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[A278]Advertising Agencies In The Philippines

by Jennie Williams, Jen

Web 2.0 has affected a sea change in the interactive marketing space because now information flow has become multi-directional ? from machine to human, peer to peer, and even machine to peer and vice versa. This is miles ahead of the one way flow prevalent during early days of Internet. Web 2.0 phenomenons such as blogs, RSS, social media, etc., have made Internet a medium for creating, distributing, using and sharing content.

This avatar of web is mixing and mashing earlier stand alone silos of website content, advertising, email, search engine optimization and corporate and product blogging into one vast interactive space where lectures are becoming a conversation. And it is important for a smart and up with the times web advertising agency to play just the right music to keep the audience interested.

This right music is concerned with gaining and maintaining a favorable attitude of the target customers towards the Websites. In interactive space, it is a website's interactivity which determines the revisits and conversions of the visitors.

It is interactivity which sets apart traditional and Internet advertising. And any aspiring interactive advertising agency must take note that it is because of interactivity that consumers and advertisers are capable of real-time, two-way and fast interactions resulting in increased traffic and conversions.

But in these times of consumer centric marketing, don't consumers have a say in deciding a website's interactivity?

In fact they have the biggest say!

It was found that it is not the website's degree of interactivity per se, but perceived interactivity on part of visitors, which determines the overall attitude toward Website and a positive or negative decision.

It is perceived interactivity which determines the level of various interactions - between consumers and advertisers, the influence of messages on consumers, and sharing among consumers themselves.

Let's discuss this perceived interactivity and its effect on attitude of consumers towards a particular website for the benefit of myriad web advertising agencies.

Perceived Interactivity

Interactivity on the web can be of three types:

(1) Interaction between users and messages/machine ? this is interaction between human and non-human entity. This type of interaction is mostly behavioral or psychological on part of humans.

(2) Interaction between senders and receivers ? here senders and receivers interact through computers.

(3) Interaction between machine and machine in the semantic web space of future

While these are the types of interaction a web master would strive to promote, he/she should not lose sight of perceived interactivity which would determine the visitor's perception of control on their actions in the computer-mediated environment and the perception of their capability of navigating through cyberspace.
This perceived interactivity has two constructs:

Ease of navigability ? the ease with which a visitor roam around the virtual cognitive space and glean knowledge out of the data making up that space.

Responsiveness - how responsive is the web space toward the visitor's actions? This space may comprise a machine, messages, and an imagined receiver.

Factors Influencing Perceived Interactivity

Since perceived interactivity is the combination of internal factors such as perceived control over where the Internet user is and where he/she is going, and external factors such as his or her sense of how responsive the Web as a system is to his or her actions; following affect the perceived interactivity:

Speed of Interaction: Faster the perceived speed of action in web environment, higher would be the perception of interactivity.

Range: Higher the number of options in making changes in the web environment, higher would be the perception of interactivity.

Mapping: This concerns the user controlling where he/she is going. Higher the sense of navigation, better the perceived interactivity.

Since perceived interactivity is positively related to consumers? attitude towards a web site; designing, web advertising and marketing should be tackled with responsiveness and navigability in mind and by factoring in consumers? needs and requirements, perceived interactivity can be manipulated to web advertising agencies? advantage.

They talk so much gobblegook that when they say that they can advertise your product on Web 2.0 you become pathetically grateful.

Well they talk like that so as to make their job appear harder and more expensive and the end result looks like a miracle.

There is nothing more dangerous in advertising than their ability to think delusional. My working experience with advertising people suggested thay had repeated the optimistic lines about their performance so often that they themselves actually believed them! And nothing in advertising is more dangerous than delusion.

And so to day it is almost an article of faith among advertising people that advertising will not change because "it works"!

However, facing the truth is the first essential step in devising a sensible strategy for the perpetuation of advertising.

But even if the most optomistic spin on the benefits of advertising were true, which they're not I hasten to add, they would still be facing a major problem! And that is the way they obtain ther financial rewards militate against them ever changing the current system.

As one large Client recently explained: "In to day's marketing landscape building a brand is about a whole lot more than advertising. An advertising agency alone cannot deliver everything we need - even though agencies may claim to deliver this, it's a myth".

He argues that the cultural weakness of agencies explain why they have struggled to develop their own digital capabilities.

However agencies are fighting back in theor own nonsensical way, John O'Keeffe, executive creative director at BBH is sceptical that there is anything unique about digital marketing skills. "There is a very, very simple truth to all this," said O'Keeffe recently. "Nothing is more important that the idea. The people who espouse the view that digital specialists have some kind of technological advantage are diminishing in number. It's just not the case".

He added: "The technology is functionally very simple. It's not difficult to find the right button. What's difficult, and what's always been difficult, is getting people who can have great creative ideas".

See what I mean about delusional?

They never address the problem of "communication", they still waffle on about "creative"! There has been around for years a system which is far more effective than advertising, it is totally accountable and allows Clients to, literally, halve their advertising budget. Needless to say it was immediately killed by advertising agencies, dammed by faint praise, because, in reality the technique would have seriously depleted their huge profit structure!

If there is a advertising agency out there right now searching around for a mission statement, here is a suggestion. Come down off your high horse of superiority and confront your most important asset (no it most certainly it not your Creative Director!) it's us, the people you want to buy the products that you advertise.

And on no account use Focus Groups because they have been completely discredited as a complete inaccurate sham, and will never give you the answers you need.

And then interact with us...I guarantee that you'll be horrified and surprised by the outcome.

Oh...and by the way "creative" has never been the sole criterion for the success or otherwise of an advertising campaign...and don't you forget that either!

Article Source : Advantages Of Directory Advertising

About Author

Both Jennie Williams & Paul Ashby are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Jennie Williams has sinced written about articles on various topics from Advertising Guide, Search Engine Marketing and Corporate Identity and Branding. Jennie Williams is advertising professional who has keen professional interest in web advertising. He worked with and now serves a. Jennie Williams's top article generates over 60500 views. to your Favourites.

Paul Ashby has sinced written about articles on various topics from Advertising Guide, Marketing Strategies and Recruitment. Please visi: http:// effectiveaccountablecommunication.blogspot and see the astounding results achieved with just one exposure to an interactive programme vs regular "frequency" advertising.. Paul Ashby's top article generates over 9900 views. to your Favourites.