Stages of adoption (new product)
Awareness
Customer knows that a product exists
Digital
Some pay for results and it is easy to track
Digital
Hard to compare costs with other media and focused on later stages of purchase process
Whole audience problem
You are paying for the whole audience or not
Idea generation
Possible sources: customer data (apps, surveys, etc)
Other companies and markets: reverse engineering (ethics), International: what products came form other places
Interest
Get a customer curious
TV
Demonstrations and wide reach of people. Can be targeted
TV
You can skip/ignore and only 30 sec max
Match your target market
Screening
where is this on the product life cycle?
Safety: consumer product safety
Is this right for us?
Evaluation and Trial
Convince customers that your product solves their problems
Radio
Wide reach, cheap segmented audience
Radio
Weak attention and declining audience
Digital and mobile advertising
EX: pay per click, location, time of day
Idea evaluation
Get customers involved (focus groups, surveys, feedback)
Decision
Call to action, price deal offers, points of purchase ads, etc
Magazines
Great targeting and good image quality/detail
High cost and low control
State of play in the data war
Cookies are dying (because of legislative changes and IOS opt-ins), first party data- get customers to provide (abandoned carts, forms, etc)
Development
R&D prototype
customers can be involved directly in co creation
marketing testing
Confirmation
Why someone likes a product/service EX: reminder ads, "why ads"
Out of home
Captive audience and local
Out of home
Outdoor glance and Cinema(younger audience)
Types of digital ads
Banner ads, Directory (facebook marketplace), search, social media
Commercialization
Actually selling the thing
Capital intensives- factories, equipment, etc