1

Introduction
1.
The advertising overexposure and the modification of economic agents behavior a.
The competitive environment and the concept of visual pollution i.
Globalization and the competitive environment ii.
Historical of advertising and visual pollution
1.
Historical of advertising
2.
Visual pollution a.
Worldwide advertising expenses b.
Top 10 advertising industries and companies c.
The spread of below and above the line medias expenses in France d.
Manifestations of the intrusion e.
Questionnaire concerning media perception b.
The modification of economic agents behavior i.
The crucial role of Internet and smartphones
1.
Some figures
2.
Blogs and forums
3.
Social networks (Facebook and Twitter)
4.
Youtube ii.
Consumer made and prosumers
2

1.
Principle
2.
Examples
2.
Ambient marketing a.
Definition b.
The different forms of ambient marketing c.
Manifestations of the growing importance of ambient marketing d.
Guerilla marketing i.
Definition ii.
Concept iii.
Limits iv.
Concrete examples of guerilla marketing actions e.
Street marketing i.
Concept ii.
Trends f.
Buzz marketing i.
Definition ii.
Principle iii.
Limites
Conclusion
3

I would like to thank my tutor Mr Cranston who helped and guided me throughout the all process on the making of this dissertation. Thanks to his advices I was able to refine my study, make it more structured and add relevant content. Because he works in the advertising world he explained me the latest trends. As my professor at the INSEEC during my two years he showed us those new forms of advertising and it was during his classes that I had the desire to make this subject. I would like also to thank another teacher: Mr Kim, the discussions I had with him on the subject gave me the opportunity to see my dissertation with a different point of view which help me to redact it with a more global approach. And finally I want to thank all the person that answered my questionnaire, because it helped me a lot to add primary data, according to me it give more credibility to what I wrote
4

At the beginning of the 20th century, economists and sociologists at the time were called
Ford, Fayol, Taylor and they have essentially been working on a major problematic: “how to produce more, how to produce better, how to produce faster”.The history has shown that this system was efficient: indeed the Ford Motor Company was controlling more than 50% of the
American market with it’s famous car: the Ford T, the Fordism with an important division of the tasks has permitted to produce an important number of car in a minimum of time: "Any customer can have a car painted any colour that he wants so long as it is black" Henry Ford
However this golden age came to an end because people companies started to be aware of the fact that a production (any type of production) will not be sold entirely so consistently.
Thus, companies start to develop selling techniques and advertising, even if the production retains a prominent place in companies; distribution, selling and communication start to be more and more important in the entrepreneurial organization. At the same time (beginning of the 20 th
century)big advertising groups, agencies and network start to emerge: Publicis, N.W
Ayer & Son, D’Arcy, A. De la Mar, MacManus and others.
“Whenever you see an Arrow Think of Coca-Cola” this advertising campaign for the famous soda drinks company made by D’Arcy agency made the brand famous all over the world since
1906.
5

(Source : An History of advertising published 07/2008 Stéphane Pincas, Marc Loiseau)
Decades after decades, with the development of globalization, the diminution of states
‘protectionism and the exponential growth of competition worldwide, those 3 functions
(distribution, selling and communication) are now primordial as important as production.
From years now, when a consumer goes into an hypermarket whatsoever in France, the US or
China, he faces a wide selection of similar products. Then, companies need to differentiate themselves in order not to lose market shares. This wish not to be distanced by the competitors resulted in a massive increase in advertising spending on traditional media mainly, that is to say, television, press, radio, display and since 10 years, on the
Internet. Accoding to Georges Chetochine, a French marketing guru, it is estimated that a
“normal” individual living in a urban environment is exposed every day to 3 000 commercial messages, this figure includes outdoor advertising, shop promotions, TV advertising, in radio, in the press, on cinemas, on phones pop-ups and banners on Internet, commercial events...in other words advertising surrounds us. In 2010 the world wild advertising spend reached $ 450 billion with more than 60% in the US and Europe especially in personal care and automotive.
This means that advertising is everywhere, it surrounds us, and the advertising expenses are growing every year: it was announced that for this year the worldwide advertising expenses will reach for the first time $ 500 billion.
6

With very fast growing markets this trend won’t stop before a long time. This omnipresence of advertising leads to a rejection from consumers: they are fed-up and tired of ads that are not trying to understand what are their real wants and needs, fed-up of this constant interruption of advertising in their everyday lives. This observation has led to the emergence of new forms of marketing, promotion, and advertising, a form of permissive marketing in total rupture with traditional advertising. Those different forms of marketing which give rise to promotion and communication operations about products, services, companies…are for most of them much less expensive than what we could call “conventional advertising campaigns” because those are punctual, very targeted and sometimes illegal (in the case of guerilla marketing)
Ambient marketing uses any support possible in a city to promote a product, a service, a country (in the case of institutional campaigns) the supports are unlimited: cars, buses, bags, street, pavement, buildings, public lights. The advertising agencies are also organizing events such as flash mobs, those events are filmed most of the time and then posted on Internet.
Thanks to totally different approaches based on entertainment, sharing and consumer’s participation (among others) ambient marketing is changing the perception related to advertising and marketing from consumers. The aim of this dissertation is to understand the economical and sociological consequences that lead to the rejection of “classical advertising” and to the raise of ambient marketing.
According to me the question of advertising overexposure and its rejection by consumers is important because I think that great changes will take place in the coming years, the emergence over the past fifteen years of ambient marketing is only the beginning of much bigger transformations. Indeed the technological revolution with augmented reality (among others) will literally shake the world of modern advertising.
7

Because ambient marketing is a relatively new form of advertising, it’s however hard to precisely determine what will be its future, and if it will be the major form of advertising in the next decades.
The first part of this dissertation deals with the visual pollution and changes in consumer behavior related to the media. The second part will describe the different forms of ambient marketing explaining the concepts and giving concrete examples of ambient marketing campaigns
What are the factors (economical, sociologica) for the raise of ambient marketing campaigns in the world? What is ambient marketing and how is it in total rupture with traditional advertising?
When referencing to globalization the Canadian philosopher and theorist of the communication Marshall McLuhan is comparing the world to « a global village ». This simple parable was made to explain this tendency that appeared in the eighties. But what does globalization exactly means (in the contemporary world)?
It refers to the rise of the unification of the economic order through the reduction of different barriers to international trade such as tariffs, import quotas, product specifications, norms and also export fees.
8

Globalization designates the increase of the inter connectivity that exists between countries around the world, it is also the increase of movements of goods, services, people, know-how, technology and capital around the world. On a more macroeconomic level it designates the process of integration of societies, cultures and economies through communication, transportation, trade, FDI (foreign direct investment), capital flows, technology and its spread.
Mrs Suzanne Berger, an M.I.T teacher and internationally recognized as a globalization specialist defines globalization in her book titled “Made in Monde” and published in 2003:
« les poupées du futur, auront été dessinées aux États-Unis; leurs cheveux, confectionnés au
Japon; leurs vêtements, conçus en France; le mini-ordinateur qui leur donnera la parole, programmé en Inde; leur corps en vynil, moulé à Taiwan à partir d'éthylène dérivé du pétrole saoudien; et le tout, assemblé en Chine »
8 years later it is clear that Mrs Berger was right : for a product it is possible to have dozens of suppliers for most of the industries.
The decrease of states protectionisms (quotas, norms, taxes, subsidies for local industries) which were important restraints to the appearance of foreign firms in domestic markets lead to the increase of free trade worldwide.
Before going further let’s define what free trade is: it designates a system in which traders are allowed to trade across their own boundaries without interference for the concerned governments. Under a free trade system, prices are resulting from supply and demand and are the only factors determining resource allocation. An important majority of countries in the world are members of the WTO (World Trade Organization), organization that has contributed to the development of free trade worldwide and to the development of competition too.
9

Members (including dual-representation with the European Communities )
Draft Working Party Report or Factual Summary adopted
Goods and/or Services offers submitted
Memorandum on Foreign Trade Regime submitted
Observer, negotiations to start later or no Memorandum on FTR submitted
Frozen procedures or no negotiations in the last 3 years
No official interaction with the WTO
(Source: Diagram from the Website beyonfnews.info: http://beyondnews.info
date of search
2011.06.15)
The world trade organization (WTO) was created the first of January 1995. The organization fixes the rules governing international trade between countries. OMC’s major role is to promote trade openness. To do so it tries to reduce the free trade’ obstacles, it helps government to settle trade disputes, assist exporters, importers and producers in their activities
The WTO headquarters are located in Geneva at the William Rappard centre.
Since the 26 th
of May 2005 Pascal Lamy (from France) leads the WTO, in 2009 its mandate was extended for 4 years. There are 153 member states in the WTO and among them the most powerful countries in the world: the USA, Japan, China, Germany, France…
10

Of course the market opening’s logical consequence was a drastic increase of choice in consumer products. For companies, globalization has led to a very important increase of competition and mainly from emerging countries and particularly from the “world’s factory”:
China, but also India, Brazil, Viet-Nam, Korea, Thailand…
Chinese goods and services ‘exportation (figures in thousands) from 2003 and 2011
(Source: diagram from the website indexmundi http://www.indexmundi.com/china/exports.html
date or research 2011/06/01 )
In 2011 the total amount of exports from China will reach, according to the expectations,
$1 506 billion with a growth rate of 25% compared to 2010. Between 2003 and 2011 the amount went from $325 billion to $1 506 billion which represents a growth rate of 360% and an average annual growth rate of 22.5% per year. China specialized it-self in exporting: toys, raw materials, high technology component, clothes and textiles, shoes, electromechanical equipments. China is since last year the first exporter worldwide: the amount of its exports exceeded the German ones.
11

Indian goods and services ‘exportation (figures in thousands) from 2003 and 2011
(Source: diagram from the website indexmundi http://www.indexmundi.com/india/exports.html
date or research 2011/06/01 )
In 2011 the total amount of exports from India will reach, according to the expectations, $201 billion with a growth rate of 19.5% compared to 2010. Between 2003 and 2011 the amount went from $44 billion to $201 billion which represents a growth rate of 356% and an average annual growth rate of 21.5%. India is specialized in exporting raw materials (steel for example), textiles, high technology products and especially in computers, thus India is exporting its brains: some of the best computers specialists are Indian and are working abroad for Dell, HP, Microsoft and so on.
As we said before, India and China are not alone to export more and more in developed countries: South East Asia exporting growth rate is increasing every year, this means an important growth of Chinese products in developed countries and thus an high competition from them. Globally competition is increasing and the developed countries are fighting also not to be distanced: against BRIC countries (Brazil, Russia, India, China), developed countries and developing countries.
12

Of course competition from developed countries increased too: the richest countries in the world are also exporting more and more to avoid being distanced by developing countries products.
The competition is so intense today the average Western consumer is faced with a myriad of brands for a similar product, the choice is huge and often inter-brand differentiation is difficult to establish for the consumer because prices are relatively close, as the packaging and advertising.
(Source: The Guardian, Wednesday 8 April 2009 Photograph: Noel Hendrickson/Getty
Images. Date of research: 2011/06/12)
Here you can see an example of an hypermarket’s shelf in England. Tens of brands are making the same products: the consumer is lost, in that case how to make a choice?
The key answer to this tricky question could be summarized in one word: differentiation.
For decades companies have invented ways to differentiate their products: price, quality, quantity, packaging, design, technology, environmental friendly, powerful…
To sell their products companies have also to communicate: the consumer has to be aware that the products exist if he wants to buy it. The aim is for their products to gain notoriety, to reach their main target, to show why it is necessary to buy their product over another.
13

The first traces of modern advertising are found back in the middle of the eleventh century
(1842 to be precise). Two gentlemen led to the birth of modern advertising: the first George P.
Rowell edited directory of the first media and Francis W. Ayer was the first to suggest a clear compensation system to customers. At this stage the consumer motivations are already taken into account, advertising careers are becoming more professional, the purchase of advertising space is already starting.
In a few years the integral panel of advertising tools is tested: mobile advertising (moving advertising: on carriages, cars…), sandwich man, prospectus, posters…the first posters on public transports appear in 1847 in the London’s metropolitan…
The American concept of “Hard Selling” appear at the beginning of the XX century at the same time the invention of radio provides new advertising techniques. During the middle of the XX century people start to purchase a lot, at this time of many inventions made their appearance (the first computer in 1943 in particular) households in industrialized countries equip themselves with household appliances, in cars even then automakers were among the investors gors advertising).
In 1954 become the first television advertising media in the United States. The big media companies begin to consolidate the advertising block. The products of the world's leading companies flock to Western markets. Advertising techniques continue to evolve and become more sophisticated. The foundation of the IMR (Institute for Motivational Research) by
Ernest Dichter in 1951 and the application of semiology to the consumption world by Roland
Barthes in 1957 show how the advertising world is taking an important place in everyday life.
14

In the early 60's, it’s the beginning of a flourishing economic time: annual growth rate of 5% and the purchasing power increase by 100% in 10 years. New advertising techniques appear, one of the famous one is the demonstration: show how efficient, powerful, beautiful a product is by comparing to another one (most of the time called product X), thus advertising tries to convince with facts, this technique is still employed a lot today and particularly in cleaning, food products.
Everybody consumes, there are numerous technological innovations (spatial conquest, the high speed train, the jet ...). It is also the period of pop culture, Andy Warhol, the most famous representative artist of pop-art, worked for famous brands such as Coca-Cola ("Coca-Cola
Bottles 210) in 1962 or for the famous tomato soup brand: Campbell. This period (1960-1980) is also the start of alcohol advertising as well as those of drugs, cosmetics, ready-to-wear and even banks (Sun, Coty, The Chase Manhattan Bank).
It is also the time when the advertisement is trying to raise awareness about the problems of society: torture, environmental protection, contraception.
Advertising agencies are also working with famous movie makers to realize their ads: thus in
1981 Publicis asked Sergio Leone to realize an ad for a French car: the Renault 18 Diesel.
Advertising tries to convince with emotions more than with facts and figures.
Between the end of the twentieth century and the beginning of the twenty-first one , the world changes. The fall of the Berlin Wall, the launch of the Euro, China becomes the world's factory by manufacturing in 2000 half of the computers and televisions. Advertising and communication are of course participating to the movement.
15

The brands acquire a global dimension and agencies as advertisers are looking for an ideal model in order to match international strategies with national actions.
The world starts to be global. The innovations keep coming in households in rich countries: mobile phones, computers, Internet, smartphones.
Nowadays from the moment he/she gets up until he/she goes to bed, technology enables advertising agencies and advertisers to communicate with the consumer, so in a day a person sees and hears an average of 3,000 advertising messages (logos, posters, TV spot , pop-up banners, packaging, radio ... Advertising is intrusive: in trying to contact as many people as possible with the same message, advertising has lost its relevance. Agencies and advertisers are no longer trying to understand what the customers want, but are imposing to millions of people products that are not made for them bombing them with thousand of advertising messages leading thus to a true visual pollution.
Today the 3 main advertising groups worldwide are employing 264 000 people, are making
58 billion of turnover and have more than 1 600 advertising agencies spread over 120 countries.
N.B: Those groups are the English WPP, the American Omnicom and the French Publicis.
In 2010 the worldwide ad spending reached $ 450 billion with a growth rate of 4.9%
The chart below from adage.com shows how the world ad spending is spread around the world.
16

Then we can see that the US market is the biggest with 33.7% of the total and $ 152 billion with a growth rate of 2.2% (while this is growth the US market has the smallest rate of all the different markets).
The second biggest market is Europe with 29.2% of the total and $ 131 billion spent in advertising with a growth rate of 4.6%. This shart is interesting because it shows us what the mature markets are and what the growing markets are.
Here of course the growing markets are (according to the chart, and Zenith Optimedia agency classification)
Latin America with a growth rate of 14%, 6.5% of the total of the expenses in advertising worldwide ($ 29 billions). This exponential growth is due to the economic development of Brazil and Argentina among others.
Canada with a growth rate of 7.5% , 2% of the advertising market (in terms of expenses) which represent $ 9 billion is the second growing market in the world right after Latin America.
Africa, Middle East and Rest of the World with a growth rate of 6.8%. 5% of the total advertising ($ 23 billion) spending is made in those countries. This growth is reached thanks to countries such as Australia (which has always been an “advertising country”) and the countries of the Middle East (Dubai, Qatar, Saudi Arabia…)
Asia and Pacific with a growth rate of 6.8% and 23.6% of the total expenses in advertising ($ 106 billion). Even if Japan is a mature country in terms of advertising, there is a new development in terms of advertising expenses in China and India.
17

Asia is a privileged place by advertisers because of the potential target: 2.55 billion inhabitants (for China and India only). The high economic growth rates of those countries lead to the emergence of a middle class that consumes more.
(Source :chart from the webstite http://www.adage.com
date of research 2011.05.12 http://adage.com/article/global-news/top-100-global-advertisers-world-opportunity/147436/ )
The advertising expenses are going to grow by 4.2% worldwide in 2011 (reaching compared to 2010, contrary to the 4.6% that were announced because of the Japan and the Egyptian crisis ($ -2.4 billion in loss of investment in advertising). One of the key factors of the studies is “the continued rise of developing markets and digital media, and their central role in driving global growth,” said the CEO of ZenithOptimedia Steve King.
Because emerging countries are leading the growth of the advertising expenses worldwide few changes are going to happen in the next 2 years.
18

According to Zenith Optimedia ( a media agency that belongs to Publicis), by the end of the year 2013 the Asia Pacific advertising market will grow 23% in spending, the Latin America one will rise 26% between 2010 and 2013 whereas the North American and the Japan markets are going to respectively grow 9 and 5%. The biggest growth is coming from Eastern Europe with 31 percent over the same period.
Those differences in growth are modifying the top 10 ad markets. Still according to Publicis’s media agency Zenith Optimiedia, by the year of 2013, there will be 7 changes in the Top 10 ad markets. The 2 first will still be USA and Japan, however Germany will be number 4 replaced at the third place by China. France will go from rank 6 to rank 8 overtaken by Brazil in number 6 and Russia in number 7. Also Australia will go from number 9 to number 10.
(Source: This table is from ZenithOptimedia but was found on the website of http://www.adage.com
http://adage.com/article/mediaworks/global-ad-spending-grow-4-
2/226903/ date of research : 2011/05/14)
19

Web spending in advertising is growing 3 times faster than the global growth of the market
(Zenith Optimedia source). Thus its market share will go from 14 percent in 2010 to 18 percent in 2013 thanks to social medias (Twitter, Facebook, MySpace, Foursquare…) and video. However newspaper and magazine will drop by 2 percent and TV will still be the main medium with 42% of the total market in 2013 compared to 41% in 2010. However TV,
Internet, newspapers and magazines, radio…are only representing a part of the total advertising market.
Thus there are different forms of advertising:
Above the line: press, TV, radio, outdoor (out of home), Internet (search & display), cinema, mobile, events (sponsorship, tradeshows, patronage)
Below the line: Direct Marketing, PR (public relations), event, promotion, directories and guides, ambient marketing and product placement.
Let’s also analyze what are the advertisers companies) and biggest industries that are advertising the most in the USA in 2010.
20

(Source: this table is from Kantar Media but was found on the website of http://www.marketingcharts.com
http://www.marketingcharts.com/television/annual-us-ad-spending-falls-123-12327/kantartop-10-advertisers-2009-mar-2010jpg/ date of search 2011.05.26)
Above are the top 10 companies that are “visually polluting” the most in the USA. However
FSI, house ads and PSA activities are not included.
Procter & Gamble is the number one advertiser in the US in 2010 (such as in 2009) with $ 3.1 billion spent which represents an increase of 17.7% compared to the sum invested in the previous year. The American company AT&T a leader in telecommunication services has also increased its expenditures: 15,7% of increase (TV is representing 10 % of the amount).
Despite a crisis in the industry General Motors is still in the Top 10 advertisers in the USA with a small decrease in its investments: from $ 2.15 billion in 2009 to $ 2.30 in 2010. The other automotive company of the Top 10, Ford Motor Company increased its investments by
11.1% going from $ 1.02 billion to $ 1.13 billion
Otherwise the highest growth of investment among this list comes from a French company
(the only one not from the US): L’Oréal.
Indeed its investment went from $ 852 million in 2009 to $ 1.12 billion in 2010 representing a
30.6% growth. The biggest drop comes from Verizon Communications Inc, which investments decreased by 15.2% from $ 2.15 billion to $ 1.82 billion.
Globally the amount of the sums invested by the Top 10 advertisers in the USA reached $ 16 billion ($ 16.34 exactly) and increased by 3.7%.
21

(Source: this table is from Kantar Media but was found on the website of http://www.marketingcharts.com
http://www.marketingcharts.com/television/annual-us-ad-spending-falls-123-12327/kantartop-10-advertisers-categories-2009-mar-2010jpg/ date of search 2011.05.26)
The table above represents the Top 10 advertising industries in the USA except FSI and PSA.
With a 19.8% increase in the sum invested the automotive industry has the highest growth rate and is also the first industry in terms of advertising with $ 13.03 billion ($ 10.87 in 2009).
The second industry is the Telecom with 4% of growth compared to 2009 and a total of $ 8.75 billion spent, then comes the local services industry with a 6.9% growth rate and $ 7.99 billion invested in 2010.
The pharmaceuticals industry has decreased its investments by 8.2% which represents the highest drop of the Top 10 advertising industries, thus its investment went from $ 4.72 billion in 2009 to $ 4.3 billion in 2010.
22

The personal care industry’s investment went from $ 5.51 billion to $ 6.62 billion in one year which represents a 11.7% increase: it’s the highest growth of the Top 10.
Globally the growth rate of the top 10 advertising industry between 2009 and 2010 is 6.5%: from $ 69.58 billion to $ 74.125. This figure is high, high because it is much more important than the annual growth of the all American market regarding advertising (2.2%). The growth of the 10 biggest advertising industries is 3 times bigger than the average. In fact
Let’s take the example of France to study how those medias are spread. In 2009 the French market reached $ 40 billion .
23

(Source : The pie is from the Association des Agences Conseils en Communication: AACC the numbers are from the AACC but I made the shart myself http://www.aacc.fr/documents/conjoncture/Le_marche_publicitaire_2009.pdf
date of search
2011/06/17)
For a perfect understanding of this chart it’s important to know that below the line medias are written in red.
In France the advertising market is spread the following way:
65% are below the line medias
35% are above the line medias
The main media is direct marketing: in 2009 this media represented 30% of the total ads investment ($ 12 billion).
The allocation of investment in direct marketing is:
Mailings: 48%
Prospectus unaddressed printed: 31.2%
Editions advertising: 12.3%
Phone marketing: 8.5%
The second main media is promotion with 16% ($ 6.4 billion) of the total of the advertising investments in France in 2009. TV is only on the third position with 12% ($ 4.8 billion) such as press (12% too)
The allocation of investment on TV is:
Spaces conventional: 94.5%
Spaces referrals: 5.5%
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The allocation of investment on press is:
National press: 5.9%
Regional press: 20.4%
Magazine: 33.6%
Regional weekly press: 2.1%
Free press: 22.1%
Professional press: 10.1%
Local community, others: 5.5%
Advertising expenses evolution in France since 1993 (AACC source)
(Source : The graph is from the Association des Agences Conseils en Communication: AACC http://www.aacc.fr/documents/conjoncture/Le_marche_publicitaire_2009.pdf
date of search
2011/06/17)
This chart is presenting the evolution of the advertising expenses in France since 1993.
Above the line medias are represented in yellow and below the line one’s in green.
25

From 1993 to 2007 we can see that investments are increasing going from € 20.5 to 32.7 billion which represents an increase of 62%. In 2008 and 2009 we can see that there is a decrease compared to 2007: -0.9% from 2007 to 2008 and -8% from 2008 to 2009. This decrease is due to the global downturn of the economy that affected the world in 2008.
Below the line medias’ growth is high: € 12 billion investment in 1993 and € 21 billion in
2007: 75% of growth. This evolution is due the apparition of Internet indeed this technology allows direct marketing to extend its ways of communication (e.mail), the development of investments in product placement, ambient marketing, sponsorship explains also this growth.
Regarding the evolution of above the line medias we can see that the investment growth is lower than below the line growth: about € 8 billion in 1993 and € 11 billion in 2007 (37.5% of growth). This growth is partially explained by the integration of Internet as a media in 2005.
Evolution of Internet advertising investment in France from 1998 to 2009
(source the graph is from Havas: media poche edition 2009)
26

From 1998 to 2009 the amount of Internet advertising went from 17 to 4 038 million Euros which represents a multiplication by 236. The integration of Internet as a medium in its own in 2005 contributed to the increase of the investments.
This exponential growth is due to the Internet characteristics: speed of information, exchange, exponential increase in the number of owners of Internet accounts, absence of borders.
The emergence and development of social networks has enabled advertisers to reach their target in new ways. Facebook, with nearly 700 million users attracts many advertisers and advertisements abound on the pages of Facebook accounts.
Thus advertising reaches the consumer (or prospect) as soon as he connects himself to his account. The possibility for anyone to create accounts or pages allows companies to easily create a community around their brand, their products or services. Consumers can then recommend to their own friends to join a particular page, thus increasing the phenomenon of increased advertising on social networks.
Another explanation for this exponential growth is that usually ads on Internet are not very expensive: about € 40 per day for a banner on a website and an unlimited number of views possible per day. Knowing that Internet is a “without border media” it means it’s possible for a company to enter new markets investing a smaller amount of money than using other medias such as television, radio or the press.
Except the crisis that has plunged the total investment in advertising in 2008 and 2009, we can see on both diagrams that the investments in advertising are increasing every year.
Of course Internet is the fastest growing media among all, but the rest of mainstream medias
(TV, radio, press, outdoor) is growing by 37.5% from 1993 to 2009 and below the line media are growing by 75% on the same period.
27

Consequently there has never been so many commercials and advertising messages today: the estimates show that an individual residing in a city is exposed to nearly 3000 advertising messages per day.
Those messages can take various forms: an advertisement on television, a poster in the subway or in a bus, a bill-board in the street, promotions in a store, every single logo on cars for instance, pop-ups banners on Internet, sponsors on TV: the list is almost endless.
This figure may even reach the 10,000 advertising messages per day if the consumer goes to a hyper market, where the exhibition is the largest (as of Seth Godin: Permission Marketing in
June 2006) which makes an average of one exposure 1 000 000 messages and up to 3.8 million if one goes about every day in a super market.
(Source : this picture is from http://www.shelvingdracking.com.au
http://www.shelvingandracking.com.au/html/display_shelving.html
date of search 2011.06.01)
Let’s take the example of a shelve in the US : there are dozens of different products, with different names, packaging, size and logo. Even if the consumer doesn’t have the impression to see it, the human brain is saving everything. Then brand’s names, logos…are recorded in the unconscious of the consumer.
28

We have just evoked the major problem with advertising today: it is everywhere and thus loses its impact. Because the consumer is surrounded with ads he can’t remember precisely or doesn’t want to remember the amount of commercial messages that he receives every day
(one advertising message every 30 seconds on average). Thus advertising is less impactful, and it is actually a vicious circle because understanding that their ads are being less effective, advertisers are investing more every year to compensate.
(Source : this picture is from the website http://www.djibnet.com
http://www.djibnet.com/photo/timesquare/time-square-in-11-degree-384235177.html
date of search 2011.06.05)
Times Square in New York. It illustrates how advertising is present: hundreds of advertising are scrolling everyday on the LED screens in this mythical place of "the city that never sleeps".
Then hundreds of brands are advertising daily: LG, Mc Donalds, Nike, Gillette, Coca-Cola…
Here as elsewhere the ads are more and impressive: the example of advertising for NASDAQ is striking: the LED screen is 36.6 meters high and has cost the sum of $ 37 million.
Even worst according to Georges Chetochine a French specialist in consumption and marketing: "The consumer wary of marketing and promotion from brands"
29

Moreover the consumer is also tired, annoyed and doesn’t trust advertising anymore.
In his article entitled “from the emergence of new technologies to the development of a truly new vision of strategic marketing” Samuel Mayol teacher in management science in Paris 13 tells us that”76% of consumers believe that companies do not tell the truth”
Seth Godin is an American specialist in marketing, he use to be the direct marketing manager of Yahoo. He is also recognized has an expert regarding the new forms of marketing such as street marketing for instance.
Mr Godin is thus criticizing the traditional forms of marketing and advertising in some of his books (Unleashing the idea virus, All marketers are liars) and more particularly interruption marketing. This term, interruption marketing was invented by him and designates all classical forms of communication and advertizing.
Those forms of marketing are named this way because for him the different ads that anyone can watch on TV, on newspapers, on Internet, that anyone can hear on radio or see in the street, metro, malls are intrusive and then are stopping as targets the activities we are doing.
“Yet marketers must make us pay attention for the ads to work. If they don't interrupt our train of thought by planting some sort of seed in our conscious or subconscious, the ads fail.”
With this sentence Mr. Godin wants to show than any advertising on traditional media can be efficient only if it stops us in our everyday lives activities.
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Let’s verify the veracity of this theory: if at the advertising break, that spread a movie into two parts, the viewer changes the channel or simply leave the television there will be no possibilities for him to be able to see those different advertisements: therefore the efficiency of those advertising is inexistent.
N.B: Knowing that people are leaving TV during the ad break, the advertisers are investing more money to be rather the first or the last ad of the break in order to maximize the chances to be seen by a potential customer
Mr. Godin’s thesis allows to illustrate more precisely how and why consumers are increasingly reluctant, suspicious, frustrated and tired of traditional forms of advertising.
Every year companies are spending more and more money for their communication campaigns, thus the number of ads is increasing and those ads are even further disrupting the economic agents who are increasingly weary and frustrated: it is a vicious circle
Furthermore, and always based on the thesis of Seth Godin, if a person who went on the
Internet or watched television during the last commercial break is asked to list both businesses operating on Internet banners and pop-ups and those who were present during the commercial break, the person is, unable to cite more than 10% marks.
10% is a very small ratio: only one brand among ten is remembered, not even recognized, after a few hours whereas the advertising investment are supposed to reach $ 500 billion in
2011.
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Another concrete example: the famous search engine AltaVista U.S. was before the appearance of Google, (the first search engine in the world) with over 100 million web pages indexed.
Every month 900 million pages are visited by Internet users on Alta Vista, which means that companies have spend tens of thousands of dollars, sometimes million for an average of 9 visits per page per months on their websites.
(Source : this picture is from the website: http://www.nicolasbordas.fr
http://www.nicolasbordas.fr/wp-content/uploads/2010/08/Seth-Godin.jpg
Date of search
2011.05.25)
According to Seth Godin for the mass market in communication and marketing is dying: "The splintering of media Vast That Means a marketer can not reach a significant percentage of the population with Any single communication".
This sentence translates the inefficiency of an advertising campaign that will be using only 1 channel of communication.
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Then companies have to use what is called in the ad world: IMC’s (Integrated Marketing
Communications) which is a multi-media communication campaign. There are 5 forms of
IMC’s:
TTL( through the line): using both above and below the line medias
Cross-media: the aim is that the different medias used in the campaign are interacting and thus making synergies in order to create strong added value services
Multi Channel: it’s the use of different medias in order to reach and influence the a precise target segment. Usually it uses Internet through websites and emails, telemarketing, radio, TV, newspapers and also direct mail
180°: an advertising campaign using half of the media (both above the line and below the line) in order to reach and influence rather a target segment (usually a large one)
360°: an advertising campaign using the entire range of medias in order to reach and influence a target segment (usually a large one).
We’ve figured out that the advertising and communication market is getting more and more important every year : indeed the expenses are increasing every year in the world.
However the effects of these investments are not those expected by marketers as the average consumer is frustrated, tired about commercials he "zaps", the campaigns through traditional media are becoming more expensive and less effective.
New forms of marketing are appearing; those forms are what Mr Godin calls “permissive” marketing.
Ambient marketing is a permissive type of communication, it encompasses different forms of marketing: buzz marketing, street marketing and guerilla marketing.
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The ambient marketing is implicating the future consumer by being rather part of the ad or a relay of this ad and sometimes he is even making the ad, thus ambient marketing is much more impactful. In order to have primary data we realized a questionnaire to see in which ways people were fed-up and sick of classical advertising.
This questionnaire was send to 150 people. To obtain the widest possible range, it was sent to people living both in Europe (France, Spain, England, Netherlands, Greece, Germany) North
America (Canada, USA) , South America (Brazil, Argentina), Asia (China, India, Singapore) and Australia. Thus the vision of advertising is the most comprehensive and global as possible
The purpose of the questionnaire was to establish whether there was indeed weariness on advertising through traditional media (TV, radio, outdoor, newspapers and internet), and also understand the possible reasons for this fatigue.
Finally respondents were asked if they knew the principle of new forms of marketing and what they thought about it.
Over 2 weeks of study 40% of the panel answered which represents 60 people.
The results are the following:
A majority of women answered the questionnaire: 56% (44% of men)
67% of the respondents are living inner city, 22% in the countryside and 11% in the suburbs.
N.B: This question was asked in order to see if there was a correlation between the fact to live inner city and the fact to be fed up with advertising.
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The results of the study have shown that there is effectively a correlation: people living in country side seem to be less seem to be less disturbed by the advertisement:
Indeed among the 13 people living in the countryside only 2 of 13 say they are annoyed by advertising is 15%. The difference is in terms of outdoor advertising.
People living in the city and the suburbs are 78% to be disturbed by outdoor advertising (37 people)
74% of respondents are between 18 and 25 years, 19% between 26 and 30 years, 3.5% between 31 and 40 and 3.5% between 41 and 50.
People were asked the following questions: o Do you think ads on radio are intrusive?

26 people answered positively which represent 43% of the respondents

The reasons why were the following: too many commercials, very repetitive, boring, a low intellectual level. Often poorly played by actors. o Do you think ads on TV are intrusive?

65% answered yes which represents 39 persons

The reasons why, were the following: lack of creativity, incoherent, irrelevant, They last too long, Lack of aestheticism. According to the respondents most TV commercials are uninteresting, incoherent. All the ads look the same: it is always the same ads for the same products.
They are intrusive because they cut the film into several parts which is very annoying. One respondent even said that this was a waste of time and money
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o Do you think ads on newspapers and magazines are intrusive?

15 answered yes which represents 25%

The reasons why, were the following: too many advertisements in magazines and in newspapers and especially when they are free. Some magazines with more than half of advertising become less interesting. o Do you think printed ads are intrusive?

12 answered yes which represents 20%

According to the respondents there are too many outdoor ads which might lead to a visual pollution. However there are no remarks concerning the fact that they are incoherent, irrelevant and interesting. o Do you think ads on Internet are intrusive?

51 answered yes which represents 85%

The popup windows open up unexpectedly; no one can control or choose their content is very annoying.
In most sites there is no control possible: the windows open automatically and it is sometimes impossible to close even clicking the html which is very annoying. The contents of the pop-ups and banners can be shocking (violent images, naked girls) Even on serious websites.
Moreover, since they slow their number many people working on the
Internet who must spend their time closing them.
Finally, some respondents believe that ads are not embedded in a Good
Way on internet, which leads to a poor acceptance by the public.
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o Have you heard of the concept of ambient marketing?

49 answered yes which represents 82%
 Among those 49 people, only one doesn’t like the concept. 98% of the respondents that know what ambient marketing is like the concept
This questionnaire is very useful because it supports our theory: there is a real fatigue regarding advertising today. Thanks to various questions we have found that television and especially the Internet (with 65% and 85% of respondents) are considered intrusive, making too much part of everyday life, decreasing work efficiency.
Pop-ups are everywhere, the messages contained are not even read: as soon as a user sees one he immediately tries to close it.
Really discredited the television ads in particular are described as stupid and not accurate.
Respondents clearly believe that the most annoying ones are those that cut the film into several parts.
Regarding radio, newspapers & magazines and outdoor advertising the percentage of people bothered by ads is less important: 43% for radio, 25% for newspapers & magazines and 20% for outdoor. However for those who are fed-up, the Critics are All the Same: That too many inaccurate ads are visually polluting the environment.
The concept of ambient marketing is well known by the panel: 82% know the concept and
98% like it, which is very positive. Indeed in their important majority people are upset with advertising, the fact that they like those new forms of advertising based on participation of the target, entertainment, consumer promotion and sharing, humor and so on show that everything is not lost. It also proves that companies really need to change the way they are trying to get consumer’s attention because there is actually a huge potential.
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Say that the advent of guerrilla marketing is only the result of an advertising overexposure would be simplistic.
That’s why we are going to study the modification of consumerism behaviors regarding medias and advertising: the development of consumer made, the principle of buzz, the development of "permission marketing" in the words of Seth Godin.
We realize that today's consumers prefer to communicate about the product with their friends or with people that belong to the same social network’s group, age, place…
Because consumers don’t trust advertisers anymore the prefer to believe their friends, that is why word of mouth and buzz are so important today.
We will also study that marketing and communication that focus more on quality than on quantity has extremely beneficial effects
Today's consumers need to be surprised, marketing operations wishing to have maximum efficiency must meet this need. With the development of Internet, advertising campaigns on national coverage medias (television, press, traditional display sometimes) become obsolete.
Currently consumers communicate with each other, are sharing what they value, what they hate through the Internet, through social networks (Facebook, Twitter, LinkedIn) and video sites (Youtube, Dailymotion). The appearance 4 years ago of new kind of cell-phones (smartphone) allow their owners to go on Internet, download applications through the Internet, send e.mails, take pictures and videos, listen to music, in fact smart-phones are like small computers. Smart phones also modified the way consumers are thinking and acting in their everyday lives.
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Some companies are also pushing their consumer to create ads Unfortunatly a reduced number of companies have understood the role that the consumer must have in their body: an established actor.
Internet is a great tool, and its features are almost endless: watching videos, purchases of products of all kinds, exchange and share of data at the 4 corners of the globe (forums, blogs, magazines, newspapers) socialization, entertainment, learning, professional formation ...
Internet is the media that allows the fastest and most important flow of information.
Furthermore it’s a without borders media and the release of videos, pictures, diaporamas is free on most of the websites.
This graph entitled « Internet Users in the World Growth 1995-2010 » permits to understand how strong and how present this media is. in 1995 16 million people were using it, this figure reached 147 million 3 years later which represents a growth of 1 000%.
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(Source: this graph is from the website http://www.internetworldstats.com
but was found on http://blog.ssis.edu.vn/kcao13/blog/2010/09/14/technology-driving-change/ date of search
2011.05.24)
In 1995 16 million people were using it, this figure reached 147 million 3 years later which represents a growth of 1 000%..
At the beginning of the twenty first century, in 2000, this number was 361 million, 11 years later it is estimated that 1 out of 4 people on hearth are using Internet (1.7 billion people).
In 15 years the total number of Internet users growth more than 100 times. According to www.internetwordstats
, in 2011 (the 31 march 2011) the number of Internet users was 2.095 billion which represents a 23.2% growth from 2010 to 2011.
With the emergence of countries such as China, India or Brazil this number is far to start decreasing
Let’s analyze also how Internet users are spread around the globe
(Source : this chart is from the website http://www.internetworldstats.com
http://www.internetworldstats.com/stats.htm
Date of search 2011.05.24)
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Obviously Asia represents 44% of the total: which represents 921 million people. The second market is Europe with 22.7% and 475 million people and third one is North America with 272 million users and 13% of the total. Oceania and Australia are only representing 1% of the world Internet users ( 209 million users).
Internet has dramatically modified media related behaviors...
They are promoting their favorite brands themselves, or otherwise criticize companies and products they don’t love and sometimes helping other users to choose what product to choose through forums and blogs among others.
However, they are much more able and ready to receive and listen advices from Internet users on blogs or forums because they trust them and above all because they choose to go on those blogs, forums and website, they haven’t been impose a particular website to visit.
On the Internet, the number of forums and blogs have exploded: the number of blogs has increased from 5.4 million in December 2004 to 63,100,000 two years later and nowadays the number of blogs is estimate to be 300 million. (Twitter: micro blogging plaetform: 220 million users The apparition of Twitter in 2006 as a new form of blogging website, a micro blogging one to be precise and the exponential increase of the number of its users (220 million users from 2006 to 2011) is one of the most explicit example.
The importance of the traffic (I.E: number of visitors per day on a website) on Websites such as commentcamarche.net illustrates that Internet users are more and more likely to ask for advices before buying a product or a service.
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N.B: commentcamarche.net is one of the leading information website in France about technological products and services. Everybody is allowed to come on the website and post a comment about a product.
Plateformes d'assistance
Windows Logiciels/Pilotes Infographie/Photo
Bureautique
Vidéo numérique
Programmation Internet
Bases de données
Messagerie/Chat Linux/Unix
MacOS Jeux vidéo Gravure Webmastering
Matériel/Hardware
Audio numérique
Téléphonie/PDA/GPS Réseaux
Virus/Sécurité
Discussions & Opinions des Communautés
Actualités
Etudes/Formation
Droit/Libertés
Cinéma/Télé
Musique/Radio
Loisirs/Divertissement
Suggestions
Café des membres
Above is a commentcamarche.net website’s screenshot ( http://www.commentcamarche.net
)
in order to see the range of possible subjects that a visitor can talk about. It is possible to obtain information about technology (hardware, software, video games even programming)
Experts comments are readable and on each theme above has at least one forum.
Furthermore it is possible for every single user to create its own subject and then people will be able to interact together providing advices.
There are hundreds of websites that permits to choose or not a product: a bunch of experts in high-tech products for instance can test new products and then give those products a mark.
Because of their expert positions their advices are followed.
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According to Georges Chetochine, innovations that was brought by Internet and cell phones
« have shaked the world, anyone can receive, send message, make phone calls in the entire world for almost nothing. It’s the first time, in the human history that men have reached this level of inter connectivity between them”
Consumers with this extremely high interconnection inform, exchange, share information on a multitude of subjects.
Because of their importance (700 million people on Facebook and 210 million on Twitter) social networks are becoming more and more used in the advertising world, used by advertisers and their agencies but also by Internet users themselves. Because on social networks everybody is connected the spread of information can be very fast and then reach few million people in less than 1 hour. The aim of every single ad published on a social network being to make the buzz.
Justin Kirby and Paul Mardsen
Connected Marketing, the viral, buzz and Word of mouth revolution
Septembre 2009
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(Source: those 2 schemas are from the book “Connected Marketing, the viral, buzz and Word of mouth revolution Septembre 2009”)
The schema above permits to understand the principle of vectors:
The schema on the left is the illustration of Seth Godin’s permissive marketing.
Advertising and communication campaigns are diffused through different channels of communication to a very large number of people. The information is “raw” which means diffused without any intermediary. Of course the impact of such a campaign is low because diffused to non target people.
The right schema is the illustration of new forms of marketing based on permission and exchange, and is perfectly showing how the information is spread on social medias. In this precise case the advertising message is first transmitted to vectors and opinions leaders, because of their position of influencers.
If those vectors are convinced they will transmit the information to their friends, family, colleagues, others vectors, through their own page.
Then other people (who trust the opinion leader) will retransmit the information through the Internet (on social networks or video websites). Twitter is a good example of the relation that can exist between opinion leaders and their followers.
Twitter permits anybody to: o Create his own page and then share knowledge, information, thoughts, links, images, videos o Having followers: people who like the content posted. As soon as a message is posted by an opinion leader on Twitter all his followers will know it immediately and will be able to share it also, contributing to the spread of the information worldwide (I.E to the buzz effect)
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Youtube, the famous video hosting website which belongs to Google is one of the most important vectors of commercials, videos and buzz on the Internet.
To show how influent can be this platform here are some figures: 2 billion videos are watched every day, every single minute 24 hours of videos are added, which represents about 1 440 days of video sent every day. Right now it’ll take 1 700 years to watch the hundreds of millions of videos that are hosted by Youtube. The website is declined into 38 languages and every day the equivalent of 100 years of videos is analyzed for copyright purposes.
Nowadays the most viewed video of all time is a song: “Baby” by Justin Bieber: 580 million views since February 2010, which means that during 1 year and a half this video was seen 790 times per second.
Youtube is the principle vector of videos in the world. As we said before to explain the principle of vectors: all the videos that buzz on Internet are published on Youtube because it’s the most famous one. One of the last examples of an advertising buzz on Youtube: is the
“Club Perrier” ad. Made by Ogilvy & Mather, the “Club Perrier” was released the seventh of
June simultaneously in France, Canada and US on Youtube.
For the first time, Internet users were invited to plunge into the new "hot spot" of the season and discover six videos. The scenario is evolving according to the number of visitors on
Perrier’s Youtube channel.
The videos are unlocked one after the other as the number of visits on the page increase: the more views the more the film begins sensual and warm.
The scenario is the following: filmed at the first person you are in a trendy and decadent club…
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According to the number of views the feverish electro-pop and the sensual voice of the singer is invading the club, the temperature is increasing, bodies are entwining and the entire decor is melting…eventually a bottle of Perrier becomes the ultimate refreshment. Based on the principle of emulation and surprise (everybody want to know what happen in the next video) this ad is a real success: in less than one month 11 million people watch the video on
Youtube. This digital ad was made to have 6 different videos, right now people permit to release the last one.
(Source: this screen shot is from the website http://www.youtube.com
on the Perrier channel http://www.youtube.com/profile?feature=iv&annotation_id=annotation_993155&user=perri er Date of search 2011.07.02)
The screenshot on the 32th page is an extract of the last video (the sixth one) as you can see on the right there is a thermometer that evolutes going from green for the first videos to yellow and then red.
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This thermometer illustrates the following sentence situated under the video: “Plus la video a de vues, plus la temperature monte” (The more the video is seen the more the temperature is increasing). Also the brand is empowering the Internet user because he is asked to share the video: “A vous de jouer” and to encourage him he is told the video evolutes with the number of views.
A seventh video will be filmed on live in New York the 20 of September 2011. Only a few people will have the chance to assist to this video which will be even more sensual and sexy, and the places are to be won on the Perrier’s Facebook page.
To participate the user has to join the Club Perrier and answer a question: “how many views the video will have on the 14 th
of July”. The 14 th
of July a certain number (not determined yet) of people will be selected to go to New York and assist to the last movie!
This led to the development of what many sociologists, researchers and economists have called the “consumer made”, in other words the use customer’s knowledge , ideas, vision to improve or create a new product or simply promote the brand and even make the ad from the beginning until the end.
Originally the majority of the consumers were made spontaneously a initiated by the customers themselves. Once the ad was made it was released on Internet through Facebook or
Youtube. If the ad is viewed a lot of time the consumer is usually contacted later by the brand in order to make or help make a real ad.
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Some companies place a prime position to "consumer made"
Several weeks before the final of the Super Bawl and PepsiCo's Doritos held a contest: the goal was to create advertising for brands
The competition was open to all and the aim was to create an advertisement. The one which h was chosen was broadcasted during the Super Bawl; and its creator, JR Burningham, won $ 1 million prize and a contract to create another TV advertising for Pepsi and Doritos in 2011.
Consumer made is not always that positive and it’s the occasion for people to show to companies what they do think about them.
In 2010 In 2010 Apple was the target of a "consumer made" which was making fun of the brand. This video has reaches 2 million views on YouTube in a few weeks was praising the new I Phone 5.
The classic themes of advertising according to Apple were there: white background, interviews of the research and development team and some members of the board of directors, even the logo appeared few times.
In this video that went around the world, the new I Phone 5 new “amazing” feature was to be invisible. According to James Green, "vice president", "You’ll never know how you live without ... you'll ever know how you live with it Because it's not even really there"
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(Source: this screenshot is from http://www.youtube.com
http://www.youtube.com/watch?v=1AdsCj4eSWE date of search 2011.07.02)
This screen shot is from the video and is supposed to represent the new I Phone 5, but because it’s invisible you can’t see it!
These exchanges involve any property, product, service and of course advertising.
Then a guerrilla, street or buzz marketing action that will take place in a city, can go around the world for free permissively.
Alvin Toffler famous American sociologist and futurist has defined the term "prosumer"
(consumers producer): consumers with a very knowledge of a company and its products that they have the ability to "propose coherent improvements to the products"
Internet has made even more important the role given by companies to prosumers.
Today many fan s are deflecting companies’ product that they love to promote them their own way: some realize ads that will be posted on the net via Youtube mainly.
The role of prosumers is not limited only to the promotion of the products theylove,, some companies use creativity and the knowledge that some of their consumers to develop new products and improve others
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Today we can truly speak of co-production, co-determination, co-innovation and copromotion, however we will only consider the game promotion and co-promotion, in order not to go beyond the scope of the dissertation.
The principle of co-promotion is to involve the most informed consumers of the brand, the ones who have integrated communication codes and that are like-minded to the company. The consumer is then really an actor, and given that its opinion is taken into account concretely he is 100% implicated and involved in this promotion action, so he can give his advice and share his experience with his societal circle: family , friends, colleagues ...
Sometimes it is possible that a consumer makes a promotion of a brand or a product without necessarily passing through the brand itself: for example, in 2007, fans of the brand Nutella had hijacked the site of the brand through a video (which was eventually condemned by the brand Ferrero, the brand complainted against the filmmakers who were convicted)
Fortunately some brands approved practices of their fans and consumers (Apple fans have organized Ipod Battle where two teams compete one against another one by sharing pieces of music through their MP3 players).
As we saw the traditional advertising world faces many difficulties, consumer habbits and behaviors are changing, this situation helps the development of new forms of marketing, advertising and promotion of events, corporations, NGO’s, products and services. Thus ambient marketing really seems to be the future of advertising and surely has all the required qualities to be the principal way of doing advertising.
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Composed of street, buzz and guerilla marketing, ambient marketing is truly changing the perception consumers have about advertising: consumer’s respect and participation, smaller targets, dedicated ads, attention to the consumer’s expectations are some of its characteristics.
Jay Conrad Levinson, who invented the concept of guerilla marketing in 1984, considers that companies have to establish a relation with the client, the company and its marketing department more precisely has to understand the expectations, the wants and needs and then answer it as good as possible: this is exactly the purpose of ambient marketing.
Although the term of ambient marketing is relatively young as appeared for the first time in
1999 he played an increasingly important role so that nowadays it has clearly become a standard in the advertising industry.
Alternative marketing (another name for ambient marketing) is relatively new, considered as non-traditional marketing romps with the traditional codes of advertising.
Due to the fact that ambient marketing actions are always dedicated to a small target or that the actions take place in a dedicated perimeter it is very important to be as impactful as possible, thus the message has to be clear, effective, visual. If ambient is called that way it’s because the ad is present in the target environment which is: inner city. Thus the agencies are always more and more innovative to find new displays where they can promote the advertisers. In the case of street and guerilla marketing for instance the city is becoming a huge playing field: cars, pavements, doors, lifts, cashiers, buses, public lights: the list of possible displays is almost endless.
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Most of the time ambient marketing campaigns are very targeted and centralized on a small perimeter in order to:
Interact with consumers during their everyday lives actions (at the lunch break in a business center for example).
Produce a mass attention effect in a specific place
It is also important to understand that ambient marketing is a very participative form of advertising which mean that the consumer is sometimes ask to be a part of the ad itself.
Eventually the main aims of ambient marketing are:
Increase the brand recognition and awareness created by other advertising actions
Create a word of mouth around the event or the displays used and then make the buzz.
There are different forms of ambient marketing:
Viral marketing: companies mainly use social networks to increase their awareness and / or sales. Once the advertising is released on social networks, the principle of vectors (described above) and word of mouth works alone: people who like the publicity release it on their wall (in the case of Facebook) or Twitt it (in the case of
Twitter) and thus are contributing to the birth of the buzz. Of course social networking sites are not hosting the videos: there are links that redirect to Youtube and
Dailymotion for example.
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Street marketing: as its name indicates it, street marketing occurs only in the streets.
Here advertising agencies can express their creativity in many different ways using all the elements of a city as a giant display, every single element is used and diverted from its usual purpose in order to attract people’s attention and increase brand awareness.
Guerilla marketing: looks like street marketing because it’s a bunch of advertising and promotions techniques occurring inner city and where the advertiser has the ability to use all the displays at its disposal in order to diffuse an high quality message on a small scale.
However, contrary to street marketing, guerilla marketing is illegal, because companies don’t pay to have the right to advertise on buses, pavements, public lights…
One of the best examples of participative advertising could be the 2008-2010 growing phenomenon of flash mobs. Those actions were taking place on big cities and the principle was the following: during a very short period of time (3 minute maximum) people were dancing on the same music the same choreography.
Throughout the scene, people add themselves to the dancers to form a more and more important dancing mass. Of course those scenes are filmed and broadcasted on YouTube and social networks like Facebook and Twitter.
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Many flash-mobs were made throughout the world in those last 3 years: most of the time it was a tribute to an artist (Michael Jackson for example) but some companies also did
“commercial” flash mobs such as T-Mobile in 2009 : in 2 years the video was seen 30 million times!
There are signs of the growing importance of ambient marketing in the advertising world: since 2005 there is an ambient category at the Cannes Lions festival. Created in 1954 the
Cannes Lions festival is the biggest and most prestigious advertising festival in the world
(inspired by the movie festival and its Gold Palm). The festival is celebrating the best of creativity in advertising in the world: all the different advertising categories are analyzed.
Since 2005 the category ambient is rewarded.
For the 2010 edition, an ambient campaign (in the outdoor category) won the Grand Prix.
The ad was made by Del Campo / Saatchi & Saatchi (Publicis Group) for a beer brand called
Andes.
The concept of the ad started with the following idea: men love going to bars with their friends to drink beer. But they have a problem: their girlfriend which hate when their boyfriends go to bars with their friends. Following this idea the ad agency created a closed booth completely soundproof with a sound panel that recreates hundreds of different environment, to get men out of the bar without actually leaving it but make it believe to their girlfriends.
The working process is the following:
A girlfriend calls her boyfriend whereas he is in a bar
The boyfriend go into the teletransporter and choose a ambience effect (car crash, traffic jam)
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Then he just has to convince his girlfriend that he is not in the bar
Actually “real” Andes teletransporters were installed in different bars in Argentina and it was a real success: thousands of people used it and the video explaining the concept of the Andes teletransporter was seen more than 2 million times on Youtube. The success was so huge that some journalists talked about it on newspapers, TV, radio.
Guerilla, buzz, street marketing: all of those are part of the ambient marketing we are going to study the characteristics but also the limits of them.
Mr. Levinson as well as Seth Godin was one of the first to understand the changes that were going to occur in the advertising world. Going from a world where the advertising volume is incredibly high which doesn’t pay attention to the message deliverd, to a world where the message is paramount and should be send to a reduced number of users.
It’s in that context that he defined guerilla marketing in 1984. As we said before it’s a set of marketing and promotion techniques taking place in an urban environment and in which the company has the ability to use all the supports at its disposal to diffuse a message to a small number of people but an high quality one.
(Source: this picture is from the website http://blogs.ecoles-idrac.com/ http://blogs.ecoles-idrac.com/Blogs/guerillamkt/Qui-est-Jay-Conrad-Levinson date of search
2011.04.25)
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According to Mr Levinson this new technique should permit the emergence of communication campaigns coming from small companies. Thanks to guerilla marketing they have the ability to become famous without investing millions in classical advertising. Then creation and ingenuity are determinant. This easier access to communication permitted by guerilla marketing is even more possible because of the explosion of NICT (New Information ad Communication Technologies). Indeed the messages diffusion is easier: Internet is a free media, with a very high potential making the buzz.
As a reminder buzz is a key factor because it means that an important number of people saw the video without being forced to (they choose to click on it). Then Internet allows to create companies-clients-prospects- communities-tribes relations with a little investment in a small period of time. Knowing that, a legitimate question could come to our minds: why is it called guerilla marketing ?
The answer is actually quite simple: this form of advertising is illegal! Illegal because the companies don’t own the advertising space they are using. Thus an guerilla marketing action has to be quick, which means that the delivered message has to be as impactful as possible to generate the maximum of brand recognition in a minimum of time.
To define guerilla marketing, Georges Chetochine (who is a specialist in ambient marketing) employs the following words:
«it’s a marketing strategy which tries to replace interruption marketing actions by permissive marketing actions using all ways of communication which are at its disposal. »
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Any guerilla marketing strategy has to respect few rules:
No advertising aggression which is the multiple repetition of message, slogan..even if it’s different, unexpected, extravagant or unusual.
The company has to create a specific context in which future consumers will want to share around the brand in order to give birth to a close relation with those future consumers.
Smartly use the media panel at its disposal in order to diffuse the message to communities, tribes, groups of people in order to maximize its penetration and generate the highest percentage of brand recognition.
-
One of the guerilla marketing’s aims is to create an interrogation, an emulation from the target. The targeted consumer has to think about the ad, which will lead him to go and search for information on Internet about the company, the brand, the logo…
To collect those data he will navigate through the web and will go on the company’s website, on blogs and forums and ask his different communities (friends, colleagues, family)
Because guerilla marketing is illegal companies have to assess the amount of the fine and then, have to determine if their ad is powerful enough to generate an important word of mouth and buzz, that will reimburse the amount of the fine
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Here is an example of a guerilla marketing ad:
(Source: This picture is from the website http://www.guerilla-marketing-blog.de/ http://www.guerilla-marketing-blog.de/Axe+Und+Guerilla+Sind+Unwiederstehlich.aspx
Date of search 2011.04.25)
This campaign was released in 2007 (in France Lynx is named Axe). This campaign has created a word of mouth and a buzz. For more than years the French slogan for this brand is:
“The more you put, the more you get”: the more you use Axe the more you get girls.
This campaign is using in a very smart way the urban environment: its diverting the meaning of the Emergency Exit (represented by a guy running in the direction of a door). Here the man is not trying to escape from a “classical” emergency situation (fired, bomb alert…) but to escape from women attracted by the smell of his deodorant.
By adding a sticker behind this emergency exit display, Lynx is totally reinventing its meaning. Of course Axe did pay to ad those stickers and got fined, ads were quickly withdrawn but the buzz was already on its way.
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As we said before, Internet is the main vector of guerilla marketing today: videos about the campaign are filmed, pictures are taken and released on videos, sharing and social networks websites such as Youtube, Facebook, FlickR
The fact that those pictures or videos are watched through the world by a growing number of individuals is going to create a buzz…without any promotion, most of the times the campaign expenses are limited
Although a large majority of the audience will see the campaign through its computer’s screen and will therefore not participate in the same way that the small percentage of the audience who had the opportunity to be part of the campaign for real.
Knowing that we tend to think that Internet is the only media used to broadcast a guerrilla marketing campaign.
However for George Chetochine radio, press and television should lead consumers to as questions to request information about the brand. Furthermore and even in the developed countries the Internet equipment rate is far to be close to the one of radio (100% of coverage in France) or TV (98.5% of coverage in France) Then if the advertising action are only diffused through the Internet the percentage to reach 100% of the target is reduced.
(médiamétrie)
While the media mentioned above are only Internet supports but it is still determinant to used it, but it’s important not to flood screens, radios, newspapers...with examples of guerilla marketing actions
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We mentioned it above: the guerrilla marketing itself, not its vectors (Internet, television,..) takes place in urban areas and uses every thinkable media: walls, doors, benches, bus shelters, handles doors, subway turnstiles, escalators, cars, buses, garbage cans, plastic bags, telephone booths, manholes and the ground, the walls of buildings, handrails on the subway, in fact any object any kind is a potential support for a guerrilla marketing action.
Guerrilla marketing's main interest is to surprise, shock, make people react, interact and of course increase the brand recognition.
Sometimes the ad developers, in order to reach their objectives employ techniques and tactics which are close to be illegal, the guerilla marketing term is also coming from its illegal aspect.
For example a Canadian company based in Toronto, specialized in the manufacture and selling of electronic counter, placed on one of the Toronto’s billboards an electronic counter counts down from 8 days with the following message “This message will self-destruct in”.
After 192 hours the counter literally explodes in front of hundreds of spectators. This spectacular video was relayed through internet and viewed 450,000 times in few weeks.
The use of non traditional media or at least not on a large scale is what makes guerrilla marketing so inexpensive compared to traditional campaigns: in general a few thousand euros are enough, as one of the principles of guerrilla marketing is the use of media without having to pay to rent them or the rights, it is sufficient to pay the bill, decals, models, extras etc
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Guerrilla marketing is often at the limit of legality, but it is tolerated provided it does not exceed certain limits:
- No deterioration of the road and / or street furniture
- Do not coerce or attack people
- Having a project manager present for the entire duration of the action (in the case of an event) to accommodate and discuss with the authorities such as police for instance
- Ability to quickly remove the arrangements putted in place if the authorities require it
- Completely remove the device at the end of the action, and return the space in the same shape it was before the start of the operations
Sometimes some campaigns that do not meet fully thoses rules can have serious consequences. In the United States the promotional campaign for an animated TV show called: Aqua Teen Hunger Force was the following: the disposal and the spread of small light panels in strategic locations of cities (stations, schools, shopping centers) Those panels were representing the various characters of the TV Show
But because of the psycho related to September 11 2001, the panels were mistaken for bombs, due to the fact that the figurines were spread in a large numbers of location the demining operation that ensued has mobilized many officers and cost the sum of 750,000 dollars.
The second consequence was the arrest of the creators of the campaign, furthermore the advertiser was prosecuted for disturbing public order.
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(Above one of the famous minesweeper into a miniatures)
(Source: this picture is from the website http://pr.typepad.com
http://pr.typepad.com/pr_communications/2007/02/aqua_teen_hunge.html
Date of search
2011.04.25)
The second main limitation of guerrilla marketing is the difficulty in measuring the real impact of operations on sales, brand awareness, because it is difficult to estimate that a growth in the sales or in attendance in stores is a direct consequence of a guerilla marketing action.
Controlling the relay of information from targets is difficult to do because we cannot prevent a consumer which is not included in the target segment to click on the video and contribute to the expansion of the buzz even if the operation itself chosen its own target.
The last limitation also concerns the dissemination of information. By definition a buzz can’t be controlled: it is impossible to select in advance who will act as a relay of information.
Therefore it is possible that some vectors are not the good one’s and relay the information differently then the broadcasted message loses credibility and efficiency.
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To concretely understand what is guerilla marketing examples of actions around the world
(Source : this picture is from the website http://blog.russatkinson.co.uk/ http://blog.russatkinson.co.uk/page/4 Date of search 2011.04.25)
The campaign conducted for WWF, which takes place in China shows in an innovative way the volume of CO2 rejected by a car.
To do so, a vacuum balloon was placed at the exhaust of a car that was started: CO2 emissions were so important that the balloon inflated itself; it was representing a big black cloud symbolizing the pollution. This is a really good action because it permits to better understand what really represents CO2 emissions: it’s much more impactful than statistics and figures especially with low educated people.
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(Source: this picture is from the website: http://coynenews.blogspot.com
http://coynenews.blogspot.com/2010/08/true-blood-guerrilla-marketing.html
date of search
2011.04.25)
This ad is actually asking the consumer to act: it’s a good example of direct implication. This campaign took place in the United States and promotes a TV show aired on HBO.
This series of wooden posters is a schema which shows how to kill a vampire: with a stake through the heart. Those posters offered the ability to every single person to take its own stake to protect and defend themselves against a vampire attack a bit as if we were in the movie living with real vampires. This ad creates involvement, emulation, entertainment. True blood is broadcasted since September 2008 in the US has already won 2 Golden Globes (Best actress and best series) and several other distinctions such as best drama series in 2011 from the GLAAD awards and has the best audience ratings in the history of history: it seems like the advertising campaign is working
.
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(Source: the 2 pictures are from the same website: http://ymonhemius.blogspot.com
http://ymonhemius.blogspot.com/2009/09/guerilla-marketing.html date of search 2011.04.2
5)
Those 2 pictures are part of a campaign from Durex, according to me they truly represent guerilla marketing quintessence and they are perfectly executed. McCann Erickson, the agency that made the ad , shows with those them how the guerilla marketing romp with all other forms of advertising, promotion or marketing.
Amazingly simple they explain what the characteristics of Durex’s new condoms are using the rough edges of a vent or that of a zebra crossing. Made with paint the cost is really limited but are the result of a long process of reflection.
As guerilla marketing, street marketing occurs in the street with the difference that it is not illegal. Street marketing is an old advertising technique: for instance the distribution of flyers in the street is part of it. Still the aim remains the same than the guerilla marketing one: promote in non conventional ways products or services in the street and public places such as theaters, malls, cinema, concert…
As a guerilla marketing campaign, a street marketing one use all the supports at its disposal and divert it from its classical meaning. Because street marketing is legal, the use of events
(for a maximum client implication) is of course really frequent.
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Street marketing is much more complex than other forms of advertising using classical modes of diffusion or promotion (TV, newspapers, bill boards, printers) because it’s implicate the usage of different techniques, tactics and actions to get maximum attention from the chosen target. Because it’s an unconventional marketing, it is supposed to create an emotional reaction, an interaction with the target segment to eventually increase brand awareness.
To do a street marketing action it is important for the advertiser and the ad agency to respect the legislation in France for example it is the following: because street marketing occurs on streets it belongs to hawking category. According to the law of the 29 th
of july 1881 “anyone who wants to practice as a peddler or dealer on the street,( or on any other public or private place) of books, writings, pamphlets, newspapers, drawings, engravings, lithographs, and photographs will be required to make a declaration to the Prefecture, where he is domiciled. "
This declaration must include the names, professions, addresses, age s and places of birth of the registrant.
As the event manager you will receive a receipt which will require a copy to be given to an employee who will be at the place of the operation. Also the event manager has to give him a certificate of employment so that it can be justified in case of control.
Because there are specific regulations depending on the places there are specific interdictions.
Furthermore some actions are forbidden wherever the place the action takes place: distribute or throw flyers, stuff from a vehicle for instance.
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For any single action it is mandatory to respect some rules not be fined:
Indicate the name and domicile of the printer on any thing that was printed and put on the publicly released writing (article number 2 of the 29/07/1881 law regarding the press
Pick up the flyers that have been thrown on the street within 30 meters around the points of distribution. (Order of the Mayor of Paris and the Prefect of Police 08/11/1986)
In the case of a mobile distribution, the law is the same
Because street marketing is legal the ability to build a complex, spectacular and well designed campaign is much easier than for a guerilla marketing one for example.
Because of that there are some street marketing actions that last for few weeks, or some of them can be repetitive: i.e the distribution of sampling (especially for the food and beverage industry) is really common and is practiced a lot by big corporations such as The Coca Cola
Company, Nestlé, Tropicana, Pepsi Co…
One of the advantage of doing a street marketing campaign is that it is easier for the target segment to remember the message. Still it is mandatory to be as impactful as possible even if the event or campaign (in the hypothesis of specific outdoor ads ) is 1week long for instance.
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That is why such operations require some pre steps:
Perfectly identify the target segment: age, place of residence, gender, profession, habits
Identify the place in which the campaign will take place. The choice of the place is of course determinant too because it has to corresponds to the wants, habits and sometimes needs of the target segment. For example if a ready to wear company wants to promote its new dress it will probably better for the brand to advertise near its outlets (in a shopping mall for instance) rather than in “la place de la Répunlique” because it would not be accurate. Of course many people will be able to see the ad or the event but most of them won’t be in the target segment and thus the ad will be less effective
Because of guerilla marketing characteristics (illegal, quick, restricted budget) it is hard to determine real trends regarding the displays used or the kind of events, however there are trends in street marketing: flashmobs, vehicules advertising for instance, let’s see and analyze some examples.
Usually street marketing campaigns takes place in public transports. As in any other ambient marketing campaign, the aim is to play with the customers in order to create interactions with them. If public transports are more and more use nowadays it’s because thousands of people are taking it every day. Because most of people are bored using it, their attention is more likely to be captured and one of street marketing aim’s is to put advertising where it is not supposed to be.
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Furthermore as we study it before in the visual pollution, classical advertising (outdoor for instance) is no more efficient: in fact people are used to it and don’t even look at it.
That’s why street marketing is playing with urban furniture, street marketing is definitely an adaptive form of communication.
The campaign below conducted on behalf of the Swiss watch brand IWC has diverted part of the "furniture" of the bus: stickers with the new model with the brand logo and a message,
'Try it here, the big pilot watch. "
The stickers were strictly respecting the dimensions of the newest IWC watch.
The future consumer was immediately much more involved and was prompted to buy if or at least to go on the website and learn about the brand IWC and its products.
N.B: the ad agency is: Jung von Matt/Alster.
(Source : this picture is from the website http://www.marketing-alternatif.com
http://www.marketing-alternatif.com/2006/06/28/iwc-la-montre-des-pilotes-de-ligne/ date of search 2011.04.25)
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More and more advertisers have understood that playing on the appearance is really important: they can get a more important brain attention than for a bill board ad for instance.
Entertaining is a good way to create word of mouth, which became the main focus of communications campaigns.
But to be efficient those campaigns have to succeed in making participate people which is not always easy.
One of the examples of campaign that succeed in making people participate is probably the one of Volkswagen in 2010. The company released a campaign called “Piano Stairs”, they transformed metro stairs into a gigantic piano: each stair was a key and was making a note.
This campaign took place in Sweden and all the campaign was recorded and was released on
Youtube and was viewed 15.5 million times.
(Source : this picture is from the website : http://blog.sennse.fr
http://blog.sennse.fr/2011/03/16/4941/piano-stairs-blog-sennse/ date of search 2011/06/29)
Flash mobs are one of the most famous and popular trends in street marketing.
The concept of flash mobs allows:
- A strong involvement of consumers (as dancers or spectators)
- To bring together a large number of individuals
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- To create events in high traffic places
- To easily convey a message
(Source : this picture is from the website http://www.viralblog.com
http://www.viralblog.com/guerrilla-marketing/trafalgar-square-t-mobile-karaoke-flash-mob/ date of search 2011.05.02)
This picture was taken in London on Trafalgar Square in April 2009. This operation was made by T-Mobile (a German mobile operator), and the aim was the following: bring as many people as possible on Trafalgar Square, give microphones to hundreds of participants and then broadcast on giant screens lyrics of famous songs: Hey Jude, Grease, Hit me baby one more time transforming the place in a gigantic karaoke.
The result reaches the expectations and even more because more than 13 500 people came to sing together. The event was filmed (before and during the flash mob) in a very professional way and was broadcasted on the Internet, immediately creating a buzz. The presence of the
American singer Pink who sang in live while she was in the middle of the crowd accentuated the buzz phenomenon.
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The video which was broadcasted on TV, there were people laughing, exchanging the microphones, they are actually sharing good moments together whereas they don’t know each other.
The video also shows that they are using their cell-phones to send SMS, call friends, take pictures or videos they are sharing with other people. At the end of the video the slogan says:
“Life’s for sharing” the video was seen more than 7 million times on Youtube. This event was part of a campaign called “Life’s for sharing”. Thus the brand organized other events such as the very famous “T-Mobile dance” of the Liverpool train station. The company organized a flash mob in the middle of the station, 1 000 people danced on a medley of both songs and music: electronic, rock, RNB, rap. As usual the flash mob was filmed but also people’s various reactions: as in Trafalgar square the people shared the moment with their friends through their mobile devices.
(Source : this picture is from the website http://theawesomer.com
http://theawesomer.com/the-t-mobile-dance/8826/ date of search 2011.04.25)
The video which was broadcasted through Internet is probably one of the biggest buzz of the year 2009 and 2010 because it was seen more than 30 million times on Youtube.
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Buzz marketing is a way to promote a business, a product, a service or an idea using target consumers to do it. Every buzz marketing action is based on the vector principle that we explained on the first part of this dissertation: the information is shared between people and is thus a chain reaction.
One of the aims of this marketing technique is to make every meeting with a potential consumer unique (in appearance), each consumer has to feel that the exchange of information is spontaneous in order not to reject the information as he/she would have done in the case of marketing pitch done by a professional advertiser.
Buzz marketing is not born with the Internet but obviously the birth of the Internet and Web
2.0 has significantly amplified its possibilities. Buzz marketing is using all the possible channels of communication to get people know the product and talk about it in order to create word of mouth (the other name of buzz).
Initially buzz marketing was supposed to be a low business strategy to get consumers…however it’s getting more and more expensive to build a complete buzz marketing campaign and it requires many things to do and create: videos, websites, blogs.
The channels of distribution have always to be reinvented in order to create surprise and emulation, without that and even with very good vectors and influencers its hard to create the buzz.
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(Source : this shart is from http://www.blue-blog.fr/ http://www.blue-blog.fr/?p=2129 date of search
2011.07.10)
According to this schema from www.blue-blog.fr
a global strategy of buzz marketing is made using a various channels of communication, the use of a wide range of channels permits to reach an higher percentage of the target.
Thus to be as efficient as possible a global buzz marketing strategy must include:
Creation of blogs with platforms such as WordPress in order to create “non corporate contents” to talk about the product or the service. The use of micro blogging plate forms (Twitter) is also highly recommended; of course influencers should be the ones posting the Tweets with their own profiles.
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Publications on existing forums, blogs and free content websites. The technique is still the same for the ad agency: create fake accounts and publish articles about the product or the service and keep posting comments when people are reacting to the subject.
The use of social networks is also very important: the creation of a community is determinant, as soon as somebody is in this community he will become a vector too and will increase the buzz phenomenon. For the community to grow in importance, it’s necessary to buy advertising space on social networks, to add a relay of the information.
Numbers of influencers are journalists, their power of persuasion is important. That's why working with press officers is important because they’ll permit the publication of press releases and articles.
Google Adwords is necessary to use too: buying key words related to the product or service is determinant also: people that heard about the product have to find where to buy it. It’s an expensive communication tools but very efficient: if a company “buys” the key word “car” its website will immediately appear on the top of Google researches increasing the visibility of the website and the sales also.
Optimization of the natural referencing in order to be on the first page of Google without paying for. It’s really determinant for any website to be on the first page of
Google’s result, because an important percentage of Internet user doesn’t go on the second page.
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A good technique to increase natural referencing is the listing in directories because they redirect the site to other sites and increase the number of back link. Knowing that one of the principal ways used by Google to increase the referencing is to count the number of back-links this action is determinant.
We said that Youtube, Dailymotion and all the video hosting website are necessary for guerilla and street marketing: it’s the same for buzz marketing.
The creation of games and contests is important because it will create an emulation
To have a complete and pertinent strategy those actions can be completed by emailing campaigns and affiliation.
Of course there is a process in the making of a buzz marketing campaign:
First it’s important to create communities on Facebook for instance, ad content on blogs and forums, publish videos on video hosting websites and increase natural referencing of the website. Then the publication on magazines and newspapers should come next.
Because buzz marketing is using people as a relay of the information it’s important to advertise when the buzz is starting, if people are immediately surrounded with ads on Google, on Facebook, surrounded with games and contest they might reject the information, in fact they have to look for the information, then the key is to put the information at their disposal
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Every system has its limits and buzz marketing is not an exception.
The main limit of buzz is that it’s hard to control it: the consumers received the message and can modify it and transmit the new message to another person, then the message transmitted is not the good one anymore. Furthermore the more the buzz is important the more the message is diluted because overused…
The second limit is that it’s very hard to create a buzz, most of the time the money invested is lost. Not every product can make the buzz: it might be logical but the product or service has to be interesting. Usually it’s easier for a trendy product to create a buzz, because it’s easier to create it with products which value comes from a strong social interaction. If we take the example of fashion clothes, cultural products (cinemas, theatres, books) our choice of buying it is most of the time influenced by somebody else: friends, family, colleagues, magazines, newspapers, blogs, forums…
The third limit of buzz marketing is that it’s important to use with parsimony to remain effective: the more there will be buzz around the consumers the more they’ll be annoyed and bored by this technique exactly like it happened with traditional medias.
Specialists also says that buzz marketing is more a tactic than a strategy, in fact it’s a part of a more global advertising campaign.
That’s why it should be completed with non-traditional and traditional forms of advertising even if we have seen that there is a rejection from the public to “classical advertising”
Furthermore the word of mouth which is the key of everything can’t last forever: and it’s life shelf is limited.
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The word of mouth will convince somebody before his first purchase of a product or service, but as soon as he bought the product once he will not rely on other people advices: he will act his own way.
But because a growing number of people starts to be aware of buzz marketing’s techniques and tactics they start to think of a future where buzz marketing will be everywhere and will literally transform and degrade social interactions because no one will believe others ‘opinion.
All along this dissertation we realized that despite the notorious weariness regarding classical advertising the expenses will still rise in 2011 to reach $ 500 billion. Worse the phenomenon is not about to decrease because emerging countries (Brazil, India, China) but also Eastern
Europe one’s are driving growth at a breakneck pace. The advertising world order is also being modified: by 2013 China will overtake Germany in terms of investment and Brazil as well as Russia will enter the top 10. Globalization has also led to a sharp increase in the need to advertise because of the increase in competition from developed countries but also emerging countries.
65% of the respondents of our study consider that ads on TV are disturbing them; this figure reaches 85% when it’s Internet ads. Even if the panel of respondents is not very important it is representative of the global feeling of people regarding advertising: they are fed-up with it because ads are everywhere, too many and not accurate at all. The conclusion is simple: we are bombarded with advertising.
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Because ambient marketing tries to deliver advertising messages in a non-intrusive way, respecting the consumer, wondering what he really cares about and including him in the process of the spread of the info (the buzz) this new form of advertising is naturally accepted.
Ambient marketing tries to create emulation, surprise; ambient marketing is totally diverting the meaning of everyday life objects. It achieves to capture the consumer’s attention.
The creation of Web 2.0, social networking, micro blogging platforms, video hosting websites made possible the exponential growth of ambient marketing. Actions, campaigns are multiplying: buzz marketing, street marketing, guerrilla marketing; ambient marketing is diversifying. Thousands of companies are advertising that way in the world now and the ambient marketing market share is growing.
The fact that nowadays there is an ambient category at the Lions de Cannes festival also traduces how much this form of marketing and advertising is important.
Usually less expensive than traditional campaigns, ambient campaigns ‘power is really important: by transmitting the information through a network of vectors they can reach millions of people in a very limited number of time and with a very conversion rate, the last one is the Perrier ad on Youtube that reaches 10 million views in about one month: the power of ambient marketing is huge. But relying too much on consumers for the transfer of information can be dangerous too because the message can be modified when transmitted and so the basic information is diluted with time: that’s not always possible to control a buzz
(buzz if any).
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When advertising was born more than hundred years ago there was no rejection about it and it’s in that friendly context that “classical advertising” developed it-self, adapted it-self to the technological revolutions: radio, TV, Internet…until now where it’s rejected by most of the people.
According to me ambient marketing is at the same stage than “classical advertising” was hundred years ago: it’s just the beginning, but it’s already growing very fast, and some of the mechanisms are already known. The vector principle for instance, explains in fact that every single buzz is the result of the transmission of information from a communication agency to opinion leaders and influencers who will then transmit the same information to others and so on. When consumers will be finally realizing that their choices haven’t been influenced by their friends or colleagues but by an advertiser and its advertising agency there might have a massive rejection of ambient marketing too. Then for the ambient marketing to keep its marketing impact and sympathy rate among consumers it will be necessary that the actions remain sporadic, if not the surprise element will be reduced and the interaction with the consumer and the permissive side too.
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Bibliography
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Jay Conrad Levinson : « Guerilla Marketing »
Georges Chetochine : « To buzz or not to buzz »
Seth Godin: « Unleashing the ideal virus »
Seth Godin: « All marketers are liars »
Seth Godin: «Permission marketing»
Suzane Berger: «Made in monde»
Justin Kirby & Paul Mardsen: «Connected Marketing, the viral, buzz and Word of mouth revolution»
Stéphane Pincas & Marc Loiseau: «An history of advertising»
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http://blog.russatkinson.co.uk/page/4 http://coynenews.blogspot.com/2010/08/true-blood-guerrilla-marketing.html
http://ymonhemius.blogspot.com/2009/09/guerilla-marketing.html
http://www.marketing-alternatif.com/2006/06/28/iwc-la-montre-des-pilotes-de-ligne/ http://blog.sennse.fr/2011/03/16/4941/piano-stairs-blog-sennse/ http://www.viralblog.com/guerrilla-marketing/trafalgar-square-t-mobile-karaoke-flash-mob/ http://theawesomer.com/the-t-mobile-dance/8826/ http://www.blue-blog.fr/?p=2129
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