Advertising: Communication or Confusion?

Advertising- popularly known as a mode of mode of communication is changing its gear. Once known as a way of setting apart, slowly is changing its tone. Advertising is very gradually turning into a challenge now as the target audience chasing the digital platform. Therefore today, EXIN Media is set to present few words on advertising.

The crisis is quite the same as television felt decade ago when computer started prevail the market. The challenge regarding the notion of TV surrounded with confusion, and so is advertising. The brands as well as the advertising agencies are going through confusion- is it content, a video, or a type of storytelling? The challenges with the notion of advertising have faced in recent years has made the customers choices based on strategic direction, versus simply on what's shiny and new.

Advertising though vastly used as a type of communication, have specific market objectives.  Advertising can communicate the benefits of a product, generate leads for sales follow-up, build the reputation of a company or compare a company’s products and brands against its competitors, according to the industry experts.

However, the more people are now turning into online; advertising has also changed its mode of application. Online advertising is just the message itself. It’s about mapping the customer journey to start a conversation with consumers, leading to engagement, purchase, loyalty and advocacy at different touch points against this integrated journey.

Companies and brands now-a-days are engaging through their online activity through social media platforms, via Facebook, Twitter, Instagram etc. Focusing upon the Word Of Mouth to engage the customers, it’s all about creating traffic and let the business grow.

Advertising has the only objective- to catch attention. Consumers now sift through hundreds of messages every day; therefore it’s hard to catch their attention.

With an average of 9-10 hours of daily media consumption by the customers, it's not about starting a conversation, but offering something of value to the consumer. Something they choose to spend time with.