The advertising industry is continually evolving.  Over the last decade an incredible shift has begun: power has been revoked from the old guard of media and put into the hands of the people; and the people have raised their expectations.

Content is wanted on-demand, and is more and more available in this format. TV shows are recorded and ads are skipped.  Print readership is down.  Newspapers are going out of business.  More of people’s time is being spent on the Internet, especially younger generations.  Trying to stay relevant, budgets are shifting online, where targeting is easier and more refined, performance is tracked in-depth, and feedback and optimization can be real time. But the interactive arena is maturing and evolving as well.  Basic display ad inventory is growing exponentially and prices are dropping, the product already seems to be being commoditized.  As ads on websites and in internet video become more prevalent, users are increasingly ignoring them.  They aren’t there for the ads, they are there for the content.  Paid search aside (it is slightly different and merits its own discussion), there is no value being brought by the ads.  And that’s really the root of it.

Online or offline, consumers now expect brands to bring value to the table if they want to have a conversation. Simple push marketing doesn’t cut it anymore.  If they choose to join you at the table, be prepared. Consumers have more knowledge and access to information than any other time in history.  Advertisers to need to focus on the following 4 things:

1. Make it integrated.
If you want communication attempts to be successful, you can’t interrupt a consumers experience.  And you also can’t let yourself completely disappear in the background. Find unique ways to integrate yourself into the consumers activity.  If you want your brand to be a part of their lives, you have to make it fit.

2. Make it meaningful.
Beyond fit, there has to be value.  What does a user get from his or her interaction with you.  What do you add to their experience.  Why are they going to remember you?

3. Make it honest.
If you are inauthentic, consumers will know it and you will damage your brand.  Be real and target the right audience.  If real doesn’t work for you maybe you need to rethink who you are.

4. Make it easy.
If the consumer has to think about the interaction he or she is having with you, its not easy enough – and its not going to work.

Welcome to the era of engagement marketing.  Can you adapt?