0225p12-LYSOL-free-and-clear-fb-game2Social media has created new ways for advertisers to seek a call to action that go beyond the share and the “like.”

In Laurent Faracci’s ideal world, “100% of our digital media would have a call to action.”

After studying effects of brand advertising on e-commerce sites and elsewhere, the U.S. chief strategy and marketing officer for packaged-goods giant Reckitt Benckiser believes that “the return on investment is three times better when you do.”

That’s a back-to-the-future move for CPG marketers, which embraced the “click here” and “enter to win” admonitions of early internet ads but focused more on branding during subsequent decades. Recently, however, they’ve embraced anew the “call to action,” thanks to increased focus on accountability, e-commerce and social interaction. Perhaps most important, the CPG industry, which has long put most of its true marketing budget into promotions, is moving toward offering digital deals.

Lysol Power & Free ran a Facebook program last year whose call to action was getting women to play a first-person-shooter game using a bottle of cleaner to zap germs. It encouraged them to post their scores, invite friends to play or share other content about the product, said Chris Pape, exec creative director at Genuine Interactive, Boston.

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kid-tabletThey are between 15 and 34 years old. Nicknamed the “digital natives”, they are the first generation of individuals who have always lived with the new technologies. They eat, read, inform themselves differently, and their cultural practices are shaking up the media landscape. Between traditional media and emerging players, two models are competing. Will the latecomers displace older lions? What options do traditional media have to counter their decline?

The rapid evolution of technology and the trivialization of its uses have marked people born between 1978 and 1997, which have matured in a technophile environment where computers, video games, MP3 players, webcams and cell phones are ubiquitous. Born into a transformed world, marked by the advent of the Internet and of the new media, they grew up surrounded by mobile, fast and individualistic services and applications.

In a country like France, this population now represents 15.7 million people, i.e. 25% of the metropolitan population and over one third of the workforce. By 2020, half of metropolitan workers will belong to this generation.

They are thus sometimes called “the digital natives”, a term coined for the first time in 2001 by Marc Prensky in a report on education. As early as the turn of the millennium, it became manifest that having grown up with digital technologies implied a change in the way one acts and learns. Marc Prensky diagnosed a cultural divide and campaigned for digital acculturation at school, in order to adapt school to the cultural context of the youth. His stance, generally considered to be simplistic by recent sociological literature, has been criticized on two points: the concept of “digital native” feeds generalizations in the order of caricature that simply confront two generations and it also tends to overlook the existence of social inequalities towards new technologies. It may then seem inappropriate, as such, to postulate the existence of a distinct generation. At most, a particular population can be identified, as agreed by J. Palfrey and Urs Gasser in their book Born Digital; a population which is diverse in its uses and its technological fluency. That said, it should be acknowledged that the intent of Marc Prensky is of another order: to make us attentive to important changes induced by changes in the environment caused by the massive use of new technologies.



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