The marketing revolution of Canon


Canon is a Japanese multinational corporation specialised in the manufacture of imaging and optical products. It used to produce optical glasses and cameras. With the development of the technology, almost everyone has a camera on their smartphone in the digital age. The consumption of the camera is decreasing. As I remembered that my parents had bought a camera 20 years ago, they want to use the picture to record the family time. But now I even can not found this camera. It has been forgotten due to all of my family members have their self-phone which is more convenient and multifunctional than a camera.

All marketers should have the market sensitivity which is an ability to catch the trend of products and predict the development of goods. Taking appropriate action before the customers have realised the changing of the environment. Therefore, this blog is going to talk about how Canon can stay relevant in the digital era.

One of the Canon marketing campaigns is “there is a ‘good enough’ attitude in the marketplace. ” The marketers believe that they need to overcome this opinion by engaging their company culture to the audiences. If the customers want to take a extreme quality photo and video, it can not achieve without a Powershot (Canon products). This campaign is most likely to target the customers who care about the high-tech products should have a Canon.

To match with the digital era, Canon keeps launching their product to satisfy customers’ need and gain the market share. And also generating novel advertisements to capture customers’ eyes. As Canon travel further into the digital future, the company bringing its new generation electronic products and marketing concept to customers.


Such products like newspapers, Kindle also need to consider about their development in the digital era. What actions should they take to overcome the situation?


The prospect of the interstitial advertisements

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Interstitial, also referred to as banner or pop-up ads, may be calling on death’s door. The picture above is a screenshot from Youtube. There is a paid interstitial video advertisement before every video on Youtube. However, there also is a function called Youtube red which means that customers can set their website to  skip the advertisement automatically.

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In the beginning, interstitial ads had been praised for their attention-grabbing ability by most of the marketers and companies. But now, marketers and advertisers found it difficult to measure the impact that this intrusive ad format is not as efficient as before. There is evidence shows that interstitial ads are now proven to lead to higher bounce rates and lower conversion rates. Due to a study found that when users were presented with an interstitial ad, 69% of visits abandoned the page entirely. Therefore, interstitial ads have led Google to take some actions to decrease the SEO ranking for sites that continue to use pop-up and banner ads.

The risen of the ad blocking software seems to solve those problems related to the interstitial ads. Also, marketers need to improve their ability to attract customers rather than interfere with their purchase and browsing experience.

However, most of the user generated contents reflect that the video has become the best advertising feature. According to a survey, there are 37% of internet user (based on a 2,000 sample size) said they prefer companies to communicate with them through video rather than other digital marketing campaigns. Therefore, the advertiser and marketer need to create new marketing campaigns to instead the achievement of interstitial ads. Such as using the inter scroller ads to replace the interstitial ads; use the video ads to replace pop-up ads.

For digital marketing advertisers and marketers to engage with their target audiences, they must adapt to the ever-evolving demands and expectations of Internet users with the new creative formats that designed to optimise user experience.

After reading this blog, do you think where the interstitial ads will go in the future?