Lilly: En la vida, cómo se pierde define el carácter
Todd Lilly, Dieste Senior Producer wrote a post in Provoke Weekly questioning the banner ads brands use. In fact, he begins his post by saying that marketers are doing them wrong, because the same message appears again and again. “The brand, presenting itself in the form of a banner is truly oblivious to the situation. It’s doesn’t know whether you bought it, can’t afford it, found something better, or the whim just passed” he said. “Let’s empower users to start conversations, give us feedback and make us smarter, more informed and intuitive retailers/brands/marketers.” He mentioned as an example The Weather Company and IBM, which were the first to start serving display ads created by Watson (referring to the character of “Elementary, My Dear Watson”) offering contextual relevance for users based on individual location, as well as additional info gathered through user interactions. For Lilly addressability is a hot buzzword these days, but still very theoretical and not fully used. “Perhaps conversational banners have the potential to fast-track addressability and true personalization into digital platforms immediately” Lilly said. For him, marketers should challenge themselves to think about using the digital platform for what truly makes it unique and special, facilitating conversations. “The beauty of digital is the ability to spark, feed and nurture a dialog with consumers.” “As you hook your audience and pique their curiosity, offer creative messaging that answers the ‘how’ and ‘when’ that guides them farther through the purchase funnel. And when they are fully engaged, help them answer ‘where’ to purchase it” he concluded.
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