As the research shows in her article, consumers are no longer enamoured with the advertising they see, and feel that “just one in five brands has a notable positive impact on their quality of life”. This is why the key point to Ruth’s article is so prevalent – brands must communicate their service.
Many brands provide much wider services to their customers, but traditional advertising fails to communicate this. But this shouldn’t warrant the retirement of advertising, it should encourage the medium to adapt. Whether it’s a brand’s CSR strategy, product innovations or demos on how to recycle clothing, these brand stories are never told via a traditional TV ad. Increasingly brands are turning to video to build a trusted, ongoing service and communication with their customers.
As we enter an era when almost any device or surface can have an internet connection and video can be displayed almost anywhere, the service brands can provide and how they communicate them will grow exponentially. Services delivered by video is the best medium through which an engaging conversation can be had, one that consumers trust. We increasingly see this as a significant component in the future of advertising.
Chris Gorell Barnes
Adjust Your Set