(Image from Engadget)
It used to be the case that big corps were the higher power and consumers were kind of dictated to. Now, not but a few years on, consumer's are in the driving seat, with choice aplenty AND they won't be giving in lightly... Seriously savvy (especially younger) consumers are making the market fix up, pushing brands to show what they're really made of...and it seems to be working, as we've seen by the huge fuss and rise of ad blockers. That's right ads, stay off our screens and find a better way to connect with us! (Here I want to declare that I am not taking sides. It could seem hypocritical that I'm writing about this coming from an ad background myself. However I am merely taking an objective stance when I write on these topics. I identify of course, with both consumer and advertiser perspectives).
So first up is BIG DADDY brand APPLE with Ad blocking
Apple have now allowed ad blockers on their Safari browsing on new mobile devices. ALL HAIL! The amount of time I waste trying a) to run away from these nauseating pop-ups and b) not to cry because of it, will grant me some of my life back, HURRAH! 'The Only Thing That's Changed Is Everything'- and they're not far wrong. This is a massive statement that reflects the industry's shape of things to come!
(Screenshot from Apple)
On the other hand, it does make you wonder why Apple are endorsing ad blockers...don't be fooled, there must be a catch somewhere down the line (other than the big FAT obvious fact that you're more likely to spend your money on their gadgets and have a more enjoyable time). Consumer trust, TICK!
On the other OTHER hand, from an advertiser's perspective I say good riddance. What else you got? What doesn't kill you makes you stronger right? There's been a lotta fuss from publishers and advertisers throwing their toys out the pram because it will dent the industry, but meh. Consumers have been suffering long enough - it's been a long time coming. Like with anything, facing an obstacle can only encourage one to innovate and operate more efficiently! More on what the future of ad blocking looks like on Digiday.
'For everything else there's MasterCard.'
Well that was the case until this happened:
(Image from Digiday)
Now MasterCard are re-creating their image in the name of consumer love. By embracing short compelling copy, exploiting the use of wearable devices for easier payment systems, getting fresh-minded marketing talent in-house and upping their focus on video content through digital channels (cue more video ads clogging up our Instagram feeds), their aim is to stay relevant. Like all brands seem to believe now - if you can't beat 'em, join 'em! Read more about the transformation on Digiday.
Starbucks: place your order before you enter the store
Seems like the coffee giant have jumped on the 'click and collect' bandwagon, saving consumers time and social encounters by allowing them to pre-order and pay before getting their favourite beverages. Available on the iPhone and Android app, Starbucks give mobile users a little treat through 'Mobile Order and Pay.' Cut the queuing time and spend EVEN MORE of your life face-down in a device... Oh life... But yeah, I mean it's quite a good move.
(Screenshot from Starbucks)
Nescafe made a BIG site move to Tumblr
And Nestle say they're the first global brand to do it!
(Image from Nescafe)
Making their site more sharing-friendly and rehousing in a more approachable ecosystem, Nescafe have used the insightful strategy to connect better with consumers in a language they know. As their younger audience seems to point at those who frequently seek/create content on food and drink inspiration via social sites, it only made sense for Nescafe to migrate. It also offers mobile-friendly utility and e-commerce value because we're always on the go! Like every brand should know by now, no one likes to be force fed. Do good things/ make good work and the attention will come to you.
But really, does anyone even drink Nescafe anymore?
Anyway, have a nice day!
