What should advertisers do to make online advertising more engaging to consumers?

Résumé du document

Internet offers a wide range of possibilities. This overview of the different tools that advertisers can use shows how much Internet is opening to a new world of communication.But Internet has also generated an historical revolution concerning relationships between brands and consumers. In fact, advertisers have to keep in mind that Internet has been done by and for consumers. And in that way, they can't have the same behavior like traditional Medias. In other media channels (like TV or billboards), brands and consumers had a hierarchical relationship. Advertisers were used to submit a message to the consumer who decided to believe in it or not.

Extraits

[...] To be more engaging to consumers, online adevrtising should . Be creative Internet users are very solicitated by brands while they are surfing on the web. It seems to be much more disturbing for them then on other media channels because there is no way to avoid ads. Moreover, Internet is destinated to be a none comercial place which has it's own rules. It has become such irritating that some of them are using some softwares that automaticaly remove ads. [...]

[...] What should advertisers do to make online advertising more engaging to consumers? New opportunities but also new rules Internet offers a wide range of possibilities. This overview of the different tools that advertisers can use shows how much Internet is opening to a new world of communication. But Internet has also generated an historical revolution concerning relationships between brands and consumers. In fact, advertisers have to keep in mind that Internet has been done by and for consumers. And in that way, they can't have the same behaviour than on traditional medias. [...]

[...] Brands can convey a positive message to a large audience by targeting them. That is what did Garnier for example by creating a partnership with Deedee, a famous french bloger. Her freshness and the topics she wrote on where absolutely fitting with Garnier's values. To summurize, advertisers have to listen more carefully to consumers,. Their media strategies have to focus on the most adapted channels, depending on their values, their target and the message they want to broadcast. And last but not least, they have to entertain their customers. [...]

[...] Wilkinson for example, extended it's DARE concept by creating ads for print and outdoor and continued to develop viral films, banners and teasers online. Make the dream come true As we said Internet has permited to consumers to be more independant concerning brands. But still, brands have the power to make people dream. And one of the characteristic of Internet is the belief of it's users that anyone can become a center of interests or even become a star. Advertisers should be able to make a benefic usage of this reality. [...]

[...] The winning ad had air during the 79th Annual Academy Awards 2006. Both examples show that brands has evolved to the function of an accomplice. But still, brands play a crucial role in consumer lifes including in relation to others or to their community. Increase their knowledge concerning the target In contrary to other media channels, Internet gives the opportunity for advertisers to quantify how many persons are visiting their websites, are reading their newsletters, etc . to resume it's possible to know the exact return on investment. [...]