Understanding Modern Advertising Is Very Critical
10 Feb
Clearly, whatever innovation the advertising industry is doing is concentrated in new media technologies and tactics.
Unfortunately, it’s increasingly hard to pick up the average magazine and get inspired. And the traditional advertising sections of awards annuals like CA are shrinking. Learning to do a simple print ads or radio commercial is tougher when you are surrounded by so many bad examples.
Marketers and advertisers are getting as excited about the internet’s resurgence as they did at the launch of TV. The growth of high speed broadband, and the number of online users, has opened new windows of opportunity for reaching consumers. Internet advertising is developing at a frantic pace, and its growth has already seen it overtakes newspaper and magazine revenue with TV now firmly in its sights. Understand the purpose of marketing. Many advertisers believe that they product or service is so good, it could just sell itself. “if people just knew this, I would be rich”. Well perhaps that is sometimes true, but more often than not, a product or service needs to be promoted. You need to express the value of your product or service to new consumers in a simple and easy to understand way.
“Messaging” is critically important. “Ad Quality”. Your ad will dramatically impact the performance of your campaign. Professional ads nearly always result in higher click through rates. Like most things “you get what you pay for”. how professional it looks, etc.This will have a major impact on your success. And do not feel this has to cost thousands of dollars. There are several developed partnerships with various creative firms to help advertisers get high quality ads inexpensively.
“Have A good website”. Your website must be designed in a way that encourages the user to do what you want. Many consumers are leery about buying online from websites they aren’t familiar with. Give them great product information. Make it so you can capture their information so you can call them. Make it easy to buy. Be sure the value proposition is right on the front page of the website. Advertising and marketing is all about frequency. Do not expect to play your ad once to an user and they are going to buy your product. Effective advertisers use frequent advertising to reinforce the value to the consumer and to catch them at the right time. It takes repetition of ads to the right target audience to generate strong sales. It is all about the numbers and it takes a lot of advertising to get results. Once you build a name, far less advertising is needed to maintain the same marketing momentum. “Use a promotion”. If you want to attract more interested consumers, create a promotion. Give them some reason to act now or they will lose the opportunity at this great deal.
Create a sense of urgency. All good advertising campaigns have a “call to action” which basically tells the consumer exactly what you want them to do. “Buy today and get free shipping on any order”. “Fill out this form today and you will be entered to win our weekly drawing”. Something to this direct effect. “Use the Survey Feedback”. Ask them if they have ever used a products like yours before.
Ask them questions and then use these answers to refine your advertising. You learn that woman between the ages of 25 and 45 really like your product, do not waste dollars advertising to men. If teenagers on the west coast responds highly favorable to your ad, then continue to target them and not others. So use the rating feedback to refine your advertising campaign to have it be the most cost effective for you. In summary you want to be able Grab your targets attention, create curiosity, provide details and have a call for action. Focus and persistence drives all the time.
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