Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.
Ashleigh Nicol's insight:
The new Samsung televisions are definitely an evolution in the television technology, however I think the new way in which marketers and advertisers are using this new technology to reach consumers is a bit invasive. It definitely is an opportunity for them to have a direct response from viewers toward television commercials; however, shouldn’t this sort of research be done before the commercial is aired? I don’t think actually viewers should be subjected to this sort of testing.
Of course the interactive level of the new platform will be useful to users and some viewers may even welcome the research however, when is it too aggressive? I do think this direct marketing will help marketers a lot in terms of being able to see viewers’ reactions to commercials and how they relate to ads. It will also be powerful to the viewer, being directly marketed to and engaged in the advert. It will gain their interest and keep it on the advert as they are interacting with it. The information that is gained will be extremely useful to marketers and most likely be very popular with consumers however I can see some consumers being against the idea of this marketing medium.
Brands, listen up. The visuals-based platform registers engagement 18 times that of Facebook and 48 times that of Twitter, according to new research.
Ashleigh Nicol's insight:
I agree that Instagram is an effective way to engage consumers in brands and expose them to products. Instagram does this in a way that is non-invasive to its users and allows them to select what they are exposed to through them searching topics that interest them. As a user of the application I appreciate the non-invasive way that Instagram incorporates advertising within its site. Some other social networking sites use a more aggressive way to engage with potential consumers which can tend to scare consumers away. This may potentially be a reason for Instagram’s success. Also the fact that Instagram has visual based content is a big factor; products and brands are easily viewed by consumers and can be ‘liked’ for later viewing. Consumers can also see how these products are viewed by their followers and friends; therefore they can seek approval on whether to purchase that product or from that particular brand.
On a negative note, what is to say the viewers of these products on Instagram and Pintrest or any other of these sites is actually a consumer. They may simply not have the disposable income to afford these products or may be trying to boost their social status.
I believe that Instagram is effective in advertising products and brands, directly and indirectly, however I would like to know whether these ‘views’ or ‘likes’ have in any way affected sales for these brands and products.
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