Imagine the ability to create your own multi-media campaigns from professionally developed source materials that you then customize to your local situation, weather conditions and even the live action on a television show before the commercial break. This evolution to virtual advertising and marketing, think enabling user-generated productions by campaign and program managers, is now going prime time.
Several companies are offering automated ad creation over the Internet and, in some cases, ad placement services that all advertisers can use to more tightly focus their marketing. Advertisers use the new sites to select scenes from commercial films and customize campaigns with a few clicks of the mouse and little human interaction, often for a low flat fee.
Imagine that your issue is the focus of a national social marketing campaign by a government or nonprofit agency. Rather than being handed prerecorded PSAs, pdf files and the like, instead you are given access to the content itself with the freedom to customize it as you like, combine it with your own content, and distribute it in ways that fit the openings of your local priority audiences. Now that sure beats the passive and reactive posture many of us have found ourselves in when national campaigns suddenly 'show up' in our markets with no obvious hooks to our agencies or context. But, will these national organizations and their advertising and PR agencies be willing to give up that much control? Not until we ask.
“We’re moving into a world of molecular marketing,” said Bant Breen, director of strategic development and innovation for the Interpublic Group...“This is an opportunity for creatives to do what they’ve always wanted to do, which is to speak in a more powerful way to each and every consumer.”
Take a tour of what could be in your future. This site is for car dealerships right now; here's another that lets central command provide some tailoring to local markets or different audiences. Let your imagination soar.
It's another evolution in entrusting the power of marketing with the people who are closest to the audience.