It’s a time when innovations fade much faster than they arrive. The fate of some concepts is such that they rarely even manage to create a buzz about their existence. Be it through product cannibalization or competition from substitutes, product life-span is shrinking. The point, however, is that technology is being merciless and its time to get devilish with advertisements. THAT would be the only way to catch hold of an audience that doesn’t really care much about what you are selling and why until it really makes sense to them. But wait; let’s first get to know the new age marketing mantras.
Logic assumes that Maslow’s hierarchy of needs plays a vital role in consumer’s product purchase decision; and, that could be the only reason why people are no longer in the grip of 2-minute-and-some-fifteen second advertisement boasting about product features on the television. But then why buy a Parker over a Pierre Cardin? Or why not call that bottle of fizz a “soft-drink” instead of being too picky about a thumbs-up or a coke? Believe me both taste almost same in case you are blind tasting them.
Where downright chatty advertisements have failed to lure masses a cleverly sneaked appearance into their virtual world has done the trick pretty easily. I guess it all started with “Sex and the City” movie winning the 2008 product placement award (or it could have begin earlier) but the unexpected mentions or usage of products in movies, commercials has been one of the most talked about advertising strategy. Guess what’s, that’s not even a fraction of the entire product placement strategy gamut. Marketers have played very well with the tender psychology of a certain section of society known as die-hard fans. “Emma Watson wears Prada to the Oscars, OMG I got to get one today”, that’s the power play that marketers are feeding on today.
Technologically speaking, the collapsible banners and pop-ups are no longer serving the purpose. Blame it on Avatar 3D movie for creating havoc in the successfully running digital world of advertisement. Having revolutionized movie experiences Avatar has indirectly (and directly) changed the way we place our products. The challenge that remains with 3D product placements is to give the audience a “jump-on-your-seat” experience. How you do it is up to you.