So, this past week was the first week of the NFL. It was amazing to get sports back after a drought (I only watch the NBA and NFL). When I was a kid, I’d switch channels between Fox and CBS whenever one would be on commercial break, hoping to catch the other to show its game. I hated ads; they were boring and such a waste of time. As I’ve gotten older and expanded my knowledge of marketing, I started to watch these ads to see how they would affect me as a consumer. Maybe it would hit me emotionally, or maybe it might be encouraging me to visit a local store. I then recently bought a VPN, wanting to try it out, and let me tell you, it is amazing to see the difference in ads between places.
In traditional marketing, the marketer or advertiser would focus on the audience’s demographic and how they can affect them emotionally or psychological with a targeted ad. Now, with the expansion of globalization, a new trend has appeared, and its location. When you combine this into the mix, the term cultural mindset occurs. Understanding the culture of your different audiences is important, as one group may not understand or even worse feel slighted by an ad that was accepted by another group. Now, marketers must create location-based ads.
Living in Philadelphia, these ads would range from upcoming sport events involving the Eagles or 76ers to ads of news stations reporting on what’s been happening in the area. I might also see commercials of HoagieFest from Wawa or Dunkin’s free cup of coffee during the football season. Using my VPN, I ended up in Australia, and their ads were completely different. Their ads all had the Australian accent attached to them, making it hard to understand. I saw an ad about a pain relief medicine that I never heard of. I saw ads about footy, a sport that apparently has been around for 150 years. I even saw a commercial of a Yankees game (I’m guessing the MLB wants to promote to other countries using its most prized franchise).
It makes me wonder how other countries’ ads are and how their culture is tied to marketing. I wish I could run an experiment where I can have ten people, from ten different countries describe what they like and don’t like about each other’s location based ads. I would love to see how an Australian would react to an American football commercial or how a Korean would react to a Bollywood soap opera ad. Location based ads bring a whole new concept that marketers need to adapt to. It’s even more interesting when you add data to this, and see how marketers decided what ad to run at a certain time for this places. The more I learn about marketing, the more it makes me realize how intricate it is.