Internet offers a wide range of possibilities. This overview of the different tools that advertisers can use shows how much Internet is opening to a new world of communication.But Internet has also generated an historical revolution concerning relationships between brands and consumers. In fact, advertisers have to keep in mind that Internet has been done by and for consumers. And in that way, they can't have the same behavior like traditional Medias. In other media channels (like TV or billboards), brands and consumers had a hierarchical relationship. Advertisers were used to submit a message to the consumer who decided to believe in it or not.
[...] Advertisers should be able to make a benefit usage of this reality. A lot of them proposed for example, for consumers to become the realisator or actresses of their advertising campaigns and gave them the tools to realize it. In the case of Wilkinson for example, anyone could show their creativity to others and submit its image to people's judgement. In the caseof Dove, the aim was to show the brands support to women in their protest against an artificial beauty assigned by Medias. [...]
[...] Increase their knowledge concerning the target In contrary to other media channels, Internet gives the opportunity for advertisers to quantify how many persons are visiting their websites, are reading their newsletters, etc to resume it's possible to know the exact return on investment. According to that, they will have the possibility to increase their visibility without wasting their money. Furthermore, complete databases help advertisers to have a complete overview concerning the profiles of Internet users. Procter & Gamble made a very good use of Internet as a mirror of consumer's behavior. [...]
[...] Consumers rely even more on blogers they don't even know and don't hesitate to believe in what is written in their blogs. Some brands, who realised the importance of creating complicity with their target, tried to reach them by using a blog. In fact, a blog is a fantastic way to personalize a brand's image and to create proximity with the consumer but it has to be used carefully. Coca Cola for example created a blog named the Zero Movement on which a man was explaining he had a life without any constraint but the brand forgot to mention that it was its own initiative. [...]
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