In today’s world, people are often over-exposed and pestered by a plethora of advertisements and marketing campaigns and strategies. Why are some of these advertisements and marketing campaigns more memorable and profitable than others? Why are some businesses able to create advertisement campaigns that continuously increase the amount of customer interactions on the posts while others take losses on their advertisement expenditures? In this post, various effective and ineffective marketing strategies and elements will be discussed.
Preparation Before Action
Before any written or visual content goes into an advertisement or campaign, the most important task to complete is clarifying all business objectives that are associated with the advertisements, according to Greg Satell (2013). Advertisements meant to strengthen customer relations, expose a new product to current or potential customers, or increase profits from a lucrative product line have to be marketed independently and in different ways. Each category of ads must have set goals with specified groups of individuals. Advertisements and campaigns with the adequate amount of specificity for the target group will outperform general advertisements due to a personal connection that the potential customer receives when the advertisement criteria matches their personality or preferences (Ambs, 2013). Advertisements that fail to have set objectives targeted towards specific groups of individuals are likely turn out to be a waste of the individual’s or company’s time and money.
Tracie (2015). How To Market To Your Target Audience.
Once the objectives are determined, the delivery method of the advertisement must come into play. According to Anto Chittilappilly (2016), effective methods that have become popular for emerging media delivery are:
- Location-based Advertising: Advertisements that are sent to an individual once they go near a location. This method uses Geo-fence detection to send a perfectly timed advertisement for items such as coupons to a restaurant.
- Device-aware Advertising: Advertisements that are sent to an individual based on the location of the individual’s device.
- Native Advertising: Advertisements built and displayed within applications on an individual’s mobile device. The advertisements pop-up randomly while the application is running.
- Social Media Advertising: Advertisements using one of the various social media platforms. The advertisements can range from call-to-action sales to traffic jam alerts.
- Online Video Advertising: Advertisements that are displayed through a short video clip which it typically attached to the company’s website or a call-to-action link.
As most would guess, all of these effective delivery methods deal with digital media and mobile devices.
According to SeenBest (2013), many advertisement delivery methods have become outdated due to the increased use of technology. SeenBest (2013) believes the following methods are outdated:
- Direct Mail
- Yellow Pages Advertisments
- Newspaper and Magazine Advertisements
These methods are believed to be outdated because people rely heavily on their mobile devices and internet for information, which has allowed emerging media to take their place. In addition, people have become more skeptical than ever when receiving telemarketing calls, direct mail, or emails. In most cases, the potential customer will hang up the phone or discard the mail in the trash or spam folder, depending on the delivery method (SeenBest, 2013).
Construction of the Advertisement
Now that the objectives, targeting strategy, and delivery methods have been addressed, it is time to consider the specifics of the emerging media advertisement. There are three basic elements that can be used in an advertisement, which are text, images, and videos. These three elements can make up the entire advertisement individually, or they can be used in combination. According to Felicia Golden (2015), plain text advertisements are out-performed by image advertisements which are out-performed by videos when it comes to catching the attention of the current or potential customer. According to Heidi Cohen (2013), these are a few statistics that compare customer’s views about plain text versus visual content:
- 94% more total views are attracted to posts that contain an image compared to no image.
- 67% of customers believe that images related to the topic are important and could out-weight the written content of the message.
- 37% increase in engagement is experienced on social media platforms when the post includes visual content.
Visual content allows the target to easily consume the information that the person or business is trying to relay without confusing them with a surplus amount of text. The image can be used to display the product or service being advertised and is usable on any social media platform. In addition, images and videos are displayable across languages and cultures because they eliminate language barriers. This is due to the image or video conveying the meaning of the message instead of relying on the text. Below is a mistranslated message that only uses text.
Sevara (2008). Picture #21.
What Should a Solid Advertisement Look Like and What Elements Should Be Incorporated?
In summary, advertisements should start out with a clear set of objectives with concrete deadlines. The advertisement or advertisement campaign should be directed towards a group of individuals based on attributes, such as: race, gender, income, location, or education. To maximize results, digital content that catches the eye of the potential customers should be used. Text should be included with emerging media posts, but the amount should be limited to what is necessary. This will allow the potential customers to stay focused and remain interested.
Funnystack.com (n.d.). Where Animals Are Stars.
When applying an image or video to an emerging media post, make sure that it is creative and unique to the company or product. According to Lesli Walsh (2012), stock pictures are affordable and easy to use, but they are predictable for viewers and hinder the overall design of the advertisement. As said by Felicia Golden (2015), 90 percent of all information received by the brain is visual and can be processed 60,000 times faster than text. Leave a lasting impression with the potential customers by using a unique visual that describes the product or service and place a small excerpt below it with a clickable link or embed the link within the image.
How do we know if it is working?
No advertisement can be complete if the provider does not know the results. Big businesses spend a fortune on campaigns and software to accurately track their interactions, whether they be views, clicks, addition to carts with no purchase, or completed purchase transactions. Many pieces of software used to track emerging media interactions are provided for free on social media accounts or through other providers for the basic version (upgrading the package is how they make their money). Below are a few examples of advertisement tracking software that can be used for free or at low cost:
- Google Analytics
- Facebook Insights