Advertising’s New ExperienceHuman Experience

HAVARD BUSINESS REVIEW

ADVER

TISING

BE A PRESENCE

MARKETERS MUST FOCUS LESS ON WHAT ADVERTISING SAYS TO ITS TARGETS & MORE ABOUT WHAT IT DOES FOR

THEM

BUT THAT’S DEFINITELY

NOT THIS WAY…..

DOMAINS THAT NEED FOCUS

1. THE PUBLIC SPHERE

2. THE SOCIAL SPHERE

3. THE TRIBAL SPHERE

4. THE PSYCOLOGICAL SPHERE

1. THE PUBLIC SPHERE

THE WAY PEOPLE USE MOBILE…

PRINCIPLES FOLLOWED

1. THEY ARE RELEVANT IN CONTEXT

2. THEY HELP PEOPLE REACH OBJECTIVES

3. THEY ARE BRANDED INTERVENTIONS4. THEY PROVIDE ENGAGING, REFRESHING, OR COMPELLING EXPERIENCES

2. THE SOCIAL SPHERE

3. THE TRIBAL SPHERE

4. THE PSYCOLOGICAL SPHERE

WHAT THEY ASPIRE TO DO…

1. THEY SEEK TO CREATE HABITS

2. THEY GUIDE COGNITION

3. THEY CONNECT A BRAND WITH A MOOD OR EMOTION

PLACING ADS IN THE SPHERES

STEPS WHICH OFFER A USEFUL FRAMEWORK…

1. DEFINE THE OBJECTIVES

2. TARGET THE CAMPAIGN TO

CREATE VALUE FOR CONSUMERS

3. TEST, LISTEN & ADJUST ADS TO

IMPROVE THE CUSTOMER

EXPERIENCE

4. EVALUATE AN EXPANSION STRATEGY

5. REFRESH THE MESSAGE

PROF. SAMEER MATHURIndian Institute Of Management, Lucknow

Professor in Marketingwww.IIMInternship.com

Created By;

SIDHANT PATINATIONAL INSTITUTE OF

TECHNOLOGY, ROURKELA

As an intern, under the guidance of,