in 2006, $400 billion was spent on advertising worldwide. Most of this budget went on traditional media like television, radio and print. Companies with billions in advertising budget make sure that their message reaches as big a population as possible. On traditional medium, spending is directly proportional to reach and frequency. It is like using an amplifier and reaching as many people as frequently as possible.
But what if you don’t have (or want to) spend billions in doing this? That’s where intelligence in advertising kicks in. The factors like who, what, when, where and how starts playing a bigger role. Note that it starts playing a bigger role…doesn’t matter how big your marketing budget is, these do come in picture, but when it is small, they sit on the driver’s seat.
When we talk about intelligence in advertising, a couple points are considered most important. First, using proper targeting. You don’t have to reach everyone everywhere. If you are selling office supplies, you don’t have to bother homemakers and retired citizens. When you are selling dorm room goodies you know who your target audience is and return to school is probably the best time to reach them. The idea is to reach the right people at the right time using the right message and the right medium.
Second thing to consider when designing intelligent advertising is new media. If traditional media is all about shouting (one-way), new media is all about talking (two-way). If on traditional media budget is directly proportional to reach and frequency, on new media intelligence is directly proportional to influence and impact. Using new media you can form a bond with your customers. Using social media, you can understand what your customers want. You can make them feel valued, have a healthy dialog and take in their input. The idea is to have a conversation instead of a campaign, because campaigns start and end,but conversations go on forever.