocked this

year.(4)

Marketers have come up with their own solutions to the problem. Relying more on native advertising and developing a

more intimate relationship with consumers.(3)

Photo Source - Maria Victoria Heridia Reyes @ unsplash

“The term native advertising likely stems from the convergence of advertorial concepts and the social media

environment” (5)

Photo source - Jack Flanagan @ Flickr

These ads offer consumers more control over which brands they communicate with and what social network platform will be used. This is the “ultimate form of a consumer-brand relationship” (5)

Photo source - Stillgherian @ Flickr

Ads appearing in stream and must reduce disruption be relevant and

blend into the context.

Advertorials mirror the surrounding content users may not be aware that they are viewing an

ad.

Without discloser however, consumers will feel decieved and

annoyed by the ad.(5)

Photo source - Lois Scallan @ Flickr

Product Integration

We see on reality tv and movies corporate sponsorships, logos and brands plastered on venues and

participants so they are received as relevant and non intrusive.

The result is a subtle “branded entertainment experience” where

the distinction between advertising and content fades.(3)

Photo source - Laura H Knight @ Flickr

Advertising has become content and can be seen as must see programming. If successful, ads will be considered ‘status update worthy’, the key to social relationship marketing.

(3)

With more internet users than ever before, respectfully increased is social media users. Marketing and

advertising strategies utilize social media to connect with consumers on a more personal level in a what is percieved as a mutually beneficial relationship.

Photo Source - William Iven @ unsplash

Photo source - Yoel Ben-Avraham @ Flickr

“Advertisers are embracing the conversation with customers over social media” (6)

Real time communication via social media

In response to a power outage at the 2013 superbowl, oreo used social media to respond to the situation and

relate with consumers,

“Power out? No problem, you can still dunk in the dark”.(6)

M&Ms created a real time campaign for super bowl 2014,

featuring Yellow and Joe Montana that would publish

live game commentary across an array of social media

platforms.(6)

Photo source - Mark Mizuno @ Flickr

As advertising becomes more unified with content, consumers are also becoming more a part of the brands story. Consumers want to share their experiences and feel heard (3)

Photo source - Funkyah @ Flickr

Posting images on social media sites to share their experience.

“My Breakfast on Exam Day” shows the brand Red Bull as a love mark,triggers an

emotional response and connects consumers to the brand and to each

other.(7)

Photo source - Allie Graham @ Flickr

Media and online use has evolved in this new digital era, allowing users to become more connected to each other and

develop a more personal relationship with brands .

There is much excitement to see the outpour of marketing creativity that is yet to come, but this does not come

without a need for caution from consumers.

The End.

References1- https://en.wikipedia.org/wiki/Information_Age

2-http://www.theglobeandmail.com/report-on-business/industry-news/marketing/four-ways-canadians-are-consuming-media-differently/article21949630/

3-module 2 lecture 1

4.http://www.cjr.org/business_of_news/will_ad_blockers_kill_the_digital_media_industry.php

5.http://www.sciencedirect.com.proxy.queensu.ca/science/article/pii/S0007681315000841 *

6.http://go.galegroup.com.proxy.queensu.ca/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA357218028&it=r&asid=5ca8b18d1e7c7674fa4d7d6ba9738cd9 *

7.https://hbr.org/2014/02/the-eight-phases-of-brand-love

Photography Credits1.https://unsplash.com/search/cellphone?photo=0VGG7cqTwCo

2.https://unsplash.com/search/cellphone?photo=SpVHcbuKi6E

3.https://www.flickr.com/photos/81117606@N06/7432323916/in/photolist-cjLAXN-qWHWBQ-foey4e-a2rfwr-9kn59p-nUCKa4-RKRcdu-cRQCru-pmoCY7-joZzuw-pBKoWH-eL5doR-apPnMk-RVi1dy-pGTaqW-6syjte-dzTnpn-Sad238-gM8skW-fNXhEm-5JQzqy-ouTKP6-icRBAW-eZNDiE-q6TmJw-dzTmZZ-S6Woi4-fzr2Xs-fJDjqc-7pmNNv-dFCHVT-p2QU8f-9kEX7p-59VXDs-86W5vi-anaCRj-qzSM8J-fJDiQX-9r5yac-QSzcmG-skGLcq-iF3MWR-6rdGXN-qxKZxh-5SNY1V-qpCUgQ-ggiFvz-eeq6gf-7xAEPn-rdJa2u

4..https://unsplash.com/@firmbee?photo=2mc2B5iX6as

5.https://www.flickr.com/photos/stuckincustoms/6306983152/in/photolist-aBjWmQ-7VAtq-qTUHaW-48RmKB-b8DZEZ-f7FEuz-8X51xz-dDB1eh-mjyGg3-6ocW5V-aAtYxQ-dViX1K-o7vXnb-5nX5sP-b8VLXF-7odS7-bzdwuD-4soYRF-qNhUwQ-ccNpXf-pqY1V3-fPsoUQ-8odWNU-dibEGD-8odWkG-6F8qN2-4qkh1P-aZNpFZ-4WCZNT-qoA9AL-dWJ3sW-4Zjjco-8Z75Uj-4aiBqb-4kjQaU-9Ukwwc-9n5mza-59YebW-CTEhM2-6qwAos-cHKoYy-wUXDq-b4X7mn-8TW9rw-hrWHb6-zG1t2B-3LvhTG-dxDJUp-swBrbp-992pzc

6.https://unsplash.com/search/eyes?photo=VZILDYoqn_U

7.https://www.flickr.com/photos/75613802@N00/3338426105/in/photolist-661iLM-5bghCw-f1AxDb-NDpPk-o2PZb5-pMaYN-Re54RE-69sSTJ-7TU3dT-5QksDw-bkBk5M-eYUWAu-8vPpYQ-empuyX-2otgZv-51wzdE-aS9Nxe-8A49n-S3nFSy-cN695J-oj6VXC-35yfgc-fqKPtK-7dsMJE-9TNs76-jECMeC-eAQxZe-pxCJER-duzJoz-kqBi9h-dYhztz-ddxvcM-2ytuPZ-kwN3Jg-8SctTG-p44Liz-aoLEXi-oPBDkH-bmbpVH-pCH1TF-f89Z8Z-nLBtc2-95RBjD-BBZU3-7T6qiW-b8bssT-q6RQex-np8i5s-4nmbHx-e3bPgX

8.https://unsplash.com/collections/269996/human-emo?photo=-XvFzO6lmb0

9.https://www.flickr.com/photos/laurahknight/2307589777/in/photolist-4vV13D-5m7QdF-HufjpN-5Xr7b-nqgNL3-96U3nD-aQUDT6-6ep9Wf-5B97ct-rwdA2-97Zhdt-cf56wU-7SfjfJ-QJkcmB-CfbRP-8hBAAb-fnz3x-4wnDfX-6Qkdwe-c7BC-3gmMe-cjfz6f-4Ryapy-6GHxha-hF2kvd-cCDDn-qsVjCv-56yuut-9MYm1B-einxDS-5dFFGJ-7ygtBK-p8eZAT-b5BzxT-jW34s-5B9924-6epa7f-eQFh5p-6ep9Db-aqHNPW-9DUt77-7aqaoZ-fLobMd-5Hkio6-6ek1f6-pYWYF-dvQQYp-4qomfS-6eBGqF-816Gcy

10.https://www.flickr.com/photos/stilgherrian/10063946496/in/photolist-gkjmEU-6tHfT3-wNp2G-8vBWbc-mieUP2-wNokb-77ZTvL-6tDhBM-8vBW8g-fLbqcW-fKTPzT-7DhCZ8-5rfGV1-fLbqe9-fKTPEz-9A6WHu-nkbV3F-8vBW7x-6tHfSJ-74RnTF-8vBWgB-8vEXuA-78LNgS-6tHfSU-jC5u26-8vBW22-cdb2hG-8vBVJ2-4H1Fd9-6tH4bw-gtGVzj-8uYX9q-6tCVMk-9xykzc-7k2eiP-8vBWdB-8vBWhi-5y95xY-6tH4GW-cmByRj-fLbqzC-dJMZ9Z-9zwFfY-iCvZVU-j3PG8F-fKTPHP-77ZTvQ-g7SooK-c6eBfo-fLbqob

11.https://www.flickr.com/photos/jackflanagan/8555415416/in/photolist-e31JWm-549eLQ-6WSJAb-89JdBY-DkppCe-8NW1jd-fLhEVG-5BqzMo-fLhEsQ-fKZWjM-48ZyJD-4Jn5nU-rxQcg8-fL8xhe-fLhWiy-fLhyZm-fL7q7K-fLqDHY-qJPjc9-fKZYsR-BoEBhG-7njjNn-njG9QH-fLnqJm-fL5LU4-fLhxjY-iGZJbQ-6WSHs3-odKjDu-fL8QwF-fLhENu-i2Uf9P-975975-fLqd2S-dtg1SQ-jzADB-fL7ktk-7waFm7-dv182Y-4rLAmk-fLhSs9-BtSrdn-oWPaD6-fL6YMi-fLq9vJ-6WNT4T-3fdnaD-fLpebA-fLqqXd-6WSHio

12.https://www.flickr.com/photos/cavalcade_carousel/3514416389/in/photolist-6myiy2-dA36wD-6mCt75-6myiSP-6mCww3-oLL3-6mynBv-6mCuB7-baZCQ8-6mCuGY-oLLz-p2U5Ms-sghv5j-p4U9uG-ie8s8X-stignK-siqtLA-6myms2-dPdLBZ-6mCsBo-rtkyMN-9fhriZ-9LVEqp-9wMz65-6mCwqm-6mCu2m-6mykqz-6mCtB7-nQpV63-s8CGcw-bwKcJ9-f6KHZD-6myjnx-pQvREV-BzAYXK-oLLg-7tuXD-QDf77t-nHDgLc-pVsg7g-bjFDqA-pQi1c1-oMrRS6-5dfsFp-6mykNT-KtcCH-8x4kfv-CpGwsi-BYUV3T-pQhV9q

13.https://unsplash.com/@firmbee?photo=DfMMzzi3rmg

15.https://www.flickr.com/photos/epublicist/8068519054/in/photolist-dhZgBu-6ZckCr-fExgar-7b9wKT-9j5a8x-uf1TnA-cDhSG1-RNcFQ6-i3VzWg-meLpAM-4VrcS8-RsdiCy-9j57wk-77XAvD-jjHbaZ-ditUhV-8QLw3p-eckHTr-ox5odm-oM3WPN-rweq6x-hhwup4-9j56w2-pdk26E-g437iH-7HeKfC-QhHojn-pPhyN6-6V1ZGQ-rAWjrj-46uZse-b7SBuM-8PAk4V-6798LH-RKwu6E-7MBk6D-8cYaYe-gUCyGo-mJ7LvU-eagX4d-jVg3Ys-do1skt-7ABVrp-dXN2gw-7zjpdG-QF2L3T-q4pa18-9gnsyp-9j55sr-9j8ix9

6.https://www.flickr.com/photos/scootmcgoof/5506829115/in/photolist-9oBWrz-7AwnzT-8A8xnE-6rck9Q-ePB5kV-8xySKc-kZ1phk-dQLtvc-bsqag6-7xHbtD-FU8b8-axDUQD-pSh3em-bMcfuR-5CcnWA-9mYVGx-AWUj2-9bC58F-6v1HFr-e2MfMk-6DpULS-3mzJt-4p9hzT-9UJjjk-5LWW3U-ePAHon-9eLAge-7cdQCp-axDWRc-8W2Pj1-8oBCbm-6xRK8m-7bZgjU-7KiQfo-9eLA4F-hACia-ouLqVt-9eJ1n3-6x58gG-85pdqH-91T8Pj-eM8rom-bSGMJk-7UVHC-LXSNU-FU8be-2ycqSD-cYKMdd-ePN28y-cBtq5Q

17.https://www.flickr.com/photos/markmizuno/4569769427/in/photolist-7XPgf4-74suDf-74swcL-74oAEx-zqd1DH-zq83NG-NenNfF-RsSKDh-74sBKC-74srim-74sAcq-5WUtRP-74oDFT-pZE68-7RpwyD-74ssNN-7XSwWC-74oF1K-7RpwSx-zLsByD-7RsMP3-4NXacv-khZv6Z-G67e3M-Ck6Rnz-CAM1JM-CALQYK-CJ4ghu-G3P7Qd-B64DMR-BAmfbG-BSSTPJ-C3rWcx-BAjbWE-BAjkFJ-B5Xy5m-CAMyCX-B63Rpa-B5XqYs-CTMkD8-DhFTiv-BtWrqi-BtWgjM-M82xiC-QaKvWH-Q7XSfd-RdMatB-QJtbiN-NXahMy-vXYVYk

19. https://www.flickr.com/photos/allieghaman/2966124169/in/photolist-5w7anT-iTubc9-aBhpko-84QYh6-mv9v3x-aBhrSL-6Cwk3N-5gV1Vn-7UoDEK-HdjnWH-dfw7TE-cK3sHC-DXcHJ-arWi9L-DXcHZ-RW19Rd-nu2cTP-5P1AGE-prHs9e-pDVmXi-3PPyWu-egdgDT-QQNJxf-QETsU1-cHGqU7-sERRU-ofDFGi-cZNihS-6jEZR9-aj7V6y-nUydiW-nGdk7Y-ug8Be-ogHxN5-omkxum-65ymYL-5swXcn-8HUStu-bTLab8-a34oeY-DXv14-pryBf8-b4QhN2-6ssPyM-6ovsXu-cKY9Gf-p9jRSB-cRgKBm-abSunB-aBqbpm

20. https://www.flickr.com/photos/funkyah/455336901/in/photolist-GeHNe-cZU7L9-9Fksuh-ntzms6-bMxNya-4rN9JD-8ofhUh-pYh3au-75EjVS-AqpkB-52bC7z-wZ9jQ-e1rvfA-7CExB4-aEyw5D-cJFTFG-e4PytY-8Tkm47-4DvFuH-AwZQ2D-xrhEN-9feiMk-ag9UkB-pKTeCH-a2mU65-dkQp2j-ptqbsF-bDhQ7Q-dWDjFA-5Gm7ZQ-pXfwE3-6A9P9e-rdRNTk-oHMmH1-aEyVmZ-4pAAxU-689nbC-RDEem9-bS6Jx8-b4z38a-4Y67rn-82MPVD-dq35wu-sAwa2C-5MELtR-q5Hpfm-agjBeY-a5FXw6-pVmhru-q1QVfu