Last night Elon’s PRSSA chapter had an advertising and new media workshop with School of Communication faculty member Dan Haygood.
He discussed how advertising used to focus on convincing people to buy their products because of its qualities, but now it is about entertaining the audience to encourage them to purchase the product.
We discussed the 10 best digital campaigns from the NY Times article. My favorite from the list is the Dove evolution commercial. This ad demonstrated just how made up “beauty” is and how models do not even look perfect – they are altered by a computer.
Then we discussed how to adapt to the industry today through:
- dialogue rather than monologue
- listening rather than talking. Companies need to listen to audiences, not just talk to them. Good examples are Dominos changing their pizza and GAP reacting to changing their logo.
- individual rather than segments. Attract specific people through blogs, Twitter rather than try to attract a large audience
- customization rather than one size fits all
- strict accountability rather than generalization
- real-time rather than “next quarter”. It’s happening now, so change now, not next quarter.
- collaboration rather than isolation. Have more people contribute to creative work.
- chaos rather than order. Change is constant and hard to learn, accept it.
“ad land must be truly integrated”
New medial tools for brand communication:
- social media
- private online communities
- virtual communities
- RSS feeds
- microblogging (ex. Twitter)
- content sharing (ex. Youtube, Flickr)
Media channels for placing advertisements:
- sponsored search
- user-generated content. For example priority club members were asked to take photos of the view from their hotel rooms, then that photos were used in ads
- mobile. For instance, using messaging opt-ins at the mall to get discounts via text message.
Haygood spoke about his agency experience and how young people today are what these agencies are looking for because we have the social media competence. He gave examples of agencies that have struggled to transition to the new media world and others that have excelled. It was great to learn about how to build successful digital campaigns and the tools available because these tools can also be applied to public relations campaigns.