Key Promise + Companies + Success = Is advertising still able to interest as much?
Google’s promise is to help you search better. eBay’s promise is to help you sell at a better price. Facebook’s promise is to help you connect online with your friends. Apple’s promise is to create a better experience (of computer/ music player/ mobile). Nike’s promise is to create a better experience when doing sports. Starbucks’ promise is to provide you with good coffee and cakes. All these companies and many others are able to keep their promises. Offline advertising for these companies are there to take your attention about their products. And that usually works. But online the problem isn’t the same and we can’t say online advertising is keeping its key promise.
Basics of online and offline are opposed
Advertising online isn’t the same as advertising offline basically because of the “terms of use” of the Internet. Offline generate no interaction, though there can be some “interactive” billboards and showroom applications. The advertising can then only “help” people get notice of a price or a brand, a special offer, and when speaking of brand image comfort those who have bought products of that brand telling them they’re right doing so (”did you notice the billboard? I have one of those product on it …”)
Sharing vs. Telling
Pushing advertising to websites while the basics of the Internet is “On-Demand” is just insane. People are searching entertaining content to read and value added information through typing on the Google search box and advertising is still addressing the same repetitive message: click here. Give a smart reason and share a relevant information, make people interest in a content and you’ve got a new customer. Send a message, whatever it contains, people would evade you.
Sharing content and making people join the company
Not everybody is online, not everybody is clicking on advertising. But everybody is looking for entertainment, celebration, fun, and smart information on the Internet. That’s the objective of that media. If companies are able to provide consumers what they’re looking for things would changes. And that starts with understanding the difference between Internet and TV.
Photo Credit: Oberazzi
