Book Review: Beyond Advertising
I recently had the opportunity to read Beyond Advertising – Creating Value Through All Customer Touchpoints by Yoram Wind, Catharine Findiesen Hays and the Wharton Future of Advertising Innovation Network.
It was an extremely fascinating book that pulled in the Internet of Things revolution and tied it into the way things are going for advertising.
Advertising, public relations and marketing are changing. And, with the advancements of technology, it’s revolutionizing the way people want to receive their messages and how we are delivering those messages.
With the prominence of social media, we now live in a “now” generation. People want things in real time including their advertisements. Picture going into a bathroom at a restaurant and the mirror recognizes you and notices that you are in pain and showing you an advil ad.
Oculus Rift also made an introduction this past month and with that comes virtual reality. Right now it’s used primarily for gaming. But could you imagine using VR for branding and awareness building on targeted sites? It opens up a whole new world and a whole new way to look at marketing.
I had tons of great takeaways from this book including but not limited to:
- target consumers and help make the experience their own
- think about geo-location targeting and consider that in your marketing plan
- use RAVES (relevant/respectful, actions, value, exceptional experience and share-worthy)
- look at partnership opportunities (for example IKEA and Airbnb partnered to create a unique experience for consumers)
- Use disruptive experiences to stand out
I really enjoyed reading this book. It offered great value and most importantly, it made you think outside the box at different possibilities through the use of case studies with major companies.
My only complaint with the book was the type face. It was so small and hard to read. I don’t use reading glasses but I wished I had a pair when I was reading this. Otherwise, it was an excellent read and worth investing in the cost of the book!
