SLA Sales Consultants is a dynamic specialist sales recruitment organisation with a combined industry experience spanning more than a decade.
Our areas of expertise include:
Advertising & Publishing; Business Information; Digital & Online; Conferencing & Events; Outdoor Media; Subscription Sales
SLA
Sales Consultants is a dynamic specialist sales recruitment organization with a
combined industry experience spanning more than a decade. Our aim is to
provide a fresh and forward-thinking approach to both client and candidate
solutions.
Please see below for a list of our top ten vacancies this week:
Conference
Producer – Technology - London
Sales
Manager – Technology – London
Advertising
& Sponsorship Manager – Central London
Delegate
Sales - Finance - London
Sponsorship
Sales – Telecoms - London
Sponsorship
Sales – Energy – London
Senior
Advertising sales executive – Print/Online – Central London
Digital
Sales Executive – Central London
Online
Sales Executive – Events - West London
Media
Sales Executive – Print – Central London
For more
information you can contact us in one of the following ways:
SLA
Sales Consultants is a dynamic specialist sales recruitment organization with a
combined industry experience spanning more than a decade. Our aim is to
provide a fresh and forward-thinking approach to both client and candidate
solutions.
Please see below for a list of our top ten vacancies this week:
Senior
Sales Manager – Print/Online – C.London
Business
Development Manager – Telecoms - London
Advertising
and Sponsorship Manager – Print/Online/Conferences – C.London
Sponsorship
Manager - Luxury Goods – London
News
Business Account manager – Fashion – London
New
Business Sales Executive – Print/Online - London
It’s not difficult to find information on
Native Advertising; ‘The rise of Native advertising’, ‘The current success of
native advertising’, ‘How native advertising can help your company’ ect.....But
before we are bombarded with this information, how would you define Native
Advertising?
After a lot of searching we have concluded
that this is the act of advertising in
which the advertiser focuses on the experience of the consumer. The advert becomes
part of the content as oppose to being displayed separately. This is essentially
the complete opposite to what is known as traditional web-based advertisements.
It is mainly displayed by communicating through content and dismays methods
such as banner ads ect.
We have all been browsing through a web
page or attempting to read content when an ad pops up, relevant or not, and it
completely interrupts what we were doing. Native advertising does not use that
method, instead it blends in, becoming part of what you are already looking at,
not necessarily appearing to be an advert at all.
A well known example of the use of native
advertising is on the website BuzzFeed. The website itself displays very visual
news stories and social media topics mainly by photographic image. BuzzFeed
also include sponsored articles on the site, however displayed the exact same
way as everything around it, yet still promoting the brand or product.
“For example, an agency looking to
promote a new horror film may publish a list on BuzzFeed of the ten scariest
scenes in the history of cinema. On this list, a viewer would find hair-raising
classics likeThe ExcorcistandThe Omenalongside
stills from the promoted film. In this way, the consumer still gets the content
that they want, but they also take in an advertisement with it. Critically,
this form of advertising doesn’t distract from media, unlike traditional
advertising, which often can interrupt the flow of content rather jarringly.”- http://tier10lab.com/2013/06/03/native-advertising-key-consumer-connection/
Facebook and Twitter have recently adopted
native advertising too with ‘promoted tweets’ or ‘sponsored stories’. These
appear in the timeline of the user, the same as normal tweets and status
updates. These will however link to a chosen product related article or a
brands website.
Thanks to native advertising Brands and
Companies can partner with Twitter and Facebook ect to hold campaigns or
promotions through their social media sites. Recent examples of this are OAAA’s
#EverywhereUR campaign, run through Twitter or The Co-Op’s #Tweet4atable
campaign also run completely through Twitter. Native needs to be adapted and
tailored to the surroundings in which it’s being shown on. Some feel social
media’s use of Native advertising is not the most effective;
Native advertising, depending on which
platform a company has decided to use, can benefit greatly to the credibility
of a company. An example of a decent platform is both The Guardian and The
Independent; they are both well respected and renowned for reliable services
and would create a great impression as well as a credibility boost for any
company who uses them for native advertising.
It has been suggested that native advertising
will not only become a dominant method for advertisers, but also become the
only form of advertising. The marketing world has struggled to create a
connection with consumers in the same way native advertising has. This form of
advertising is also great for the success of journalists too. It is a collaboration
of editorial skills and advertising, and so in order for journalism to survive,
advertising needs to be successful. It seems as though native advertising is
the only way forward.
Tesco’s have
revealed that it will be installing facial recognition software in 450 of its petrol
station forecourts. This software, displayed as a digital screen, will be located by the checkouts and aims to identify
whether individuals in the queue are male or female, takes a rough estimate of
how old they are and how long they have been looking at the displayed
advertisements. The information gathered is thought to be around 97% correct.
The overall
aim of this is to process the details in real time and send the information to
advertisers so they can tailor the adverts to appropriate times of day. For
instance, coffee could be advertised in the morning and then the ads can switch
to other relevant products throughout the day. This software is also advanced
enough to monitor who is in the queue and who isn’t. If it detects that the
majority is female then the adverts being shown will switch to adverts tailored
to women. The same goes if there were mostly men detected.
This
technology is being provided by Amscreen, Lord Sugar’s company. The system is
called ‘Optimeyes’ which is from a French company known as Quividi. Tesco aims
to install this software in their stores as soon as possible.
This can seem quite alarming, however
according to an article in the Telegraph no video footage is actually recorded.
Once your face has been scanned for its information you as an individual are
erased. So no facial database is stored, only CCTV within the store will record
the customers. Until enough data is gathered the screens will only be showing
news, traffic reports and weather information.
Tesco has predicted that these machines
can reach over 5 million customers weekly. This deal is set to be in place for
the next 5 years.
Not everyone agrees with this new system
and most do not think it’s safe. Worries have been expressed that this could
progress into something worse and more intrusive. Where do companies stop? Is
this information always going to be enough for Tesco and other big companies?
Where is the line drawn? Let SLA know what you think!
According to an article in the output
magazine (http://www.outputmagazine.com/)
the trade marketing body ‘The Outdoor Media Centre’ have been conducting a
study into the ‘customer Journey’ to research and discover how influence works
and what buyers are specifically influenced by. This new study aims to show the
strong impact outdoor advertising has on consumers. Research has been carried
out using a variety of tools including online, dynamic, face to face contact as
well as mobile phones.
This no longer applies according to
the discoveries of The Customer Journey. The choice to purchase something is
thought to be majorly by influence. Every process plays an important role, from
social media to word of mouth, everything has an influence and an impact
whether it is intended to or not. The most effective stimulant in persuading a
consumer to purchase is found to be the Advertising media.
Below is an example of everyday out of
home advertising alongside an escalator at a train station;
Four stages were identified by the
research conducted. These being, the information that is absorbed, this is
defined by the consumer not consciously looking for it but receiving it
passively. The planning of the purchase, the collection of the product and also
the information shared about the purchase through social channels and word of
mouth.
Nine categories were used in this
research to find which products were bought and how frequently, these included
films, travel, telecoms, cars, fashion etc. The frequency of purchases is
associated closely to each category’s individual buying cycle. It is also
closely involved with the value of the products. Different needs also affect
how well an advertisement is responded to. A good example of this is fashion
and banking. Fashion tends to attract more of a response from advertising than
banking because of the many differences between the advertising of a product
and the advertising of a service.
It was also
found that everyone who had encountered any type of outdoor advertising had
positive feelings towards it. The main audiences that respond positively to
outdoor media are thought to be young and digitally focused (i.e. mobile user
and well connected on the web). This could be due to the fact that this range
of individuals are more exposed to the outdoor advertising therefore are more
likely to respond?
Video sourced from youtube
The research
also revealed that those influenced heavily and highly responsive to out of
home media are those who are involved strongly in social media and are
generally more active on these platforms. Online searches in order to buy
products increased as a result of higher exposure to outdoor advertising.
Each phase of the customer journey shows different
strengths in sources of information. At the absorbing stage TV had the
strongest impact. The planning phase showed the internet as the strongest
whereas newspapers, radio and magazines were most used at the stage of
obtaining the product and the sharing stage was mostly through social media.
Outdoor media proved to be the most successful of all media at the stage of
obtaining and was found second most successful on all other phases. Outdoor
advertising is shown to be a key factor in the overall customer journey.
“The static stage of the research was
commissioned from ICM and involved an online sample of 1,537 nationally
representative British adults to provide an insight into how people see
themselves at different stages of the customer journey, and what information
sources they use. The dynamic stage was handled by OnDevice Research, with
2,141 participants recording their brand and advertising interactions over a
two-week period. Respondents noted encounters that they felt were relevant to
one of nine different product categories by using a mobile-based diary to
record their reactions and behaviours in the context of advertising and
non-advertising encounters. More than 13,000 such encounters were recorded.”- http://www.outputmagazine.com/digital-signage/intelligence/reports/the-customer-journey-the-outdoor-media-centre-unlocks-buying-secrets/#!
So,
is outdoor advertising the most successful form of advertising? SLA wants to
know what catches your eye and who persuades you to buy their products?
SLA
Sales Consultants is a dynamic specialist sales recruitment organization with a
combined industry experience spanning more than a decade. Our aim is to
provide a fresh and forward-thinking approach to both client and candidate
solutions.
Please see below for a list of our top ten vacancies this week:
Portfolio Director - Consumer Exhibition - Old Street
Event Manager – Energy - Old Street
Sales Manager – Technology – Kensington
Sponsorship Manager – Pharma - Victoria
Sponsorship Manager – Retail - Old Street
Marketing Solutions Account Manager – Print/Digital – C. London
Account Manager – Print/Digital/Awards/Sponsorship – C. London
Senior Advertising Sales – Print/Digital – C. London
Sales
Executive – I.T Software – Canary Wharf
Sales
Executive (Portuguese or German Speaking) - Print/Digital – C. London
For more
information you can contact us in one of the following ways:
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