The advertisements we encounter in our daily lives are quite one dimensional. They ramble on and on about the benefits of choosing a specific product or service and are presented on a more or less take it or leave it basis. Kind of boring isn’t it? No wonder we tune out so many of them. Well what if they could become more than just static, one dimensional ads? According to AdFreak, British company Mint Digital has created a device that emits specific smells in accordance with your internet activity. Although this is a relatively new product that still needs further modifications, imagining this technology being applied to advertisements gives marketers an endless array of possibilities!

I am aware that there are advanced advertising technology being used in airports around the world which consists of a screen that modifies the specific advertisements for the person in front of the screen by using face detection. Now take it one step further. Imagine a mother of four, being shown an advertisement on limited edition holiday baked goods, and suddenly a waft of freshly baked gingerbread cookies emits from nozzles behind the monitor. I for one would immediately find myself scouting for the nearest bakery around!

Of course, that is simply my suggestion, and not to say that this would ever become reality. The device currently only emits one smell per notification, and as AdFreak explained, it is far from being interactive. With that in mind though, technology is constantly evolving, and who knows what will happen in the next decade or two? I personally would love to see smell being integrated into advertising further, and go beyond the perfume samples in magazines. I’m sure even if that isn’t the case, some brilliant marketer somewhere will come up with something amazing and innovation nonetheless sometime soon!

Apple: the icon of innovation and design. I find it absolutely amazing to see how the company has built its brand and within the past decade, have made their way into consumers’ hearts. The sheer volume of word-of-mouth marketing from consumers alone greatly affects the way the products and company is perceived. As Robyn mentioned, social media and other platforms give way to an immense amount of indirect marketing for Apple. I rarely ever have the time to watch television or catch up on the news, but I came to learn about the new IPhone launch and the IOS5 through Facebook!

One day, I open my browser, and in every other post, there was some comment about the new phone and its new operating system. I found myself forming my opinions on the new product based on what others were saying about it. Then I realized, yup, it was true: it is much more important what people around you say about the product than what the company itself or the media says. No wonder marketing emphasizes creating value and satisfying consumers so strongly!

It also further astonishes me how much Apple has become a part of our everyday lives. Immediately upon the news release of Steve Job’s death, my Facebook wall was flooded will condolences and praises about how brilliant of a man Steve was.

Our products have become so highly integrated into our everyday lives that we have begin to generate actual feelings towards the product and company. I myself felt a pang of sadness when I heard the news! Technology has allowed for greater publicity than ever before imaginable. Marketing is evident in every part of our lives, and whether we like it or not, there’s no escaping it.

I love shopping, and I am a firm believer in retail therapy. Absolutely nothing cheers me more than a new outfit. As Claire  pointed out, we have entered into a new era of consumer frugality. I know I for one love the words ‘on sale’, and I at times make my purchases simply because of the sale ticket, regardless of whether I even need the item! However, pointless purchases are not what I want to talk about, but rather the new frugal behaviours of consumers after the 2008 economic crisis.

When I was younger, I would buy something I liked despite the ridiculous prices. Looking back, I can’t believe that I would spend $250 on a jacket when I could have easily found a similar one for $50. Before the economic downturn, prices weren’t really on consumer’s minds. It was all about fitting in and buying the new ‘it’ item. I can’t really pinpoint what exactly happened in between, maybe it was because I started making my own money and therefore realized that money didn’t grow on trees, or perhaps it was simply because I simply started growing up. At some point, I started really caring about prices.

Like many of my friends, name brands no longer matter to me, as long as the clothing looks nice and is comfortable. People used to refrain from telling others they bought something on sale, but now I say it proudly. We no longer can live recklessly and spend without thinking (unless you’re rich of course), and there is absolutely nothing wrong with paying $20 for a top instead of paying $200 for a similar designer one that would probably be uncomfortable to wear anyways. Like I’ve been saying over the years to everyone, instead of looking cheap, we’re now being thrifty! Amen to that!

As I jog my memory and try to recall a single memorable marketing campaign that stands out amongst the thousands bombarded at me throughout the years, I immediately think of this animated commercial advertisement by Coca-Cola.

Watching it again for the first time in years, I am amazed by the sheer brilliance of it all. Although we all know this is not reality of the internal mechanics of a soda vending machine, it does provide a great storyline which helps adds character to the brand.  Not only are we able to observe the bottling process, we also glimpse at all the intricate details and precision of work being carried out by the cute little Coca-Cola mascots at each stage along the assembly line. Of course, not to mention that by utilizing these adorable fuzzy winterland creatures, children and teenagers are even more captivated by the brand.

Aside from being a sucker of all things ‘cute’, I firmly believe that the marketing team strategically designed a powerful advertisement that did ultimately add to the overall value associated with brand. In addition, the enticing theatrics and elements of mystery in this ad assisted the company in setting themselves apart from competing brands.  Not to mention, Coca-Cola’s most recent campaign, “Open Happiness”, has been a great success. Whatever they’re selling, customers seem to keep on buying, so they must be doing something right!