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My name is Maria and I am a student at University of the Arts London 🙂

TV Advertising isn’t dead—it’s Evolving

This article is about the continuous innovations in TV advertising. Despite the fragmentation of TV, the innovations are leading to evolutions in terms of increasing the effectiveness of TV advertising. TV advertising remains to be one of the popular digital advertising media as TV resonates with the digital target audience as a validator of legitimacy. According to iSpot, from July 1 to August 31, the expenditure of top department stores in TV advertising in 2018 was $247.8 million, which represents a 9.3% increase over the same period in 2017. Marketers rank TV advertising higher than most digital mediums including social media (YouTube and Facebook) due to the extension of automation. However, the major problem is that the number of brands that has integrated its digital data into TV ad buys is only 28% thus implying that there is a huge number of TV buys whose planning and execution are manual (Wasserman, 2019).

Although families rarely watch TV together as was in the past, marketers are shifting the focus and changing their strategies. Instead of targeting and addressing demographics, marketers are shifting to personality and interest through the employment of innovations to make TV advertisements more compelling. The only challenge with TV is fragmentation across many networks, apps, and devices that may bombard people with thousands of ads or fail in terms of reaching the desired number of the target audience.

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A Brief Guide to Everything Annoying about Apple

This article provides some of the reasons that could have triggered the 13% decline of Apple sales (Rose, 2016). It is relevant to digital marketing as it provides the views of consumers on software and digital gadgets. The views of consumers may help digital marketers to determine channels to use for marketing business. The cost of acquiring digital gadgets, maintenance and repair cost, and the ease of using the gadget in terms of the number of times to key in passwords when logging in or software upgrade requirements are some of the important factors that affect acquisition or ownership of digital media. One of the annoying factors when using iTunes is the demand for many sign in passwords. Unending hardware upgrades is another problem related to Apple products. As a result, users are confronting the challenge of obsolete products such as cables, chargers, iPhones, MacBooks, or iPods (Rose, 2016). The price of repairing or acquiring Apple products is also prohibitive. The price of the cheapest iPhone is unaffordable to many people, especially those poor living countries where network and internet connectivity is unreliable or expensive. Even in developed nations such as the UK, the price of the cheapest iPhone is about £359, which is too high as compared to a price of £10 for a basic mobile phone. Further, the minimum cost of repairing an iPhone no matter its problem is £200 (Rodgers & Thorson, 2017). 

This article provides an empowerment discussion to digital marketers, especially on ways to improve efficiency in digital advertising. One of the importance of digital advertising to marketers is the increase in precision in terms of audience targeting and delivery of personalized messages to consumers. Improvement in consumer targeting is important for advertisers as it leads to cost-effectiveness. Although personalization that emanates from the use of online advertising leads to a decrease in ad avoidance, marketers should be cautious with digital advertising since it can lead to negative brand attitudes if consumers perceive them as distractors. This view is similar to the first article on TV advertising, where Fragmentation of TV across many networks, apps, and devices could bombard people with many ads or cause failure in terms of reaching the desired number of the target audience (Wasserman, 2019).

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