Dr. Amy Vanderbilt

CEO & Chief Strategist

The TrendPOV Show

http://DrAmyVanderbilt.com

Dr. Amy Vanderbilt is the Founder and Chief Strategist at

TrendPOV.com, next generation social omni-media that over 600

thousand executives call GPS for your business strategy. She is an

award-winning author, show host, executive coach, speaker, and

commentator.Her career has enjoyed a fast climb through the ranks

of academia, large business, small business, and even the

Government by harnessing the power of emerging trends and her

unique ability to understand where they are going, and how to use

them for competitive advantage.

With more and more companies jumping on the interactive bandwagon, we have a new problem...how to stand out. In order to attract customers’ attention, marketers have traditionally created messages that tap into the five senses: sight, sound, smell, taste and touch, but interactivity is now being used to totally engage customers. Until the 1950s, advertising consisted mainly of repetitive messages. Howard Luck Gossage bucked that trend by developing a two-way conversation with customers. This process evolved based on the theory that advertising works better when people are not told what to think but are left to figure it out for themselves.  Online media emerged in the 1990s: pay-per-impression banner ads, affiliate marketing and sponsored search. In 1996, according to Rachel Arandilla on 1stwebdesigner.com, “Hewlett-Packard created one of the first interactive online ads, embedding a video arcade game ‘Pong’ into the ad.” Pay-per-click ads, pop-up ads, hover ads and takeover ads followed and Google Adwords were the next innovation. In recent years, social media has paved the way for interaction between businesses and consumers. This year, as reported on forbes.com, “The Interactive Advertising Bureau said online ad revenues from all sources hit a record $8.4 billion.” And, as other advertising media has declined or slowed down in growth, internet advertising revenue growth has increased every year for the past seven years.  But customers often resent the invasion of privacy and if online advertising is excessive or not relevant, consumers will learn to tune out all this online “noise”. However, the advertising industry believes that if the ads are streamlined to specific target audiences, interactive advertising is where the future of marketing lies. Marketing experts recommend two-way communication, promotions, coupons, Web sites as an extension of product packaging and exposing consumers to your product or service through a variety of media channels. Lonelybrand concluded, “Agencies and brands with a quality content calendar backed by the staff to execute will retain and grow their customer base.” To turn this trend into an advantage for your business, consider the following. Interactive advertising is a stage six trend. Interactive ads are retooling for longevity. Interactive ads are becoming social for longevity. Interactive ads will become norm when technology catches up. Lastly, content will make your interactive ads stand out.