BE WHERE THE PEOPLE ARE: ADVERTISING


Advertising if explained in literal meaning of the word, is the paid promotion of any product or service. In the recent years, advertising has gone through vital reformation in a very structured manner– remember the emergence of ads from a radio to the black and white television and then from colourful to the HD print fine definition television. From the beginning, which is ought to date back to steel carvings made by the ancestors, advertising has constantly adapted itself and changed to an increasingly savvy audience. But the wonderful ‘World Wide Web’ plays a pivotal role in expanding the reach of advertising as well as impacting the audience in a new and deep way than any other source. The internet has tremendously transformed advertising in an amazing yet astonishing manner. Not only it has changed the way the ads are broadcasted, but it has also transformed the way consumers respond to it.


Then: Vintage Advertising
Let’s take things back to the old lane of history and imagine those pre-internet days. The days when advertising was carried out via cheesy infomercials on radio, fuzzy old televisions, and billboards; and the minutest of ads were considered important and all the people gathered together and watched the ads in the same room. You know when the first TV ad popped up on screens? Probably a lot later that you’d ever imagine. Back then, characters were designed according to product to create a semblance of connection between viewers and brands and the famous personalities were hired to publicise almost everything from nailing brands to succinct.

Advertising: Be where the people are


Now: More Motives
Even though we might deny, we live in a world ruled by marketers. And as a tool: advertising has shaped our attitudes and behaviors since the beginning. Today, the shift in the concept of advertising formulates the rise of other motives when it comes to commercials. Rather than the selling motive, ads are now majorly focused on community building and brand awareness. The neoteric advertising no longer puts the product in the centerpiece; rather, it provides the solution to the viewer. The simple nature of the ad is perfectly to relate and create a key way so that viewers can interact with the brand. This basic approach behind this idea is to emphasise on a solution to consumers’ problems (like providing them with the DIY ideas, so that they can construct things in their homes easily and inexpensively) instead of the putting the product in the centre place and continuously promoting it. When consumers begin to relate with your content they will build a relation or positive image in their minds about your brand.
Brands have to work twice as hard to gain the trust of consumers in the internet world, so advertising basically focuses on two points: the content which is helpful to viewers and provide them with a solution, and yes, when consumers like or appreciate the content, they dig deep about your brand which helps in building trust and a connection between both.
But have you ever thought of, what has so drastically changed the entire landscape of advertisement?
Due to the introduction of internet, the digital age has completely altered how businesses advertise their products. It has completely altered the playing field so companies have to tailor their strategies to reach its customers. As of now, the world has become digitally active all the time; the transformation of passive consumers to the active ones is the biggest change of all and as a result customer service comes in limelight, which almost lost its importance before the digital age. Another facet of digital marketing age is the changing ways of communication. Digital marketing channels are more leveled and new, other than the traditional scenario. With the advancement in technologies, the way customer behaviour has shifted, although with different mediums it’s easier than ever to hit your target audience but even harder to make them a fool. Back in the time, the digital age was all about free advertising everywhere with the sole motive to sell. Social media channels have brought back the idea of paying to play.  
If we conclude, you have to dedicate a small budget to reach out to people via social media. On the contrary, it means that you can compete based on your skills as an advertiser, as opposed to simply spamming lots of posts, as earlier. The digital age denotes an era where everyone can join the advertising dogfight. Yes, those with huge budgets still have an advantage, but it’s no longer the decisive advantage as of now.


But what about subsequent years?
Commencement of a business requires awareness amongst the consumers for establishing itself and to replicating into a major brand. Exaltation is a pre-requisite for a business whether start-up or traditional; online or offline for yielding turnovers.
In umpteenth aisles advertisement becomes a convention of modern day story telling. The designers and the film makers are tasked to grab people’s attention in as little time as possible and convince them on a particular idea. The primary goal of advertisement is only achieved by appealing to people’s emotion and creating a narrative of their product. The consumer is tenacious to impress and the next subsequent years of advertising confide thoroughly on them buying into our largely tech-driven, vision of making every single advertising message relevant to the receiver.
Ads are everywhere-from large digital billboards on the roads to the compact smartphone in your hand, “digital ads are cheaper and better targeted than printed ads. Print ads approach mass audiences less and, this is works majorly for consumer products like soap or toothpaste. But more than 40% of the world comprises digital native. Words sell: they always have and they always will- especially in a world which is sledding by social media. People have omitted newspapers and television and they now affix to brands via with Facebook, Twitter, Instagram and other handles. With jumping smart phones numbers and increasing intellectuality, the future of digital ads is bright.  Digital ads fulfill budgetary constraints, and more creativity makes digital advertisement captivating. Digital ads infest on digital pure-play platforms such as websites, mobiles, B2C sites, and digital ad-networks. They score with better engagement. Better return-on-investment and augmented-reality experience. In India, print ads markets are still bright, but in the forth coming years they will have to be print+digital. Going digital is the future of advertising.
Over the next inevitable years, advertising will move from communicating to predicting, based on human needs. In the coming future, a shift in what advertising looks like to what advertising feels like will come forth in the limelight. Although the future is indefinite, unexpected things will definitely occur. Nobody knows the name of the next big entrepreneur, or what’s going to happen in the next years. But if we start comprehending the mind of people, and then we will be close enough to guess what will excite our potential consumers in the upcoming years.


Let's hope advertisement companies weigh the value of the ad against their “creepiness factor”. 
After all those quick access of gaining reach to masses, as a conclusion, advertising; in the future world
will become gradually more and more intelligent in tone. It will seek to influence demand by argument instead of clamor, a tendency already more apparent every year. Cheap attention-calling tricks and clap-trap will be fully replaced, by serious exposition. Moreover, traditional advertising will definitely be dead. After all, we are living in an ad blocker age.
Television and radio have almost lost their impact. The reason being that people are moving online ; and from boring and uncreative to active and dynamic modes. They do not prefer to sit ideally in front of TV and believe whatever the brands say!
If this isn’t a hint to advertisers that they need to change track, then we can’t say what will be.

Comment below your views on the modern trends of advertising and how do you feel advertising influences.