"Smart advertising is much more than marketing – it can be used to uncover user needs"
"Smart advertising is much more than marketing – it can be used to uncover user needs"
Dafna Altman, VP Creative at Mavens, spoke at Calcalist’s Gaming Conference in collaboration with Google and Playtika about the power of marketing to anticipate and even influence the needs of users.
"Smart advertising can drive new traffic to games and anticipate the future thoughts and needs of users," said Dafna Altman, VP Creative at mavens, in her remarks at Calcalist’s Gaming Conference, held in partnership with Google and Playtika. "Advertising is much more than a way to sell a product - if you're willing to listen to what consumers think and want."
Altman believes that advertising in the gaming world is not just about marketing a product but far more than that, and perhaps something entirely different. "I come from the world of advertising, with many years in high-tech. I established creative departments at tech companies and had the privilege of working with major companies like Sony and Zynga, which also acquired [mavens].
"Today, I manage a product division. Advertising is much more than a way to market a product; this has been understood since the early 20th century. For instance, California orange companies didn’t just sell oranges - they found a new way to consume them: by drinking them. Gillette once sold razors only to men. Women didn’t shave their underarms or legs. Then, they released an ad featuring a woman with hairless underarms, which helped create a new female market through a series of campaigns.
Altman also provided another historical example of how advertising can do much more than just market a product: diamonds. "To this day, people propose marriage with a diamond ring thanks to an advertising campaign that linked diamonds to eternal love," Altman explained. "De Beers sought to connect diamonds with love and launched an advertising campaign promoting diamonds as a symbol of eternal love."
