Street Marketing and Ambient Marketing vs. Online Marketing
Introduction
At present, the population is exposed to a constant bombardment of advertising, however, the desired result is not always obtained nor is it possible to reach the target market due to different factors such as an advertisement on social networks is easily ignored, thePeople disconnect their network cell phone to avoid them and live a life without advertisements and advertising or television commercials, it is easy just to change the channel to avoid them then, what about marketing in those situations? The answer is quite simple, marketing moves to the outside world, where it cannot be ignored and is constantly present when the public does not notice it at first sight, the brand does not expect the client to arrive, but to go to the outside world to the outside worldFind them, these phenomena have name, street marketing and ambient marketing.
These types of marketing are linked to sensory marketing, since it seeks to reach the public through the senses, however, the media does not make them codependent.
Street marketing comes with great varieties, flash mobs, street art, spontaneous concerts, etc., One of its main objectives is that the public interacted with advertising, which I was part of it and participated as one, in this way a special link between the brand and the client is generated.
The ambient marketing seeks to leave a memory in the client’s mind using objects of everyday life and giving them a unique touch, but does not necessarily need the collaboration of the client as the street marketing does.
There are multiple examples of this type of marketing, recognized brands have decided to use it and why not do it?, One of the main benefits of these methods is that they are usually low cost, and with the correct help of social networks, these campaigns tend to become viral, either by images and by videos that the brand does not necessarily promotes, but theThe same audience is the one who captures the moments and share them by different media, and that costs the brand absolutely, it is basically free advertising for them considering how little it is invested in this type of campaigns.
Street marketing and ambient marketing could become the new trend around the world, and with the right help it will become.
But, at the time of truth, how willing this is the current society to abandon the old ads and adapt to the new? It is an adaptation process, even test and error, it will be best to analyze the situation and see how effective the different types of marketing are really used in everyday life in the 21st century.
Developing
There are countless definitions of what is marketing, especially in the 21st century, the most appropriate for this research would be "to meet the needs in a profitable way" (Kotler & Kane, 2012, p. 5) .
Marketing or marketing is nothing new, although Juan Pedro García Palomo does not look like it explains that: the marketing germ appeared there more than 5 ago.000 years, where the first maritime transactions that the Phoenicians and the Greeks and the Mesopotamian cities arose, where markets were created and citizens were grouped into guilds for the exchange of their activities and products and products. (Castañeda, 2015, p. 13)
However, it was a long time later, with the industrial revolution and mass production, that marketing was transformed into what is today and in 1948 its first official definition given by the AMA was coined, which was the following “the“ the “theMarketing is the activity, the set of institutions and the processes to create, communicate, deliver and exchange offers that have value for customers, customers, partners and society in general.”(American Marketing Association, 2017).
Marketing as we know it now usually goes hand in hand with advertising and Seth Godin has a good way to understand advertising and marketing and expresses it in his book Purple cow, explains and illustrates advertising as follows:
Before advertising there was the mouth-oreja. People talked about those products and services that could solve a problem and ended up buying them.
The best greengrocer on the market had a reputation and its stop was always full.
During advertising the combination of a growing prosperity a seemingly insatiable consumer desire and the power of television and mass media created the magic formula: if one was announced directly to the consumer (before all consumers), sales, sales, salesThey increased. The symbiosis between the adequate advertising agency and the banker meant power to grow a company as much as it would like.
After advertising we have almost returned to the exit box. But, instead of products that are sold thanks to the slow and inappropriate mouth-oreja system, the power of new networks allows us to spread extraordinary ideas between population segments at a supersonic speed. (Godin, 2002, p. 6)
Although the book has almost two decades of having written, the description continues to apply mostly for todaythe new networks and mostly take effect. In contrast to this it also tells us that “as consumers, we are too busy to pay attention to the ads, but at the same time we are despair of finding good products that solve our problems” (Godin, 2002, p. 6), making it clear that the population has always avoided advertising if they can do it, it is nothing new, however, with globalization the advertising has become massive and less attractive to people, which is why new began to emergeMarketing methods that end up complementing advertising, for example, sensory marketing.
Sensory marketing can be defined as a new area of marketing that aims to management of the brand towards the five senses of the consumer in order to affect its image and influence its purchase behavior in relation to a productor service. (Roberto, Diana, Maria, Carmen, & Teresa, 2012, p. 71)
Although this may sound similar to original marketing, the truth is that they are far from. For example, the smell of the Hang Ten store is a sensory marketing strategy since when an aroma similar to that of the store is perceived, the brain immediately associates it with the store, not with the aroma ingredients.
Sensory marketing guidelines for street marketing and ambient marketing. Street marketing is about connecting all your senses and turning them into an experience, and thus associating the experience with the brand. At the beginning of this method or branch of marketing, I was designed to help SMEs, focusing the now, if this method managed to help SMEs grow, what could not do for a well -positioned brand?. Street marketing campaigns do not always have to promote a product or a good, often these are social experiments or positive actions that take a company or brand without people knowing that they are being part of it, sometimes it can start from aSimple phrase as a social experiment conducted by Volkswagen starting from the affirmation "fun obviously changes the behavior for good" (Volkswagen, 2009), the experiment consisted of transforming simple stairs to the subway into an interactive piano to see how many people would preferThe piano stairs on the electric, the result was that 66% of the people who traveled through that place preferred to climb the piano stairs having fun in the process that the electric stairs.
Street marketing clearly creates experiences that are not forgotten and is what creates the magic of the moement, while the ambient marketing its intention is "to attract the attention of the pedestrians transforming the usual elements into content supports" (Anonymous, 2018).
The ambient marketing is to get to the truck stop and instead of seeing the typical benches you find a large bank with a chocolate bar of the Kit Kat brand, that moment will be implemented in memory for a good time, thus achievingIts objective of placing the brand in your unconscious and most likely that the person to whom the event occurred a chocolate of that brand at some time close to the experience.
Throughout the history of marketing, emphasis has been placed on the importance of selling the product or brand thanks to good advertising campaigns coupled with the quality they present, however, things are no longer as easy as before. In the changing world in which you live, you can ignore the ads in a simple way, disconnecting the device where the advertisement of the Wi-Fi network is being seen to which it is connected, and although it is said that “advertising spendingIn social networks it will amount to 92,931 million dollars in 2019 ”(Garibay, 2019), one hundred percent cannot be trusted in these figures, since abrupt changes have been given in consumer behavior compared to online advertising. According to several people there is nothing more effective than direct contact with products or creating experiences and generating feeling in the population, as said Katherine Barchetti, "make a customer, not a sale" (Fernandez, 2013), to theGenerate pleasant experiences, the public tends to look at the reason for their feeling and in the case of advertising campaigns, that reason would be the brand and thus, together with the possible viralization of the campaign, it would win customers.
All marketing methods are complemented and a clear example is to relate the previous idea of doing the viral street marketing campaign, to achieve the viral campaign, help from social networks and the Internet will need, therefore two must be joineddifferent marketing methods to have a higher percentage of success.
It should be noted that advertising campaigns do not always involve lucrative marks, can be used by artists, such as Banksy, or government organizations, humanitarian agencies, etc., As UNICEF that clearly will never promote products, they promote different humanitarian causes, and, in the case of Banksy who is an urban artist characterized by their graffiti there is nothing like street marketing and ambient marketing to be able to remove awareness of the awareness of thePeople with usually delicate issues making it clear that “emotions is one of the most important variables when making a purchase decision” (Moñete, 2019) or in this case of non -profit organizations such as UNICEF, create consciousness.
Conclusions
The current world does not have a fixed preference towards some type of marketing, although many times people get bother of so much advertising in their life, in the end they end up succumbing to it and many times they see it by their own decision, an example is the commercial onesNike, people say that they do not like commercials in general, however they have impossible to change the channel if they are watching television or jumping the video if they are on social networks if it comes from this brand and all this due toThe quality they possess, not only are visual commercials, the dialogues that these commercials contain are impressive and achieve their purpose, motivate you.
However, I think brands should do a thorough analysis of the type of marketing they are using so as not to focus on traditional marketing or online marketing, they should leave their comfort zone and perform innovative campaigns, especiallyThe food area companies would have a large area of opportunity creating campaigns with street marketing strategies;In equestrian their viability is checked thanks to the examples that people gave to see food ads on the street or smell something delicious and automatically seek how to meet that need.
In my opinion no method is more effective than the other, rather, they would say that they complement each other very well between them and that their success lies rather in the public to which it is directed. The current world evolves minute with minute and we as merchandologists have to do the same with the methods we use, it is our duty to keep up of culture, technology, customs and everything that makes up a region or population or population.
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