December 13 2013 Latest news:
In August I wrote a column about facial recognition in advertising. It was in response to the announcement from one of Sir Alan Sugar’s companies, Amscreen, that it was fitting facial recognition cameras to billboards to allow them to show more targeted advertising to individuals. The cameras could tell whether someone was male or female and approximate age and deliver ads appropriately.
The term “brand experience” is often misused and miss quoted. Academically speaking it’s the experience your brand gives a consumer and so how they emotionally react or connect with it. This is based on whether it fulfils and is responsive to their needs, and very simply how it makes them feel. Retailers spend millions trying to get that bit right when you walk into a store. Unfortunately it has now also become a catch all phrase that encompasses a whole new area of marketing.
A piece of research I read this week once again did what it was supposed to and challenged my thinking about how much I really know about our customers.
The recent announcement of Microsoft acquiring Nokia’s devices business for £3.12bn did not generate anyway near the level of hype and coverage if it had happened 10 years ago.
Advertising, you either love it or hate it, well that’s the idea anyway. Advertising is supposed to create some sort of emotional reaction. The Christmas John Lewis ads are great examples of this. Whatever it does, it is supposed to do something, especially sell you the thing the ad is about.