Christian Leborg
Imagining future pleasures

Advertising anticipation

Marketing activities builds anticipation of the experiences for customer.

What’s happening with advertising? Users are abandoning regular television channels and steering away from using traditional media because advertising has ruined the joy of using them. Regular advertising is not working as well as before because people don’t want to be interrupted whilst experiencing media.

Why’s it important to build expectation for an experience? Advertising is a part of a product experience, but as consumers we don’t want to be told what to expect, we want to have a conversation. The advertising experience is getting better because digital advertising or content marketing has to tell engaging stories.

How does advertising evolve? Digital advertising uses data about behaviour to target and personalise content and thereby optimise the user experience. Advertisers are now able to measure content marketing so that they can understand if the investment made any impact.

“Great marketing is now largely driven by great digital product and service experiences.” – Ted Booth, Method

When does anticipation of the experience evolve? The difference between when a consumer learns about a service and when she actually uses it is becoming blurred because of media experiences that resemble or are part of the actual service. As a customer, you may not be ready to purchase, but you may indulge in entertaining media experiences that build anticipation for the real service.

Who influences the service? Copywriters and interaction designers collaborate with production to create an amalgam of an advertisement and a product experience. Advertising agencies provide specific resources relating to target markets or demographic groups and the expectations each group has of specific goods or services.

Where do customers experience things that build anticipation? There is a plethora of net tools that provide consumers with information and entertainment that also builds anticipation for certain product experiences. Targeted advertising recognises where you’ve been and what you’ve been looking at, and directs you back.

As a communication designer I have experienced the convergence of areas within marketing first hand. I do not only design interfaces anymore, I create advertising again – and it’s so much fun.

What profession have you taken on lately? Please share in the comments section.

Kelly McDonald (2011) How to Market to People Not Like You
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.