eModeration publishes white paper: 'Interaction in Advertising'::

 

Brands are starting to focus their advertising efforts on consumer interaction and need to consider how this will impact their brand, according to eModeration's new white paper.  Our report, Interaction in Advertising, discusses the evolution of online advertising from its roots in intrusive display adverts, such as pop-ups, to the more collaborative and interactive community creation and engagement that is becoming popular today.

 

The paper details several ways in which brands can engage consumers in their advertising campaigns, and lists examples of brands that have successfully put these ideas into practice. The benefits that a more engaged approach brings to a campaign, such as the positive impact on brand reputation, are also discussed.

We have recommended that companies should consider several factors before launching an interactive campaign.  How prepared are they to listen to negative as well as positive feedback? Do they have the ability to respond quickly to participants? Do they have a solution in place to moderate user-generated content? These are just some of the questions that brands must consider prior to a campaign launch.

Tamara Littleton, CEO, eModeration, comments: “Advertising campaigns are changing from simple display based ads that demand no more user interaction than a click through, to sprawling, multi-platform interactive campaigns that use a variety of techniques to engage the consumer and ultimately aim to create a stronger form of brand loyalty and generate word-of-mouth. The issue that brands have to face if they choose to engage people, rather than simply try to sell to them, is a complex one. How can they open up to community feedback, listen, and respond to their users, without risking their brand reputation?”

“Companies that have the desire to engage online should allow their users to express their opinions, whilst protecting them from others who are not there to participate, but cause damage. In short, they need to have enough faith in their brand to open up to critical comments, but enough loyalty to their members to provide them with as safe a community as they can. Done correctly, and with the right safeguards in place, community engagement can be a fantastic way to promote brands.”