Advertising technology and marketing seem to be strictly related to sales and exist separately. IN
But advertising technologies are not only penetratingour life, but are also “born” from it. For example, the first street advertising appeared thanks to the heralds, who first announced the content of the decrees of the monarchs on the streets of medieval cities, and only then began to "serve" the interests of merchants and local shops. Many of you played blind man's blind as a child: when you need not only blindfolded and in silence to find friends hiding or running away from you, but also to tactilely determine who is in front of you by one or another sign. And today, thanks to algorithms, a business finds its customers, determining their belonging to the target audience by interests, behavior and needs. For a number of characteristics, even without feedback, automation platforms manage to find customers and then connect with them in such a way that the likelihood of buying a product or service is higher than before.
And if you think that on this applicationadvertising technology in everyday life ends, then you are wrong. Marketing techniques are used by detectives, IT specialists and hackers, inventors and scientists, and some technologies even came to us from the cinema. Therefore, we have compiled for you a selection of films in which the main characters use advertising technologies.
"Knives Out": Detective Benoit Blanc and his method of deduction, as well as Miles Bron and his mailing lists
In the second part of the saga about detective Benoit Blanc -“Knives Out: The Glass Onion” - the filmmakers do not change the traditions of the famous novel by Agatha Christie, which is now called “And Then There Were None.” The characters come to the island to attend a party for crazy tech entrepreneur Miles Bron, based on Elon Musk. Bron uses an unusual method to invite guests: he sends them a puzzle, only by solving (or breaking!) which they can receive an invitation with an address and time. Adding to the intrigue is the fact that guests are invited to take part in the murder of the party host.
Shot from the film "Knives Out 2: The Glass Onion"
Newsletter is still one of the most effectivemarketing tools, only instead of Reader's Digest letters, email is used today. Marketers personalize the content of the newsletters, engage the audience and, as a result, increase customer loyalty and the likelihood of new and repeat sales.
Famous for the first part of the movie “Knives Out”Detective Benoit Blanc also happens to be among the guests, and as usual it falls to his lot to figure out who is really involved in the murder (no spoilers: if you want to find out what really happened, watch the film). For this, he has enough initial data: he knows the biographies of all the characters, he carefully follows them all day, he notices what they say, and even sends his companion to rummage through their things. All this gives him enough data to determine the motives of each of those present at the party, as well as to build a logical chain that led to the verdict: “Killer -….”
Marketing automation platform CalltouchLeeds is able to analyze user behavior (site visits, calls, applications, transactions, inaction) and, based on the received metrics, convert them into additional sales.
Based on "invisible" for the user himselfcharacteristics (from socio-demographic to more specialized metrics) and its Internet behavior, the platform can not only track events from the client (returned to the site, called, deal changed), but also return to the site by sending SMS or calling, even without a number phone.
Minority Opinion and Ad Personalization
John Anderton played by Tom Cruisefinds himself on the run because of predictive analytics - in 2054, according to the filmmakers, AI will be able to predict how and when a certain person will kill someone. Algorithms draw their conclusions on the basis of technologies that analyze the human psyche.
Shot from the film "Minority Report"
In the process of partially changing biometrics - Johnchanges his eyes - Tom Cruise's hero understands that it is very difficult to escape from the system and it is literally watching him at every turn. He is especially surprised by the advertising, which adapts to his personality as he moves around the city of the future, and images on screens and holograms address John with personalized offers.
The film was released in 2002, and then its screenwritersit seemed fantastic, but 20 years later nobody is surprised by this: on the web, advertising is not only personalized to the user, but also gives him offers based on forecasts of his preferences - on the supermarket website they already know that you do not eat meat, and they offer you substitutes, and banks form mortgage offers because they know you're married.
Personalization is no longer know-how:It has been proven that 80% of consumers are most likely to make a purchase from a company that uses personalization. In addition, it helps to focus the attention of the client. If you watched the section with milk, and then got distracted, you will be reminded. Not only the mailing list can be personalized, but the entire site: many retail companies today adjust their product feeds to user categories and significantly increase sales.
"Generation P" and adaptation to local markets
The hero of the novel of the same name by Victor PelevinVavilen Tatarsky is working on adapting Western products for Russia, which has opened up to foreign markets. He, as a “creator,” understands that in the form in which products are advertised in the West, they simply will not work in Russia, so he comes up with advertising campaigns that would correspond to and play with Russian realities.
Frame from the film "Generation P"
In fact, he implemented the products in this waymedia environment, so that the consumer has the feeling that it has not only always been here, but was actually created in Russia. Just look at his iconic slogan for the famous brand of cigarettes: “And the smoke of the fatherland is sweet and pleasant to us.” It would seem that Tyutchev has something to do with it, but in one line there is an allusion to the shelling of parliament in 1993 and the naming of those very cigarettes.
Local branding is an important componentmarketing, as it directly affects sales. One famous case in Africa with the baby food company Gerber illustrates this impact perfectly. They tried to understand why their product was not popular and the company was losing money, but it turned out that the classic packaging with a cute baby face was not suitable for the African market. There was usually a picture of the ingredients on the packaging, because most people simply couldn't read.
The Matrix and the Internet Footprint
The main character of the film saga Neo, aka MisterAnderson, is found by his future guru and guide to the real world - Morpheus - using a code left on the network. Moreover, he even writes to him on his computer to get in touch. Back then, back in 1999, it looked like something fantastic and similar to the actions of sinister hackers. But today no one is surprised by the fact that if the day before you looked at something about winter sports equipment in an online store, then tomorrow all the sites you open will be full of offers to buy skis or snowboards.
Shot from the film "The Matrix"
In The Matrix, the filmmakers, the Wachowski sisters,actually predicted how modern marketing systems can find a user using an advertising trail and offer him services and products, personalized offers, etc.
Today algorithms can collect ourInternet footprint and analyze behavior in order to ultimately offer us a suitable product. This is done by automation platforms that monitor which links on the site the user followed, what else he looked at, and based on data that can be purchased from other companies, you can create a digital portrait of a potential client in order to offer a product or service that suits him. needs, or establish communication to engage and increase loyalty.
"Joy" and "ringing" customers
The main character Joy, performed by JenniferLawrence comes up with an innovative super mop, but doesn't know how to sell it. In this she is helped by the classic “calling” of clients, which today is replaced by algorithms that track a person’s interests and make a call back to offer services.
Images from the movie "Joy"
But in the 90s when the action takes placemovie based on real events, there were no algorithms yet, and the notorious call centers had just entered their heyday, so Joy Mangano used the yellow pages to find the first investors and clients. And, I must say, successfully, otherwise the film would not have been made about it.
Marketing automation platforms andincrease sales today are able to automatically send SMS, emails and call potential customers, even if the business does not have their contacts. To do this, they turn to mobile operators, so such mailings are legal. Calltouch Leeds allows you to use new communication channels, as well as return customers to repeat purchases or motivate them to make new purchases.
“No” and the impact of images and omnichannel
Chile, 1988.The country is holding elections organized by local dictator Pinochet. Of course, he had to win, and the elections themselves should have made him the legitimate head of state. However, things didn't go according to plan because of an advertising specialist. He decides to help the opposition and shoots completely non-election videos (on the contrary, advertising ones, as if they were a promotion for a new food product) with the simple slogan “No.” The slogan becomes a symbol of protest, and sickly happy people with fresh baguettes on the screen become the very dream that voters strive for.
Shot from the film "No"
The film details how one channelcommunication (TV) goes to other channels - offline. In fact, Bernal's hero predicted omnichannel, and also showed how, with the help of a cultural code and simple language, you can convince the viewer to do something that can change the life of an entire country.
Omniality is now a hallmark of digitalbusiness hygiene. Users, and especially "digital natives" - representatives of the generation "born" with a smartphone in their hands, are used to the fact that they can contact the company through any of the communication channels, and also refuse the classic call. Therefore, business not only actively digitizes communication, but also automates it, and also makes it seamless.
"Superiority" and AI algorithms
Johnny Depp's character - scientist Will Custer -infuses his consciousness into AI to save himself - his opponents eliminate him using polonium. The reason for this is the creation of a computer that could unite all the knowledge of the world.
Shot from the film "Superiority"
His consciousness in AI becomes more than justalgorithm, it begins to involve followers and expand - to form a community of a semi-religious nature, which allows you to change world paradigms and operate in completely different conditions, where technology and knowledge play a paramount role.
The film tells about the possibilities of technology in real life, how a digital algorithm can buy a city, become a god and increase power at the expense of its followers.
ChatGPT is a prime example of how AI canovernight to change lives: he is already writing diplomas for students, replacing employees, and even able to write a presidential speech. Of course, it is also used for marketing. Businesses are asking ChatGPT to write SEO guest columns, SMM posts, and even a pitching presentation.
AdTech is increasingly penetrating our lives:Moreover, many technologies come to us from films, the creators of which predicted the needs of the industry, while others, on the contrary, inspire screenwriters to make plot moves.
Detective Blanc, Mr. Anderson from The Matrix andother movie characters used advertising technologies hardly realizing it. They searched for the killers, the truth, expanded their knowledge and participated in life-changing changes. Business has the main goal: to attract potential customers, involve them in communication, provide a service or offer a product and, of course, make a profit. Although the way to find them is very similar to a detective story: the Calltouch Leeds platform uses the same tricks for this as the protagonist of Knives Out. The service analyzes the characteristics of users hidden in their Internet behavior, in their metrics, for their subsequent transformation into profit and involvement in omnichannel communication.
Advertising technology and real life are increasinglyare mixed up: all because our life is based on the need for communications, and it is AdTech that is able to make them more convenient, more technologically advanced, and also optimize communication - both between people and in the business-client chain. All parties benefit: the business makes a profit, the customer gets the desired product or service, and the detective finds the suspects.
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On the cover is a shot from the movie Knives Out 2: The Glass Onion.
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