Experts react to recent media explosion’s effect on advertising

By GRACE TURNER

ATLANTA — Veteran advertiser Jamie Turner says companies that are thriving are those that have embraced new media.

It is 2015, and we are in the midst of the age of immediacy. Consumers are spoiled with instant gratification, constant communication and an abundance of information at their fingertips. The premise of a traditional ‘one-to-many’ advertising model is dying. Consumers want and expect to be heard, and companies are now, more than ever, placing an emphasis on building a relationship with consumers through new media.

Turner has seen this change firsthand over his 30 years of experience in the advertising industry.

He began his career at DDB, an advertising agency in New York and has since moved to Atlanta, where he worked at Ogilvy and started two of his own businesses, Turner & Turner and his current business, 60 Second Communications. Turner has also appeared on CNN and HLN for social media marketing.

The new age of social media, review blogs, YouTube and more, has given consumers the luxury of becoming more captious with the products they buy and the brands they are loyal to. Traditional advertisements just aren’t cutting it anymore. Businesses have either had success or failure in their transition to new media advertising. But Turner said he believes those who have been successful in their transition have embraced these technologies.

“More and more of their budget is being devoted to new and emerging media like social media, mobile marketing and other new technologies,” said Turner.

Devna Thapliyal, former researcher and current new media planner, has her master’s degree in marketing and has since worked in Vietnam. Currently she is working at 60 Second Communications.

Thapliyal said she believes the traditional advertising model is still viable.

“I think it is dying. But it is not completely obsolete, so it still serves a purpose. The only change occurring is that people do want to be heard. They want the relationship with advertisers to be a two way street,” Thapliyal said.

“However, they can now co-exist. For example, there are TV campaigns, but a hashtag is associated with it. So viewers can tell advertisers whether they like it or not. So I think traditional advertising is alive and well, it just evolved into an integrated form with digital advertising. It allows consumers to give feedback.”

Although there are many ways the advertising industry can use new media to its advantage, there are also negatives that come along with it. Thapliyal said she feels as though the trend of consumers using ad blocking software is becoming one of those negatives.

“A trend I feel is emerging is ad blocking,” Thapliyal said. “Ad blocking software is becoming really popular. There is a panic going on in the digital ad industry right now about how to adapt to consumers who are using ad blocking software.”

The recent influx of new media technologies has created a whole new world among consumers and brands. It has brought positives, and negatives as well. But those who have made a successful transition from traditional advertising to new media advertising are the ones who have learned to embrace it.

Turner said the key is “embracing the technology, learning new things about the technology, and testing their way to success. When I say testing their way to success, it means that the businesses are tracking the results of their campaigns and finding ways to enhance and improve them as they go along.”

Jamie Turner outside his office in Atlanta, Georgia.
Jamie Turner outside his office in Atlanta, Georgia.

With new media advertising, advertisers are now able to leverage feedback from the consumer from on-going conversation, find what’s effective, and reinvent their brand to fit the specific needs of the consumer. This is a major breakthrough for the marketing and advertising industry and encourages a two-way street of communication and feedback between brand and consumer.

The age of new media has given the advertising industry much opportunity for improvement —and there is always room for improvement.

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