Ads are everywhere. In magazines, newspapers, flyers, on billboards, TV, and radio. They have multiplied like a family of rabbits. Of course there are ads on TV, radio and newspapers. Put on top of it all the ads in emails, ads on social websites, and ads everywhere else that is possible online. No matter where consumers go, they are inundated with “In Your Face!” “Look At Me!” ads.
The estimate is that the average American is exposed to between 1,500 to 6,000 ads a day. Every single day. There is no getting away from them. One would think that with this many ads being viewed each day by millions, companies’ revenues off these ads would be a staggering amount. As much as all business owners would love that to be the case, it’s not. Since consumers cannot avoid these thousands of daily ads, they have found a defense in the next best thing. They are ignoring them. Clicking right past the ad before really ever seeing it. Mentally blocking it before they have even made a conscience thought to do so.
“The good thing about social media is that advertisers can target audiences much better, the ads can be shown exactly to those who matter, by age, gender, interests, job, friends, location, etc. The bad thing is that social media ads are displayed when people want to communicate and interact with their friends, not when they want an answer to a question, like “Where can I buy a new guitar?” The intent to click (and purchase) is almost totally absent in this situation.” –Raul Popa
If you aren’t worried about being shut out by your audience with your current marketing techniques, you should be. You business’ future depends on it. Customers tune out and imprint negatively with advertising that is too much. On top of that, consumers are demanding blatant advertising be blocked externally. Enter paid software programs.
“Internet advertising is also being [rendered ineffective] from ad blocking and ad injection technology. It is possible that digital advertising could be significantly altered in the very near future, threatening the economic foundation of companies like Facebook, Google, and YouTube. The industry needs to come together rapidly or the future is going to get very weird on the internet.” –Mark Schaefer
People are paying premiums NOT to view your advertisements. So something needs to change, and it better be you; embracing better methods of reaching your customer. It takes some thought and practice to go from the “In Your Face” advertising to more consumer-tailored interaction. There are a few things to consider when making this shift.
1) Social media is there to be social. If you want your ads to be noticed and actually clicked on you will need to remember to be with your viewers. Join every online community (that fits your business) and be a part of the conversation- get into the content space. “People don’t necessarily want to be marketed to, so brands should look to create engagement and conversations at every consumer touch point. We aim to make everything we do a catalyst for conversation.” It’s about the conversation. Ads that are embedded within the content are much more likely to draw attention and get results. When posting, keep it:
· Open to comments and discussions
· Instead of trying to sell offer to help
· Frequent but not overly done
2) Keep your ads honest and real. It is true that there are tricks to get people to click on your ads, but those tricks are well known — and disliked. Tricks create a sense of distrust right from the beginning. That is not the way for your business to start a long-term relationship. Let others know why they should choose you over your competitors, but do it honestly. Keep it real. Make your post an inviting one that lets your viewers know they are free to comment or to ask questions. Being able to connect with a real person goes a long way in business. Make sure you check back frequently to answer questions and resolve any issues. This is another great opportunity to not only promote your business but to promote your customer service and will show the integrity of your business.
“Creative energy will see a shift away from agencies and towards publishers and platforms. An increasing number of the brightest creative minds will abandon stand-alone agencies for creative divisions of media companies and tech companies, and in turn, these will become the go-to shops for best-in-class brand services.” –Jeff Beers
3) Consumers are the people who are looking for your stuff. They want to be the ones in pursuit, not the other way around. You don’t have to shout. In fact, the more enticingly subtle, the better. Some of the best-placed ads and advertorials are with influencers (like celebrities). People know, like and trust these influencers. People already want to know everything about their idol, from the cars they drive to the coffee they drink. Companies who associate themselves by being “placed” will find customers’ doors already open. Customers are happy to learn the exciting things to the mundane, and all the sponsorships in between.
Kim Kaupe, co-founder of ZinePak, describes a scenario where fans of Katy Perry go online to learn more about their favorite music artist. While learning more about her, the charities she works with, her likes and dislikes, readers will find that they too can look like her by using her new line of makeup. This ad for makeup was strategically placed so that readers didn’t feel that it was in their face, but more of learning about their icon and how to be like her. This is a great example of being there to help the customer. Instead of looking at it with intent to sell something, approach it with the attitude that you are there to help your customers with whatever desire they have. Create an ad that lets them know that you are there to help them. Know your product and services, know your audience.
The need is for brands to work on a timeline that matches culture, not ad campaigns. –Jeff Beer
4) Keep your ads short and to the point. So much of online viewing is done through mobile devices. Screens on mobile devices are small and there really isn’t room for big ads. Keep your communication short and to the point. There is no need to put out a press release or a full explanation of your product in a conversation. Space is limited and there are millions of companies competing for the ad space. Businesses who are creative, unique and personable will always win.
“Transparency is the new black. Consumers expect more information from the brands they use and they expect brands to do good. They want to know who they are and what they stand for. They reward companies that have similar values and ask, “Is the brand good for me (the consumer) and good for we (society as a whole)?” Brands have to be more transparent in a genuine and authentic way — to live and demonstrate their values — they need to walk the talk. If they do, they will win both the hearts and the minds of consumers, which builds sales overnight and the brand over time.” –FastCoCreate, Sector Forcasting
5) Post frequently, but not too frequently. On social media you need to post often, and be there when the conversations are happening. However, you need to be careful with what types of ads or posts you are putting out there. Customers may easily get annoyed with an overabundance of ads, even from their favorite store. Annoyance can turn into hate and that’s definitely not a place you want to go. You will need to figure out how much is too much for your audience. Change up your ads. Don’t keep posting the same one over and over. Your brand stays the same (reliable and recognizable) but consumers will see a change up that offers variety and interesting new content. You can go between quotes, images, texts, videos and songs.
6) User generated content will soon far exceed the company-created-brand. The sooner you embrace this, and use it to your advantage, the better. “The future of advertising will find that most branded content will come from consumers,” explains Jeff Beer. Taco Bell explains their consumer/business integrated model:
“At Taco Bell, we look at three approaches to content: Create, Co-Create, and Curate. Create is our own content, co-create is content created in partnership with consumers, and curate is taking the user generated content we like and showing it to more people. The most important ingredient in all of this is authenticity. We are lucky we have passionate fans that do wonderful things like create dresses out of sauce packets — now that is true passion!” –25 Predictions For What Marketing Will Look Like In 2020
7) On standing out: Different is good, but only if it is better than the rest, or more enjoyable.
“Most people walk down the street on their legs. Does that mean I walk down the street on my hands? Do I wear my underwear outside of my pants in the name of being different? Not usually, no. Then again, walking on my legs and keeping my thong on the inside have worked just fine thus far. I don’t fix it if it isn’t broken. Different is better when it is more effective or more fun.” — Timothy Ferriss. The 4-Hour Workweek, Expanded and Updated
The future of marketing is not “In Your Face”. Any unwanted marketing could do more damage than good by wasting company resources and leaving would-be-consumers with a negative associations. Be genuinely involved in relevant social media conversations. Be honest and transparent. Invest in targeted influencers and product placements. Keep communication short and sweet, consistent and interesting. Be what your customers need. Finally, embrace plans for user-generated content. Consumers’ voices are being heard and answered, and that makes them happier. Happy customers reward the businesses that make them happy. Is that you?
Post Source: https://medium.com/@SeanBurrows/ad-battleground-news-consumers-are-winning-5003b24c905f