1 ENHANCING ADVERTISING STRATEGY BASED ON DIGITAL

2 CULTURE
3 Yuni Retnowati, thegreatlecturer@gmail.com
4 Akademi Komunikasi Indonesia (AKINDO)
5
6 Abstract
7The emergence of digital media has created a new culture which called the digital culture. It can be
8seen as an emerging set of values, practices, and expectations regarding the way people act and
9interact within the contemporary network society. This digital culture has emergent properties with
10roots in both online and offline phenomena, yet having an immediate impact and particularly changing
11the ways in which we use and give meaning to living in an increasingly interconnected, always on line
12environment. Today culture should be understood as an open and dynamic process that is based on
13interactive communication. With the increasing usage of digital media by consumers , more
14companies are using digital marketing to reach the target markets. Marketing and audience
15development is the area in which the impact of digital technologies has been most widely felt. Hence,
16advertising as a marketing tool is also been impacted. The use of digital technologies is helping
17advertising to reach new and larger audiences, as well as to engage more extensively with existing
18audience. Social media is particularly important for broadening and deepening audience engagement.
19Digital activity is forcing us to rethink our creative process, from planning through to production, post
20production and publishing. It has changed the creative and communication processes to satisfy the
21needs of brands that now engage in a two way dialogue in the global market, particularly in the e-
22marketing area. Consumer is creating his/her sales experience . Therefore, the control of the message
23is in the hands of consumers. They can no longer be considered as audience. They are
24simultaneously readers, editors and marketer, especially the younger demographics. Consumers are
25adopting digital content services faster than previously anticipated with varying levels of engagement.
26This article will outlines how to develop an effective advertising strategy based on digital culture in
27order to fit advertising objectives.
28Key words : digital media, digital culture, advertising strategy, network society
29

30INTRODUCTION 53building communities, where like-minded

31 Digital technologies are becoming
32increasingly important in most sectors of
33economic activity. Information and
34communication technologies (ICT) adoption
35is no longer just about connectivity and
36access to the internet but rather the degree
37to which digital technology is being used to
38deliver real value for businesses.
39Increasingly, business adoption of
40technologies focuses on an expanding
41range of digital devices and platforms.
42Consequently, adoption of digital
43technologies has profound implications for
44marketing planning and implementation.
45 The internet is a major communications
46channel, providing an arena for multi-
47faceted communications. Vast numbers of
48people spend hours each day surfing the
49Web. For its users the internet and digital
50technologies have not only provided the
51means to find, buy and sell products but
52they have also created an environment for
54people can network, socialize and be
55entertained. The emergence of social
56networking sites such as Facebook,
57LinkedIn, Google+ and microblogging sites
58like Twitter have had a significant impact on
59global society. Social networking has
60become pervasive throughout the world.
61 The trend for exponential growth in
62internet users has spread from the USA,
63where its commercial use began early in the
641990, throughout Europe, to Oceania, Asia,
65the Middle East and Africa. Not all regions
66have equal levels of adoption. For instance,
67the world average internet penetration per
68head of population is 33 per cent, but in
69Europe the average is 61 per cent and in
70Asia 26 per cent. This means there is plenty
71of scope for greater adoption of the internet
72( Thomas, 2011)
73 By 2016, 3 billion consumers or 45
74percent of the world population will use the
75internet. With the increasing usage of digital

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 1media by consumers, more companies are
2using digital marketing to reach their target
3markets. With digital consumers
4increasingly in control of their media
5experience and advertisers shifting their
6spend to more interactive, measurable
7formats, companies must move beyond
8traditional advertising to combine granularity
9of targeting and measurement with cross-
10platform integration.
11 The internet facilitates efficient and far-
12reaching communication. The rapid growth
13of the internet, in number of its users and
14available information and services that can
15be accessed through it, indicate the
16importance of activities taking place in the
17virtual domain . Digitization has enabled the
18process of media convergence to take
19place. The digital networked environment
20enabled is wide participation of users in the
21virtual sphere. It could be said that digital
22networks provide various alternative
23platforms for communication and this
24changes the position of the traditional mass
25media and moderates its power.
26 As the use of the internet, the Web and
27social media grows, a major challenge for
28marketers is to determine how to make best
29use of what the technology offers. Digital
30technology may play a role in many different
31parts of the creative process, from planning
32through to production and post production
33 The proliferation of digital channels and
34devices gives consumers greater access to
35information, and the means for
36communication and collaboration. The
37physical world is being replicated in the
38digital world through digital communities,
39businesses and assets, fundamentally
40changing the way consumers engage with
41businesses and each other. Information
42aggregation and price comparison have
43evolved. Consumers now have real-time,
44mobile access to data that they previously
45relied on brands to provide them with.
46Todays consumer has real-time access to
47competitive pricing information simply by
48scanning a product barcode into their
49mobile phone
50 Gere (2002 :12) proposes that the
51extent of the presence of digital
52technologies in our lives points to the
53existence of a digital culture. He states that
54digitization can be thought of as a marker of
55culture because it encompasses both the
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56artefacts and the systems of signification
57and communication that most clearly
58demarcate our contemporary way of life
59from others
60 Digital culture is a new complex notion.
61Today digital trends are increasingly
62interloping with the world of culture and arts,
63involving different aspects of convergence
64of cultures, media and information
65technologies, and influencing new forms of
66communication. Global connectivity and the
67rise of networks are the new possibilities
68created by ICT. So, culture today should be
69understood as an open and dynamic
70process that is based on interactive
71communication, and we cannot think of it as
72an enclosed system which makes up a
73cultural mosaic with other similar or diverse
74cultural systems.
75 Digital culture is described as a
76participatory culture where users do not
77only consume information but also
78contribute in a variety of ways. The practical
79capacities of individuals have been
80improved in the digital network environment.
81People can either contribute their criticisms
82and concerns to ongoing debates, produce
83and publish information they produced
84themselves on their blogs and websites or
85they can contribute to large-scale peer
86production projects, and to a large extent all
87this happens outside of the market sphere.
88 Users are more and more becoming
89producers in the network environment and
90they also claim the right to use and re-use
91existing information and cultural
92expressions that are available in the digital
93environment and that form part of our
94cultural memory and identities. This shows
95that cultural heritage and open access to its
96resources are important in the creative
97process that keeps our culture alive.
98 Advertising is one of the marketing
99tools and paid form of communication
100designed to pursue the consumer. The rise
101of internet as an advertising medium
102produce digital advertising which also called
103internet advertising. Digital advertising
104includes promotional advertisements and
105messages delivered through email, social
106media, websites, online advertising on
107search engines, banner ads on mobile or
108Web sites and affiliates programs. The
109Internet is the only medium through which
 1advertisers can effectively measure
2engagement, not just exposure.
3 Strategic advertising always starts with
4the consumer. The digital technology
5brought a new level of convenience to
6customers. However, digital convenience
7came at the expense of meaningful
8engagement as digital transactions
9substituted physical interactions. The online
10environment has proven a valuable tool in
11making connections with consumers.
12Digital media devices are being used to
13engage consumers in a relationship with
14marketers continuously.
15 The strategy is what the advertising is
16attempting to communicate. The benefit,
17problem solution or other advantage either
18physical or psychological, that is the value
19of the product or service that the advertising
20attempts to communicate to the target
21market . It can be said that an advertising
22strategy is a campaign develop to
23communicate ideas about products and
24services to potential consumers in the
25hopes of convincing them to buy those
26products and services.
27 The key of advertising strategy is
28creativity and the ability to adapt to new
29market trends. Creativity means advertising
30must find an unique way to break through
31the clutter. Creative itself is not enough.
32Creative without strategy is called art while
33advertising is creative with strategy.
34Advertising is a disciplined art. The art
35comes from writing, designing and
36producing creative messages. The
37discipline comes from strategy from thinking
38through the logic of the problem and coming
39up with a message that offers a solution. It
40is broader than creative strategy because it
41covers the development of all parts of an
42advertising plan. Due to an effective
43advertising must take the consumers view,
44the advertising strategy based on evaluation
45of consumer behavior related to the brand.
46A product attribute should be translated into
47consumer benefit so that it become
48leverage point that build personal value. A
49rigid advertising strategy often leads to a
50loss of market share. Facing the changing
51of current economic environment
52advertising strategy needs to consider a
53new set of capabilities now that are cross-
54platform innovation, greater insights, open
55collaboration and digital processes.
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56DIGITAL ERA
57 Digitalization can be defined simply as
58simplification matter information in the form
59of binary code ( Marshall , 2004 :17 ) or
60union of communication technologies with a
61computer logic ( Schiller, 2000:.xv ) New
62method conversion data it has a lead in
63increase the flexibility handling , storage
64and data transmission from one person to
65others ( Marshall , 2004 , h.17 ). In
66addition , flexibility offered by the process of
67digitalization has also simplify the process
68of transmission and manipulation matter
69information affect economical for a
70network , because matter information can
71be disseminated even more efficiently of
72users the network ( Schiller , 2000 : xv ) .
73While Ernst and Young (2011) define
74digitization at its simplest means the
75conversion of analogue information into
76digital information. As digitization
77capabilities extend, virtually every aspect of
78life is captured and stored in some digital
79form, and we move closer toward the
80networked interconnection of everyday
81objects. The impact is a real time global
82exchange of information.
83 The digitalization process introduced a
84new way to reproduction of media text that
85allow the copying process instantly as well
86as maintaining the quality of same media
87text. In addition, the distribution of media
88content is also simpler and faster as digital
89code can be easily posted on different
90medium platform. Through internet
91technology, media text that has changed in
92digital format can be accessed by whom
93connected in the internet network. It
94generate the thought that digital media also
95supports the establishment of the free
96media or medium free, means when media
97text is included into the internet system
98then everyone can do variation on these
99media text. So, based on this principle,
100media producer only has the right belonging
101the beginning media content and cannot
102others to change the text and distribute
103them (Thomas, 2002:90).
104 An increasing use of the Internet has
105decreased overall consumer attention to
106traditional marketing channels in a majority
107of product categories .A direct relationship
108exists between digital media and paid
109search, signifying that digital media
110marketing offers a valuable role in gaining
 1consumer attention, engaging consumers,
2and driving sales (Copeland, 2009). Brand
3messages become less important as
4decisions are aided with digital methods
5such as word of mouth (WOM) and other
6advertising mediums
7 The challenge for businesses is to face
8the implications of digital change: in
9particular, the loss of control over the
10customer relationship, increased
11competition and threat of commoditization,
12and the need to engage digitally with
13suppliers, partners and employees in
14addition to customers. Todays consumers
15trust each other more than they trust
16corporations and/or brands (78% of
17consumers trust peer recommendations
18versus 14% who trust advertisements. They
19advise each other, and whats more, they
20heed each others advice (Ernst and
21Young, 2011).
22 Online communities and websites have
23become one of the major sources of
24information for and about brands.
25Thousands of consumers (and not only
26those in a focus group) have become
27accustomed to interacting with the brand,
28writing emails, volunteering information, and
29shopping online. They actually expect to be
30able to give feedback to the brands they
31feel identified with. Communication is now
32continuous and two-way, and one medium
33can lead to the other, from TV and radio to
34Internet, for instance (Ortiz, 2005).
35 The conversations between potential
36consumers that are happening around a
37brand can be a frightening concept for
38organizations used to controlling the brand
39message, however, the rise of the
40prosumer is also an opportunity for brands
41to increase engagement. Prosumer is a
42term used for a consumer who is unusually
43interested in products or services of a
44brand. Prosumers will dedicate their spare
45time to upload reviews and comments and
46respond to other reviews and comments
47about the products. Some prosumers will
48record YouTube videos to help other users
49with technical service issues of a particular
50product. These individual can be very useful
51sources of product development ideas or
52can be incentivized as a low cost provider
53(Ernst and Young, 2011).
54 Salzman (2003: 196) explains
55prosumers not only seek out information
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56and opinions prior to purchase, they are
57marketing savvy and demand that retailers,
58marketers and manufacturers are aware of
59their value as consumers and treat them
60accordingly. The Internet has become one
61of the prosumers favorite tools to gather
62information about brands and products. On
63websites, people can find many answers,
64and when they do not, they can send an
65email to the company (or call the free phone
66number) to enquire about a certain issue.
67The company is expected to reply, often in
68real time. Failure to do so could alienate the
69consumer. If the issue is recognized as
70important, the websites communication
71should then be corrected. The Internet also
72affords the longest interaction time between
73consumer and brand of all the media, as
74visitors on average interact with a brand for
75several minutes, compared to a few
76seconds for TV, radio and press ads. This
77means the content comes under much
78closer scrutiny, and therefore any error or
79gaffe is much more likely to be picked up.
80 According to Ernst and Young (2011)
81brands are facing a loss in the information
82monopoly and a shift towards two-way
83communication and conversation. It is vital
84that brands embrace the shift in consumer
85power and find ways to make it work for
86mutual advantage. This is because as
87customers gain more power to choose
88where and how they interact, they will begin
89to choose a smaller number of
90organizations with which to maintain
91primary relationships. This is likely to be
92collaborative organizations that reflect and
93engage with their values. Other
94organizations thereby risk becoming mere
95suppliers. Not all organizations can win the
96battle to retain the customer relationship
97the digital world has thrown organizations
98into a strictly competitive game.
99 Digital formats such as social media,
100online video, mobile communications,
101gaming and advanced TV enable
102companies to simultaneously meet
103transactional and brand-building objectives.
104Consumers are adopting digital content
105services faster than previously anticipated,
106with varying levels of engagement. Digital
107structural is aiding the shift of power from
108producers to consumers and to a more self-
109assured and self-assertive (internet) citizen.
110In the digital age the highly networked
 1internet citizen (netizen) can participate
2interactively and collaboratively in social
3and cultural developments and value
4creation processes. This gives rise to new
5value creation patterns and new business
6models with more flexible and transparent
7workflows in industry, science, education,
8politics, society and culture. On the one
9hand this change implies greater
10sovereignty and possibilities of civic
11engagement. But on the other it commits
12each individual to more personal
13responsibility. It is important to note that all
14digital open processes are based on the
15same features: the people involved engage
16in relatively non-hierarchical communication
17and they integrate and participate of their
18own free will (Daff, 2011: 5)
19DIGITAL CULTURE
20 The claim that technology impacts
21different aspects of our culture is over-
22simplified and too deterministic, but it is not
23completely wrong. We are aware of the
24changes that happened in present-day
25societies that to are related introducing ICT
26into our lives. We could say that all
27technologies intervene in the human
28environment and modify it to a certain
29extent, thus changing
30the conditions of existence of different
31cultures (in a more or less radical way)
32(Uzelac, 2008).
33 When the technology in question is a
34communication technology then its
35influence is even more significant, for the
36way it is used can affect changes in the
37essence of our communicational and
38cultural patterns. Thus, technologies related
39to information and communication cannot
40be viewed as passive instruments, but
41rather as interactive systems that radically
42modify our cognitive capacities (Dascal,
432006). Technology does not just linearly
44cause certain effects, but
45in combination with many other elements it
46creates conditions of possibility that
47suggest possible futures rather than
48determine them (Hawk and Rieder, 2008:
49xvii).The complex technologies that we are
50using nowadays cannot be viewed simply
51as tools that help us to overcome particular
52limitations (these would be techniques),
53they should rather be viewed as
54environments. The emphasis should be put,
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55not on the effects of specific technologies,
56but rather on the shifting effects of
57ecologies they enable.
58 Deuze (2007) consider digital culture
59as an emerging value system and set of
60expectations
61as particularly expressed in the activities of
62news and information media makers and
63users online.
64Hawk and Rieder (2008) mentioned
65computer culture, virtual culture, cyber
66culture, e-culture, Internet culture, new
67media, convergence culture, digital culture
68are all relatively new terms that are today
69widely used in scientific and popular
70literature. Scholars from various disciplines
71have examined the impact of this new
72media on various social aspects of virtual
73space and its impact on the real sphere and
74they have changed their views on digital
75culture many times over a relatively short
76period of time.
77 Virtual space has fewer boundaries and
78different characteristics than the real one.
79Digitization has enabled the process of
80media convergence to take place. When
81previously separated industries (media,
82telecommunications and computers) could,
83by using the same digital technology, do
84things that previously needed different
85analogue tools, the limitations they faced in
86running their real world businesses
87changed. This means that convergence is
88more than simply a technological shift and it
89affects changes that shape relations in a
90society (Uzelac, 2008). By the media
91convergence , a medium no longer have
92only one function , but can also give another
93service , that allows many users to gain
94experience from different mediums
95simultaneously.
96 From the media producers view ,
97media convergence also provide some
98new challenges .To satisfy the needs and
99taste different users , producer media
100producers are required to be more creative
101in planning different media platform usage
102to spread the information. In addition ,
103media producer also have to prepare a
104different version of same media material
105.This indicates an ecology of new
106production where old-school method in
107making media text is left (ORegan and
108Goldsmith, 2002 :92). Digitalization provide
109facilities and flexibility to the media so that
 1the text from different mediums can also
2are linked ( crossed referenced ) in modern
3media industry. It is also known as
4intertextuality text media and can be found
5easily in daily media consumption media .
6For example, crowded issues discuss in
7online media like facebook often raised be
8on the news agenda national television and
9vice versa. That is why media producer in
10the digitalization era must prepare a
11different version of a same media text to
12satisfy the market demands.
13 The other side of the coin that the
14digital networked environment enabled is
15wide participation of users in the virtual
16sphere. It seems that the same
17communication technologies that enable
18interactivity and participation are wielded to
19foster the entrenchment and growth of a
20global corporate media system that can be
21said to be anything but transparent,
22interactive or participatory (Deuze, 2007:
23247). Typical Character of digital media is
24its ability to increase interaction and control
25users . Marshal (2004:25) explained that
26the interaction which made possible by
27digital culture has changed user
28experiences in consume media because at
29the moment they can directly involved in
30text production process of media.
31 Digital media supporting media
32material flexibility that allows the user and
33the producer of the media to add or change
34the text easily and also give them more
35authority to control and do creativity on the
36text . Only with our internet access,
37computer, and creativity, everyone can
38participate to produce text media quite
39well.
40 In marketing area, the emergence of
41digital culture pertaining to competition
42market. Production and distribution text
43media are open for everyone, media
44producers deal with bigger challenge if they
45want to compete in the market to get
46audience share . (ORegan and Goldsmith,
472002:98). To do this, not only considering
48different version of the same text but also
49adapting the content and adding skill while
50considering different distribution channel so
51that need longer time in production process.
52 The process of changing to a digital
53culture is nuanced, creative, and
54incremental. A digital capability is a cross-
55functional proficiency in the processes,
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56practices, and customer connections
57enabled by digital media and infrastructure.
58This might include, for instance, the ability
59to convert data from online sales into
60responsive individually targeted offers that
61generate more sales; or the ability to
62provide robust online customer service that
63answers consumer questions in a
64compelling way. As this capability becomes
65ingrained, it gives a consumer-facing
66company a distinctive identity tied to the
67electronic media that more and more
68consumers turn to for shopping. A strong
69digital identity allows a company to be close
70to its customers wherever they are, it
71enables retailers to deliver a new and
72attractive shopping experience that
73integrates bricks-and-mortar stores with
74online and mobile convenience, and it helps
75build long-lasting customer relationships
76(Harshak, et.al, 2013 :6).
77 According to a recent study from Pew
78Internet and American Life Project (Lenhart
79and Maden, 2005) more than one-half of all
80teens have created media content, and
81roughly one-third of teens who use the
82Internet have shared content they
83produced. In many cases, these teens are
84actively involved in what we are calling
85participatory cultures to novices. In a
86participatory culture, members also believe
87their contributions matter and feel some
88degree of social connection with one
89another (at the least, members care about
90others opinions of what they have created).
91Forms of participatory culture include :
92a. Affiliations
93 Memberships, formal and informal, in
94 online com-munities centered around
95 various forms of media, such as
96 Friendster, Facebook, MySpace,
97 message boards, metagaming, or game
98 clans
99b. Expressions
100 Producing new creative forms, such as
101 digital sampling, skinning and modding,
102 fan videos, fan fiction, zines, or mash-
103 ups.
104c. Collaborative problem solving
105 Working together in teams, formal and
106 informal, to complete tasks and develop
107 new knowledge, such as through
108 Wikipedia, alternative reality gaming, or
109 spoiling.
110d. Circulations
 1 Shaping the flow of media, such as
2 podcasting or blogging.
3 A participatory culture is a culture with
4relatively low barriers to artistic expression
5and civic engagement, strong support for
6creating and sharing creations, and some
7type of informal mentorship whereby
8experienced participants pass along
9knowledge potential benefits from these
10forms of participatory culture, including
11opportunities for peer-to-peer learning, a
12changed attitude toward intellectual
13property, the diversification of cultural
14expression, the development of skills valued
15in the modern workplace, and a more
16empowered conception of citizenship
17
18DIGITAL ADVERTISING
19 The introduction of the Internet, have
20contributed to the birth of a new advertising
21environment The introduction and
22proliferation of internet and digital devices
23have steadily increased digital advertising
24use by marketers. The growth of internet
25using includes social networking sites like
26Facebook , Twitter, personal blogs has
27fueled the continued digital advertising
28growth. Digital advertising methods are
29relatively new compared to more
30established traditional advertising method.
31 The other term of digital advertising
32could be equal to online advertising that is
33advertising on the internet. At first, online
34ads resembled traditional media ads in
35simple display-related formats (banner,
36sponsorship, rich media, etc.) found on
37websites. By 2010 , however, we had seen
38a marked shift toward search advertising. In
39search advertising, relevant ads are paired
40with search engine query results. The rise
41of high -powered search engines like
42Google, Yahoo!, and Microsofts Bing has
43prompted a migration from display ad into
44search engine results pages, in emails and
45on social networks as well as other ways in
46which advertisers use the internet.
47 Traditional marketing focuses on
48consumer attitude information and mass
49marketing tactics, while advertising or e-
50marketing efforts use information obtained
51from data collection methods from actual
52consumer purchases to provide insights into
53consumer behavior. This new technology
54allowed marketers to reach consumers with
55advertising data and picture content without
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56regard to the current physical location of the
57consumer or the specific time of day
58(Mulhern, 2009). The interaction and two
59way communication have led many to claim
60that the Internet is more effective than
61traditional advertisements (Chen, 2006).
62The digitization of media content and the
63resulting network effects have broadened
64the reaches of consumers and have also
65instilled a new user-control over marketing
66messages (Mulhern, 2009)
67 A digital presence in a global
68marketplace allows marketers to
69communicate with a larger segment of the
70selected target market. Studies have shown
71digital advertising efforts that emphasize
72interactivity are more successful than non-
73interactive online advertising formats
74(Taylor, 2009). Interactivity is used to
75maintain continuous communication
76between marketing executives and
77consumers, build relationships, and
78increase customer loyalty (Martin &
79Todorov, 2010).
80 A study recently found that marketing
81managers measure online and offline
82advertisements differently). Compared to
831994 findings, the 2010 study shows how
84offline media advertisements focus primarily
85on reach and frequency, while online media
86focuses primarily on click-through-rates,
87unique visitors to a page, number of page
88views, and ad impressions to make media
89evaluations (Cheong et al., 2010).
90Measuring click-through rates (CTR) and
91new membership quantitative data to gauge
92advertising success is an example of a
93potential research method used to gauge
94advertising success in the online context
95(Pfeiffer &Zinnbauer, 2010).
96 The early days of internet advertising
97dominated by internet pricing model such as
98CPM (cost per mille ) where advertisers
99pay based on the number of people who
100see the ad. Eventually, performance -based
101pricing (such as CPC, or cost per click )
102became more standard. As of 2010, 62% of
103online ad revenue derived from
104performance -based pricing, whereas only
10533% came from CPM pricing (with 5% from
106hybrid pricing) (IAB, 2011). Figuring out
107how effective an advertisement was
108proved difficult. The Internet is poised to
109solve many of these problems via three key
 1features : measurability, targeting, an d
2interactivity/effectiveness.
3 Measurability is simply the ability to
4quantitatively gauge the success of an
5advertisement, ultimately allowing for a
6more definitive calculation of return on
7investment, or ROI. The Internet is the
8only medium through which advertisers can
9effectively measure engagement, not just
10exposure. The ability to thoroughly quantify
11consumer response to an ad is a valuable
12asset to advertisers. A more exact sense of
13ROI on each rupiah spent [on online
14advertising] will allow firms to more
15efficiently allocate advertising budgets and
16perhaps spend less overall.
17 Targeting is not necessarily a new
18feature of digital advertising, but one that is
19vastly improved. Before the Internet ,
20reaching a desired demographic was more
21an art than a science. On the Internet ,
22however, Google and others have created a
23highly efficient marketplace built on
24targeting. The reason targeting works so
25well on the Internet is because for the first
26time, advertisers receive data from
27consumers. In seeking out information,
28consumers simultaneously generate data
29about their preferences. Intermediaries can
30then leverage vast swaths of amassed data
31to connect advertisers with the most
32relevant consumers. As a result, advertisers
33can spend less on wide -net advertising and
34focus more on reaching ideal
35demographics. Advertisers also benefit from
36lower equilibrium prices when advertising
37online, as there is less competition for any
38given set of inventory.
39 Interactivity and effectiveness are the
40dynamic features of Internet advertising.
41Interactivity describes the two way
42relationship that defines the on line
43experience. Every time a consumer spends
44time in the digital world, he or she
45generates information about his or her
46preferences. Internet companies like
47Google track and collect data about
48aggregate search/click patterns.
49Advertisers can then capitalize on this
50information and better target their ads. By
51effectiveness, we mean the level of sensory
52engagement that a consumer shares with
53an advertisement. The
54Internet provides for a more active user
55experience through conscious cursor
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2
56movement and clicks (as opposed to the
57more passive act of reading a physical
58newspaper or watching television). It also
59offers the option of a variety of advertising
60formats: display, audio, video, etc .
61Quantifiable levels of consumer
62engagement across formats (such as
63views, clicks, and time spent) lead to
64measurability. For the first time, consumers
65can actively demonstrate possible intent to
66buy by interacting with an advertisement
67(Newton, 2009).
68 The Internet and the rest of new media
69are responsible for another major shift in the
70brand-consumer dialogue. Internet
71advertising allows a two-way
72communication model to be developed
73between consumers and marketers that is
74advantageous to marketers because they
75are able to tailor advertising based on
76specific information and permissions
77granted from consumers. Internet
78advertising is quick and inexpensive
79compared to traditional adverting methods
80and future expectations include that digital
81advertising will remain a constant part of the
82daily lives of consumers. Advertising on the
83Internet has shown more efficiency in the
84long term and indicates that further study is
85needed to differentiate between Internet
86mediums such as paid search, social
87networking, and others (Pergelova, et al.,
882010)
89
90ADVERTISING STRATEGY IN THE
91DIGITAL ADS
92 The most important part of an
93advertising strategy is the objective, or more
94precisely, one or more strategic objectives,
95such as driving sales or building a vivid
96brand personality. Today, most advertising
97strategies focus on achieving three general
98goals : 1) promote awareness of a business
99and its product or services, 2) stimulate
100sales directly and attract competitors
101customers, and 3) establish or modify a
102business image. In other words, advertising
103seek to inform, persuade and remind the
104consumer. Reaching these goal can be
105translated into advertising objective which
106usually correlated to sales and positioning.
107 The elements of advertising strategy
108need to be considered : target audience,
109product concept, communication media and
110advertising message. These elements are
 1at the core of an advertising strategy and
2are often referred to as the creative mix.
3What most advertisers stress from
4beginning is clear planning and flexibility.
5 59Generation Y or the Net Generation.
6Target Audience
7 The target audience is the group or
8type of people that advertisers want to
9attract. People may be defined by their
10age, gender, family status, lifestyle, or
11interests. Advertising campaign is directed
12to them Conceptually, these targets are
13interdependent but their distinction allows
14promotional planners the ability to make
15more effective communication decisions
16with enhanced precision.
17 The target audience is a vital step in
18enabling an organization to define its value
19proposition(s). Once you have defined your
20external stakeholders within your target
21audience, the next step is to examine the
22key features of each stakeholder group or
23audience. For this target audience we need
24to understand : (1) the size of target
25audience. (2). the structure of the target
26audience: this will often involve trying to
27segment the audience into a number of core
28groups (3). The trends associated with the
29target audience, for example the growth,
30and (4) The needs and characteristics of the
31target audience :(this is vital to allow you to
32develop a strong value position that
33addresses the needs and demands of the
34target audience.
35 In the digital advertising, who will be
36considered as the target audience? They
37are part of online population that use the
38internet to complement their live
39engagement with products and services
40offered by online ads. As interactivity is one
41feature of internet advertising , the target
42audience do interaction by two way
43communication. They are also participate
44to write and share media content, in this
45context is writing and sharing experiences
46about products and services through social
47media. They are simultaneously readers,
48editors and marketer. Reading the message
49on the website including ads, editing the
50message content as they can do freely to
51the message then sharing to others that
52replaces marketing function in promoting
53products and services. Not every member
54of them must contribute, but all must believe
1 9
2
55they are free to contribute and that what
56they contribute will be appropriately valued.
57 Most of them are the younger
58demographics knows as Millennials, or
60Millennials grew up in an electronics-filled
61and increasingly online and socially-
62networked world. They are the generation
63that has received the most marketing
64attention. As the most ethnically diverse
65generation, Millennials tend to be tolerant of
66difference.
67 Smith (2015) suggested advertisers
68applying web analytics software
69implemented on all of web properties in
70order to gain so much insight as With digital
71advertising, that data is at our fingertips so
72we can take advantage of it to affect the
73businesses. Most of the data include : (1)
74Channel data : Which channel is driving
75traffic and bringing in conversions? It not
76only paid advertising and organic search it
77can give a metrics on email marketing,
78social, direct traffic, and so much more, (2).
79User Demographics: Everything from age
80and gender to location, language, interests
81and devices, (3). Behavior Flow: What
82does a user actually do when he/she gets to
83your site?
84 It is still important to use
85traditional marketing research/techniques
86and apply them to digital advertising.
87Constructing a competitor analysis,
88evaluating existing audience data have
89collected, and creating personas for the
90target audience. This will help to hone in on
91the right keywords and targeting and allow
92to tailor ad copy and landing page content
93to fit the target audience but one size does
94not fit all for digital advertising. It should be
95have the ability to get very granular and
96really give the audience what they are
97looking for, with messaging tailored just for
98them. Using demographic information from
99the internal data and web analytics will help
100develop the target audiences. Using the
101data to optimize campaigns, from targeting
102to copy.
103Product Concept
104 The product concept grows out of the
105guidelines established in the positioning
106statement. How the product is positioned
107within the market will dictate the kind of
108values the product represents how the
109target consumer will receive that product.
 1Therefore, it is important to remember that
2no product is just itself. Bovee and Arens
3(1990: 106) stated that product is a bundle
4of values that the consumer need to be able
5to identify with. Whether couched in
6presentations that emphasize sex, humor,
7romance, science, masculinity or femininity,
8the consumer must be able to believe in the
9products representation.
10 People dont buy things, product,
11services or even ideas for only two basic
12reason. The product or service or idea will
13(a) solve a problem they have or perceive
14they might have, or (b).it will allow them to
15hold onto or improve on some of the good
16things they enjoy or want to enjoy. In other
17words, people buy the benefits of a product
18or service, not necessary the product or
19service itself (Schultz, 1989 : 288). To
20communicate the various benefit of each
21brand, the manufacturer first developed the
22product to fill the need. The advertising
23planner then translated that benefit into an
24advertising strategy that summed up in a
25phrase or a few words what the product
26would do or the benefit it offered the
27purchaser.
28 In the digital era, transaction marketing
29enlarger into relationship marketing.
30Beyond creating short-term transactions,
31marketers need to build long-term
32relationships with valued customers,
33distributors, dealers, and suppliers. They
34want to build strong economic and social
35ties by promising and consistently delivering
36high-quality products, good service, and fair
37prices. Outstanding marketing companies
38go out of their way to keep their customers
39satisfied by offering Customer value which
40is the difference between the values the
41customer gains from owning and using a
42product and the costs of obtaining the
43product. Consumers usually face a broad
44array of products and services that might
45satisfy a given need. Therefore they make
46buying choices based on their perceptions
47of the value that various products and
48services.
49Communication Media
50 The communication media is the
51means by which the advertising message is
52transmitted to consumer. In addition to
53marketing objectives and budgetary
54restraints, the characteristic of the target
55consumer need to be considered as an
1 10
2
56advertiser decides what media to use. The
57types of media categories from which
58advertisers can choose in new digital
59formats such as social media, online video,
60mobile, gaming, branded entertainment and
61advanced TV. They can be used to
62simultaneously address both transaction
63and brand requirements: a move to what we
64call brands-actional advertising.
65Participants that previously focused on
66delivering either ROI-driven marketing or
67brand-oriented advertising to the market
68can now cater to both sets of objectives.
69Those that have mastered brand messaging
70can partner or acquire ROI metrics and
71skills. A greater share of the overall
72marketing communications wallet is up for
73grabs, but participants need to be able to
74deliver a dual set of capabilities to
75marketers . (Berman, et.al, 2009).
76 In this context the technology is used to
77create an environment which facilitates
78different forms of online activity as following
79:
80a. Social community media, like Facebook,
81 and LinkedIn, which enable sharing of
82 ideas,
83 interests, socializing and having
84 conversations
85b.Social publishing media like YouTube,
86 pintrest, Flickr which enable signed-up
87 members to
88 publish and distribute editorial content,
89 movies, audio, photos
90c. Social commerce media like TripAdvisor,
91 Groupon and Facebook, which enable
92 buying
93 and selling, trading, building relationships
94d. Social entertainment media like
95 come2play, Zynga12 which enable game
96 playing and entertainment across
97 communities.
98 The final element is network, which in
99 one sense can be defined by the
100 underlying technology, which makes
101 everything possible. The greater the
102 number of members and interactions the
103 more interesting the network becomes to
104 all involved. In other words, social (life),
105 media (environment) and network
106 (interconnectionstechnology and
107 human) are three elements which have
108 come together to create the latest and
 1 fastest-growing online phenomenon.
2 The use of digital technologies is helping
3 advertising to reach new and larger
4 audiences, as well as to engage more
5 extensively with existing audience. Social
6 media is particularly important for
7 broadening and deepening audience
8 engagement. Many social media
9 platforms offer an advertising option, as
10 this is their primary source of revenue.
11 Social media can be an excellent place
12 to reach prospects because it can usually
13 target very accurately based on user-
14 provided demographic information.
15
16Advertising Message
17 An advertising message is guided by
18the advertising or copy platform which is a
19combination of the marketing objectives,
20copy, art and production values. This
21combination is best realized after the target
22consumer has been analyzed, the product
23concept has been established, and the
24media and vehicles have been chosen. At
25this point, the advertising message can be
26directed at a very concrete audience to
27achieve very specific goals.
28 Most of the ads will contain both
29illustrations and text. Advertising
30researchers devote large sums to testing
31consumers responses to different colors,
32shapes, and layouts. Especially in recent
33decades, advertisements often have been
34composed with minute attention to detail
35and extensive pre-testing, so even the
36smallest facet of an ad may reflect a
37marketing strategy. But deliberate or
38unintentional, details of an advertisement
39may reveal something about the
40assumptions and perceptions of those who
41created it
42 Viewing consumers as irrational, ill-
43informed, and uncultured, advertising
44agencies often created ads that reflected
45their own surroundings rather than those of
46the buyers they wanted to attract. Ads on
47the web are usually separated from the
48editorial matter and the other
49advertisements that surrounded them.
50Increasingly, consumers are ready for
51integrated messaging.
52 We may live in an ever more connected
53world, but people still yearn for that human
54interaction. Copywriters can create a direct
1 11
2
55line to their readership by producing not just
56quality copy, but personal and emotionally
57compelling content as well. Data show that
58copy with just such a personal touch
59focusing on a companys employees, for
60example helps to develop a level of trust
61with the reader. Testimonials can be a
62useful weapon in the arsenal of the modern
63copywriter as well. All testimonials should
64tell a relevant, positive story. Most
65copywriters have always felt their job
66responsibilities began and ended with the
67written word as they ignore that Images
68and advertising have always gone hand in
69hand. For the foreseeable future, how
70share-able a piece of content is will in part
71be decided by how many images it
72contains. The key for the modern copywriter
73is to provide accompanying images that
74complement the content. (McMurphy ,2013)
75. The hard sell is dead as far as modern
76copy is concerned, and readers arent likely
77to respond to content that isnt of use to
78them. That means no sharing and no
79conversion. The way copywriters can be
80successful in grabbing the readers
81attention in todays landscape is by being
82helpful. The challenging for advertisers is
83reaching global Internet users who search
84for products online.
85
86CONCLUSION
87 Digital era stimulates digital culture
88which is one of the global phenomena of
89the twenty-first century. It is a fascinating
90trend, because it is about access to
91everybody by everybody, it has no limits. It
92helps us to overcome borders and offers us
93a second life in the virtual spaces. Digital
94culture proves that . we all have similar
95needs: to know, to create, to share and to
96communicate. The information is just there
97 available and accessible for each one of
98us, anytime.
99 On the web, the convergence of digital
100devices and channels is leading to new
101avenue for online advertising. Digital
102advertising can reach customers anywhere
103where they can access the web. While we
104have become used to the internet as a free
105medium where we can read and interact
106with any content we want, it is the fact that it
107is an advertisers medium that keeps it free.
108That means that as technologies evolve and
 1the way we interact with content changes.
2Besides,
3The Internet allows advertisements to be
4targeted on an individual basis. Behavioral
5targeting (or personalized Internet
6advertising) is a method of directing
7advertisements at consumers based on
8their previous online behavior.
9 The Internet has given retailers a
10mechanism for broadening target markets,
11improving customer communications,
12extending product lines, improving cost
13efficiency, enhancing customer relationships
14and delivering customized offers through
15their multichannel operations. consumer
16audiences have access to tools which can
17help them disseminate their levels of
18satisfaction and dissatisfaction far and wide.
19On the other hand, consumer service
20providers have a wealth of consumer-
21oriented data, which could enable them
22better to predict their customers needs and
23requirements and in doing so create more
24effective advertising.
25 Advertising strategy is an importance
26part to fill in advertising objectives. In the
27digital advertising, the advertising strategy
28should be based on digital culture, which is
29emphasizes on interactivity and network
30through two way communication.
31Furthermore, considering the characteristic
32of digital audience and digital media as
33basis for the advertising strategy may
34become a best way to win the competition
35in the digital era.
36
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