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The future of print advertising: Interactive ads?

(Business Marketing) Motorola has gotten creative with their most recent print advertising campaign, proving that print advertising can still be cool.




Motorola has gotten quite clever

We have covered the future of advertising in the real estate industry; the evolution of advertising to include placing ads on your body; and the effectiveness of using humor in your ad campaigns, but nothing quite like the new Motorola ad.

Creating a new and innovative ad for online markets, is not quite so difficult, but creating one for a print ad that engages the consumer, is quite the task. Motorola seems to have found an interesting way to accomplish this.

Taking print to the next level

Motorola has taken print advertising to a whole new level. In the January issue of Wired, Motorola features an advertisement that is completely interactive. The ad uses paper-thin components, including a battery and LEDs, to achieve a full-page ad that allows you change the color of the displayed Moto X phone.

The bottom of the page has a pull tab to activate the battery and you can then cycle through the eleven color choices on the keyboard-like buttons. This is designed to engage the consumer in full range of customizable options being offered by Motorola. Only a small portion of audience will get to see the ad, however; it is only being offered to New York and Chicago markets.

Innovating advertising

TJ Panell, a representative of JMR Graphics, a nationwide bus wraps manufacturer, says, “Motorola has made a very innovative advertisement for their product. Customer interaction is a great way to engage the consumer with your product and your brand. Also, the visual aspect of the ad is terrific. It is colorful and interesting, which will generate interest in both the ad and the product.” JMR Graphics is an award-winning Nationwide 3M Certified Manufacturer of Graphics for over twenty five years, so for them so say this is effective advertising, is really a testament to its intrigue.

Online advertising seems to be constantly evolving; print advertising has not had quite the same evolution, until now. Motorola seems to have upped the print advertising bar and it will be interesting to see what other innovations competing companies engineer to wow consumers like this color-changing fun.

Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.

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1 Comment

1 Comment

  1. Interactive Advertisement

    May 8, 2015 at 6:11 am

    The future of Print advertising facilitates merchants through the geo-targeting feature available to track and attract customers based on their proximity, facilitates to visualize product catalogs and enhances brand recognition if combined with gamification which works as an incentive to drive purchase.

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Business Marketing

5 ways voice is changing the SEO game

(TECH NEWS) As voice assistants take over our lives, you may worry how your SEO fares in this new, uncharted territory. Let’s discuss.



voice and SEO

SEO is a moving target. The standards change constantly so, despite years of experience, many web designers struggle to meet all the optimization guidelines. How, then, can any business confidently approach the web design process? It starts with recognizing those evolving norms, the newest of which is voice search.

Why Voice Search Matters

For years, the dominant SEO rule has been mobile first. The introduction of voice recognition systems, like Siri and Alexa, to smartphones has dramatically changed how we interact with devices. In fact, 20% of Google searches are voice searches with that number expected to grow rapidly over the next few months. Businesses and web designers, then, need to make sure their sites are voice ready if they want to stay relevant. Though the sites may stay the same visually, they need to gain a new edge functionally.

From The Ground Up

Modifying your website to support voice search isn’t as simple as many other SEO transitions, but if you take a ground up approach to the process, you’ll be able to reshape your website around those changes. Still, you’ll need help to do this correctly. When adapting your website for voice, SEO consultant Aaron Rains recommends hiring an expert for a full site audit and analysis to maintain your page ranking. You don’t want your page to take a rankings hit because you’re trying to keep up with the trends.

Expanding Your Device Options

In addition to its advantages from a mobile perspective, making the move to voice search also means expanding your site’s horizons by making it more accessible to new devices, particularly the smart home speakers that are gaining in popularity. Users are particularly comfortable with these devices because they rely on natural speech patterns rather than half-formed search terms. Children growing up with these smart speakers in their homes seem to view them as part of the family and will be native voice search users as they grow.

Snippets For Search

Part of updating your website for speech is optimizing the content to match changing search patterns. One of the key ways to do this is through the use of featured snippets.

Featured snippets are designed to help put your website in the #0 spot – the top ranking. To do that, you’ll want to put the answers to your most popular queries in the first few sentences on your page. This is especially for purchasing and local search since people frequently use voice search to find local businesses. If you can optimize for the most important snippets early on, you’ll be way ahead on the competition and have a greater ROI.

Rebuild and Reassess

After modifying your website for voice, you may find your rankings initially drop. That’s because you need to request your site be re-indexed. Otherwise, search engines won’t be able to match queries with your new site content. Re-indexing will put all of your new information into effect and make it possible for users to search using the featured snippets. Re-indexing your site will also help you ensure that you haven’t interfered with the crawl-ability of your site.

Experts expect half of all searches to be voice-driven by 2020, but since 50% of users with voice search access already use it at least occasionally, now is the time to act. Even if many users are still wary of voice search, you can’t afford to fall behind. Those users will still be able to rely on traditional text search mechanisms, but that won’t help voice enthusiasts. If you lose those early adopters now, they might not come back when you’ve caught up with the voice search revolution.

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Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.



offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

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Business Marketing

The science behind using pictures of people in marketing to convert more leads

(MARKETING) People fear using their picture in social networking profiles, but we make the case not only for using pictures of yourself, but of scrapping stock graphics for photos of people that studies show improve conversion rates in marketing.



photos-of-people in marketing

To avatar or not to avatar?

After all of these years of people using the web, the debate continues about whether or not people should use their headshots as their profile pictures and avatars on their blogs and their social networks. Many people are uncomfortable with the way they look in photos, and some are never satisfied with their picture, so they settle for their company logo, a cartoon image, or a random photo to share something about who they are. While some believe the argument is subjective, we would argue otherwise.

It is advisable to use a photo of yourself as your profile picture wherever you go, no matter how unsatisfied you are and how uncomfortable. There are many reasons from making it easier to connect with people offline after talking online, to giving people a better way to connect with you, but a personal side has become expected on social networks and blogs, making a profile picture culturally mandatory.

Throw culture out of the window

So let’s say you’re still uncomfortable advertising your face. I personally hate every picture of me taken since I was 11 and had a bad perm, I get it. Profile pictures can send some people into full fledged panic, and at that point, who cares if web culture dictates a photo?

You should, and here’s why… science.

Science? Yep. Any parent knows intuitively, and scientists have studied for years that babies love pictures of other babies, and part of socializing a child is giving them books with pictures of other babies to connect with, learn from, and see other ethnicities. Babies love looking at other babies, it helps them connect and learn, and believe it or not, many studies show that we don’t evolve past that point in our lives, so, adults love looking at other adults.

More science

If that isn’t enough to convince you to use a profile picture, a recent study shows that a website’s conversion rate can be skyrocketed by using human faces. According to, using human faces “get your prospects to focus more and this causes them to draw towards a common point of interest. It doesn’t get more real than that.”

The company cites an A/B test on, an online art shop, which presented paintings from artists on their homepage, and during testing, they swapped out the photos of the paintings with photos of the artists hoping to increase user engagement. KISSmetrics said, “Making this small but relevant change sent their conversion rate through the roof – something they didn’t expect. Their site experienced a whopping 95% increase in conversions!.”

Reading between the lines

Using a photo in your profile pictures is important, it allows people to connect with you, just like babies connect with other babies through photos, and website viewers are converted by human photos. But, read between the lines here – using photos of people in marketing is a concept as old as the idea of marketing, and your using people in your blog photos and marketing can improve your conversion over outdated stock graphics. There are legal ways to obtain photos of people (through creative commons), and using photos of your own can have the most meaningful impact.

Whether you’re nervous to share your face with the world or not, web culture dictates that you should and studies show that a percentage of people distrust social networkers without a face shot. Independent of all of that, conversion rates improve when people see other people, as it is easier to connect with over stock graphics or abstract images, so take a leap of faith and put your picture out there, and while you’re at it, try to find ways of using photos of humans in your marketing and blogs.

Just remember – babies love looking at pictures of babies, and we’re all just babies when you boil it down.

This story originally ran here on March 6, 2012.

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