未來廣告商吸引你的10種方式(上)

Much like regular science, the science of advertising is constantly growing and evolving. The advent of the Internet and mobile devices have given marketers more options than ever for grabbing your attention. But it turns out those marketers are just getting started.

就像普通科學一樣，廣告的科學也在不斷髮展進步。隨着互聯網與移動設備的普及，市場營銷人員有更多的方式來吸引你的注意力。事實證明，這只是營銷滲透到生活中的開端。

neered Jingles

10.特殊的廣告歌曲

The American Psychological Association recently published a revealing paper on the phenomenon of earworms—songs you can't seem to shake from your head, even if you dislike them. Songs that hang on and won't let go share some unique characteristics not shared by less catchy hits. In addition to a quick tempo, these songs share what researchers called a "common melodic shape," as well as the frequent use of unusual intervals and repetitive notes. That these characteristics are distinct enough that one may be able to predict which songs will get stuck in listeners' heads by analyzing their melodic content—or, familiarity with these patterns "could help aspiring songwriters or advertisers write a jingle everyone will remember for days or months afterward."

最近，美國心理協會發布了一篇文章，分析了那些不斷盤旋在人們腦中的歌曲片段，即一些你不喜歡，但仍在你腦中揮之不去的旋律。與普通的音樂相比，這些“洗腦神曲”有很多特點。這些曲子都節奏較快，旋律線條變化相似，經常使用獨特的音程，不斷重複特定的音符。這些特點十分明顯，通過分析歌曲旋律，我們就可以預測哪些歌曲可以成爲“洗腦神曲”，或者根據這些旋律特點，作曲人和廣告商可以寫出那些數天或數月都在人們腦中盤旋的旋律。

t Appliances

9.智能家電

Many electronics manufacturers envision smart homes, in which appliances such as clothes washers, refrigerators, and thermostats are connected to the Internet and managed from a central hub. Chinese company Hisense, which recently acquired the use of the Sharp brand name in North and South America, debuted such a system at a 2016 trade show. A big takeaway for many was the potential for advertising, much of which need not be web-based or even very intrusive. For example, a smart clothes washer could detect when you're running low on detergent and suggest ordering more of the previous brand, or offer options for other brands. A smart thermostat could chime in with ads for discounted vacation destinations during cold months, or a smart refrigerator could put together and automatically order a shopping list based on preferred brands. Google has been onboard with this since smart appliances have existed, and it seems all but certain that such targeted advertising will be a major aspect of the connected home of the near future.

很多家電生產商都描繪過未來的智能家居產品，像洗衣機、電冰箱、恆溫器等家電都與互聯網連接，由中央集線器控制。中國的海信公司，在北美和南美用的是夏普的品牌名稱，在2016年貿易展覽上首次展出這種智能家居系統。比如說，智能洗衣機能夠檢測洗滌劑是否充足，假如洗滌劑不足，它就會提示添加同品牌的洗滌劑，或者向你推薦其他牌子的洗滌劑。智能恆溫器報告溫度的同時，還會向你推薦合適的冬季旅遊勝地，並提供相關打折信息。智能冰箱能夠自動爲你列出特定品牌的購物清單。谷歌公司已經開始研發這種智能家電，我們確信在不久的將來，所有的家庭都會覆蓋這種廣告方式。

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8.無人機

Some companies are using drones to capture high quality aerial video for use in commercials that would have otherwise been prohibitively expensive; some, like Tequila maker Patron, have even integrated such footage into successful virtual reality campaigns, combining two cutting edge advertising techniques. Of more concern, however, is the potential for drones to collect data. Singapore-based advertising firm Near conducted a proof of concept trial in 2015 in several markets, including Los Angeles, in which drones collected publicly available Wi-Fi data to gather user information and deliver super-targeted, location based ads. Despite questions about the trial's legality, it seems unlikely that marketers would leave such a potentially vast data source untapped.

一些公司正在使用無人機進行航拍，用於商業推廣，而且無人機拍攝的費用要遠低於其他拍攝方式，比如說Patron的龍舌蘭酒採用兩種最前衛的廣告技術，將無人機拍攝的素材應用於虛擬現實的競爭。但人們更加關心的是，無人機在數據收集方面的潛力。早在2015年，總部位於新加坡的廣告公司Near就進行過概念性的試驗，在多地商場，比如洛杉磯，通過公共WIFI來收集用戶信息，然後有針對性地進行當地廣告投放。這個試驗的合法性仍存在爭議，但營銷人員應該不會對這一大塊潛力無限的數據置之不理。

ractive 'Unstores'

7.無人售貨商店

Most brick-and-mortar retail outlets have struggled with the ascent of online commerce to some extent. Recently, a few major manufacturers have pioneered a completely new retail concept—using a physical space purely as a showcase, giving consumers hands-on time with their products without the option to purchase. Many consumers use retail outlets in this manner already, evaluating products in person before completing their purchases online. Retailers following this model can make better use of space without the need for a stock room, and consumers are relieved of the pressure to buy while being able to "deep dive" into a brand, its products, and its ethos. Electronics manufacturer Samsung recently unveiled such an "unstore"—a 40,000 square foot showcase in Manhattan.

由於線上網購的發展，某種程度上影響到實體零售店的生意。最近，一些零售商開創出一個全新的零售概念——打造實體展示空間，不以銷售產品爲目標，而是讓客戶親自體驗產品的各種功能。很多客戶已經這樣做了，他們在實體店裏查看商品功能和質量，再在網上下單購買。零售商們可以利用這種方法來合理使用店鋪空間，不需要多餘的儲藏室，顧客們也能夠輕鬆購物，同時也能夠了解到不同品牌更多的信息，包括產品、評價等。三星的電子製造業務已經開始發展這種無人售貨商店，這家商店位於曼哈頓，佔地4萬平方尺。

ected Cars

6.車載廣告

In 2013, electronics manufacturer Magellan launched its Smart GPS, a standalone dash-mounted system that had a few features lacking in other similar units. Specifically, its interface can be made to volunteer information relevant to your current location—such as places to eat, hotels to stay in, or entertainment options. Many of these suggestions come paired with coupons or special offers through Foursquare. This is an example of contextual marketing, and many in the industry believe it to be the wave of the future as more cars come standard with Internet connectivity. Location-based ads are only one potential avenue for in-car advertising; even today, devices connect to your car's diagnostic computer and offer situational rewards. For example, careful driving during a storm may reward you with a free wiper blade installation from a nearby auto shop, or a stressful, gridlocked commute may earn you a free dinner from a local restaurant.

2013年，電子製造商麥哲倫發佈了一款智能GPS系統，這個系統獨立安裝在儀表盤上，與普通的GPS系統相比，有幾個獨特的特點。特別是它能夠根據你當前的位置自動向你推薦相關信息，如飯館、旅店或休閒娛樂的地方。與這些推薦信息一起出現的，還有Foursquare公司提供的優惠券或其他折扣。這就是一個情境營銷的案例，而且行業內的許多人都相信這在未來會掀起新的營銷浪潮，因爲越來越多的車能夠直接接入互聯網。基於位置的廣告只是車載廣告的一種潛在形式，即使是今天，也有設備能夠連接到汽車電腦檢測儀並根據需要提供反饋。比如說，在暴風雨中謹慎駕駛，附近的汽車店檢測到這一事實後會免費幫你安裝雨刮器，或者在通勤過程中遇到交通大擁堵時，會有附近的餐館給你提供一頓免費的美食。