Consumers Vs Advertisers - Panel & Audience Interactive Session

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Vote on this proposal

by Ramkumar RS (proposing) on Sunday, December 8, 2013

Section
Geekery (Science, Tech and Life Hacks)

Session type
Debate

Technical level
Intermediate

This is a proposal requesting for someone to speak on this topic. If you’d like to speak, leave a comment.

Objective

Advertisers came in to our drawing room through newspapers, then in to our living room through TV, in to our cars through radio, study room through Google ads and now in to our bedrooms with facebook ads. Even if we show the slightest interest, they come after us like an avalanche. (Try liking a facebook business page or clicking on a Google Ad - they stalk you for many weeks after)

Today relationship between advertisers and consumers is unidirectional and a monologue. We avoid / skip ads and switch ourselves off. (CTR% are as low as 0.05%). As Consumers we are frustrated that our time is being wasted by unsolicited ads. Even when we do click, we just see and leave. We prefer to remain silent unless there is an immediate need. Advt avoidance has become so ingrained in our psyche, we wrack our brains to connect or recall the ad/brand/product, when there is a real need.

But marketers need to talk about their products and features. They need continuous feedback from their target audience, what they think, what alternative they are using, whether they will consider and if Yes when,, how the product could be improved further etc.

Can there ever be a true dialogue between advertisers and consumers? Can advertisers ever get 100% attention from their target consumers? Can they get true and honest feedback about their ads, brands and products? Will they learn to respect and value the time of their consumers?

Can consumers and advertisers meet at the Goa Project for a True Dialogue and find a solution that serves both interests?

Description

Can there ever be a true dialogue between advertisers and consumers? Can advertisers ever get 100% attention from their target consumers? Can they get true and honest feedback about their ads, brands and products? Will they learn to respect and value the time of their consumers?

Can consumers and advertisers meet at the Goa Project for a True Dialogue and find a solution that serves both interests?

Requirements

Open Panel of Experts from Marketing & Advertising, and General consumers.

Speaker bio

I am not the expert. I can be a moderator though!
www.rsrinnovations.com

Comments


  • 3

    [-] Vivek Kumar 3 years ago

    I would like to participate on this panel. We at Qlicket believe that it is possible to actually have advertisers engage with consumers, and we've already done 100% guaranteed engagement, fully customized and complete share of voice campaigns for some leading brands in India, including Google, Cadbury, and Cisco, among many others -- all in exchange for free WiFi access. Our CTRs are significantly higher than web averages, and we believe advertising can actually have a positive effect (e.g., brand uplift, goodwill association, etc.) if done well. We believe in digital online branding and performance based campaigns, and we also believe that it's possible to Bring India Online by leveraging the power of our patent-pending advertising technology.


  • 2

    [-] Ravi Thakur 3 years ago

    Hello Ramkumar,

    If you divide consumers side into young millenniums (born after 1990), then you will miss the stars in the shiny night , why don't you consider consumers the Generation Y (1981-1995), this will give more life and meaning to the discussion, for to and against the motion guys.

    Reference: http://image-store.slidesharecdn.com/c637717a-5b9e-11e3-847c-12313b084ada-original.png


  • 2

    [-] Ansoo Gupta 3 years ago

    If you truly want the advertisers' side represented, you must get the 'clients' - the ones who hold the purse strings for the publishers (Google, YT, FB, TV, Radio, etc) and for ad-agencies both. They are the ones who need to question their own motives and answer the consumers. Media houses and ad-agencies just follow the money.

    Get Levers, P&G, Nestle, Dabur, Coke, Pepsi, Samsung, McCain etc. They are the real pied pipers :-)


  • 1

    [-] Vijay Anand 3 years ago

    Ram, Can you suggest a few experts as well who can be on the panel? Would strengthen the case for this session.


  • 1

    [-] Ramkumar RS 3 years ago

    Hi Vijay, For the consumers side, we can ask young millenniums (born after 1990) to volunteer for the panel, the only qualification being heavy users of facebook, gmail and Satellite TV programs and a general frustration with too many ad exposures and the anger that they feel when their browsing / email / social media activities are being tracked to stalk them with ads, or when they are shown the same ad on TV 100s of times.

    For marketing / advertising side, we really need the guys from Google/Youtube, Facebook and some biggies from Group M (Heavy Media buyers on TV) who are living and breathing this problem every day. Unfortunately, I do not know anyone in these companies that I can refer.


  • 1

    [-] Ramkumar RS 3 years ago

    @Vivek Kumar, can you ask some of the senior guys from the brands that you worked with to contribute to the panel? Micromax has launched a "Watch AD to earn cash" app. Are brands underestimating consumers as just people who are after "Money"?

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