Advertising everywhere. We find it from the moment we wake up and wherever we go in our day to day.
The impact of brands is constant in the lives of users and consumers and seems to be logical, since everything we use or consume is backed by a name or brand, even if they are “white” brands or what are known as “free brands”. ” there is a name assigned to those products and services.
That is why it is understood that advertising is also considered as a cultural product that arises and serves from the different behaviors and lifestyles of people.
In this constant presence, and as a way of “self-defense” of advertising by the people who receive it, blocks have also been created so that advertising reaches everyone all the time in such a free way.
From the same selective perception, which each one of us naturally has, to technological instruments, such as blocking web pages, they exist so that people do not receive the 100 percent all advertising messages that are “in the air”. According to an analysis carried out by neuromediawe receive an advertising impact every 10 secondswhich means that we receive 6 thousand impacts daily (2 million 190 thousand a year), of which we are able to retain only a maximum of 18 messages.
So, we have both natural and artificial conditions, which cause all the publicity generated to fully reach people. That would mean that many resources, both economic and in terms of work hours, are wasted and thrown into the air in the hope that they do reach the chosen people. That was supposed to happen, since all the previous research should have been done to make sure that all the work done, synthesized in the executions in the media, reaches the right audience at the right time and medium. But it doesn’t always happen that way.
For this reason, brands, media and agencies are constantly looking for new ways to approach their target audiences in the most efficient and effective way, using new and different tools that allow them to approach in the most natural or organic way wherever they are, avoiding being invasive, aggressive or being recognized as the “unwelcome guest” or the annoying “scrounger” who arrives at a party.
These new ways are showing to be used in the not so distant future and whose launch has been forced to accelerate more quickly since the pandemic, mainly due to the change or adjustment in consumer/user purchasing behavior and habits.
For example, we found some interesting projects like the ones that are being done so that people who access their favorite movies or shows, especially via streaming, can choose the object or clothing that some of the characters in that TV series are wearing. who is a fan and, therefore, can also be a faithful follower of what his favorite actors or characters are using, either because he takes them as a reference or because of an aspirational aspect. Here, the advertising invasion of brands would not occur, since it is not imposed or forced in view of the target audience, but rather it is the people themselves who have the decision and the power, through remote control, to, first, know the brand of that product and, later, purchase it from the comfort of your home or from wherever you are receiving streaming content.
Here the winning formula is not to be invasive with advertising and a forced message is not imposed on people, but rather that the same people, only those who are interested in it, make their query and delve as far as they want and, probably, do it until you reach the final purchase.
But also the “boom” of the new technological instruments such as voice assistants cannot be left behind and it is hoped that these will also serve as an advertising medium with which people can be reached in the most common environment in which they live daily.
Assistants that are walking on par with what is expected in their usefulness in this world of artificial intelligence that is exploding to improve the speed, effectiveness and precision of the tasks that we all carry out on a daily basis.
GoogleAssistant, Amazon-Alexa, Dragon Search, Cortana, Bixby, Sherpa Assistant, DataBot, Cisco Spark Assistant, Apple Siri, Google Home, Evi Y vlingo.ioamong others that are out there developing, are there to increase productivity and meet the user’s needs in carrying out simple tasks, such as searching for song names, playing them, scheduling important appointments and remembering things to do, among many other tasks.
But it is one of them in particular that is already warning of a new opportunity that opens up to advertisers.
Alexa Starting next year, it will test answers to consumer questions that will be sponsored by brands.
This means for amazon a new entry of advertising revenue in which when Alexa responds to a user can include within it a suggestion of a product or service related to the search.
For example, if someone asks how to clean a wine stain on a carpet, in the answer Alexa You will be able to comment on a specific brand of detergent or soap to remove difficult stains.
Since amazon It is believed that in this way the user/consumer will find it much more friendly to approach the brands and the relationship will be more “natural”.
Also, these announcements will not be just what you can mention Alexasince this mode will work like the sponsored search links that Internet users receive in Google. Alexa it will simply give that information and it will be different from the interactive advertising that the assistant already has and that allows you to do other things, such as add products to the cart or ask for brand reminders.
Here I leave the question to you, will this new option continue to feel invasive or will it be a tool that meets the needs of people without them feeling “hit” by advertising?