The trust factor. You can overcome this healthy skepticism by leveraging the most trustworthy of ad mediums. Mobile Advertising Mobile dominates the internet economy, as consumers spend an average of 5 hours per day on mobile devices. To reach the right audience with the right message, you can use a variety of mobile advertising types: Banners Native ads Video Interstitials 2.
This classic advertising medium boasts outstanding reach and engagement. Source: Social Media Examiner This rich media format is both highly informative and easy to consume, perfect for illustrating the benefits of your product in a genuine and memorable way. The best videos ads arrive with precision and impact, helping to: Net impressions Develop brand awareness Feature new products Secure conversions Encourage organic shares And unlike TV, video virality activates audiences.
You pay only when the viewer clicks your ad. Retargeting Ads Retargeting ads are a powerful tool for securing conversions. Once a site visitor accepts your website cookies, you can track them via a retargeting pixel. Podcasts Providing a blend of influencer marketing and on-demand radio, podcasts are an underused yet highly effective ad medium. Source: Salesforce Blog Podcast listeners are mostly educated, affluent, and urban.
Trust Your Ad Campaign Ultimately, trust begets revenue. Brands must use the mediums that earn instant credibility and achieve quality engagement. Related articles. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10 million online population for survey inclusion. In the wake of COVID, marketers are wondering which consumer behaviors will stick and which will revert? A Multi-Mix Media Approach Drives New Product Awareness; Nielsen survey shows that a mix of media and word of mouth advertising garner the most success in raising consumer awareness.
Global Nielsen news and insights delivered directly to your inbox. If we have the disposable income to make these discretionary purchases, why should we not do so, and why should advertisers not advise us of their availability? By definition, advertising aims to persuade consumers to buy goods and services, many of which are nonessential.
Although consumers have long been encouraged to heed the warning caveat emptor let the buyer beware , it is a valid question whether advertisers have any ethical obligation to rein in the oft-exaggerated claims of their marketing pitches.
Most consumers emphatically would agree that they do. He asked whether it is possible for a sophisticated advertising campaign to create a demand for a product whose benefits are frivolous at best. If so, is there anything inherently wrong with that? Or are informed consumers themselves responsible for resisting tempting—though misleading—advertising claims and exercising their own best judgment about whether to buy a product that might be successful, not because it deserves to be but simply because of the marketing hype behind it?
Psychological appeals form the basis of the most successful ads. If advertising frames the purchase of a popular toy as the act of a loving parent rather than an extravagance, for instance, consumers may buy it not because their child needs it but because it makes them feel good about what generous parents they are.
This is how psychological appeals become successful, and when they do work, this often constitutes a victory for the power of psychological persuasion at the expense of ethical truthfulness. Purchases are also affected by our notion of what constitutes a necessity versus a luxury, and that perception often differs across generations.
Older consumers today can probably remember when a cell phone was considered a luxury, for instance, rather than a necessity for every schoolchild. On the other hand, many younger consumers consider the purchase of a landline unnecessary, whereas some older people still use a conventional phone as their main or even preferred means of communication. The cars and suburban homes that were once considered essential purchases for every young family are slowly becoming luxuries, replaced, for many millennials, by travel.
Generational differences like these are carefully studied by advertisers who are anxious to make use of psychological appeals in their campaigns. A consumer craze based on little more than novelty—or, at least, not on necessity or luxury in the conventional sense—is the Pet Rock, a recurring phenomenon that began in Pet Rocks have been purchased by the millions over the years, despite being nothing more than rocks.
Is this a harmless fad, or a rip-off of gullible consumers who are persuaded it can satisfy a real need? In the annals of marketing, the Pet Rock craze denotes one of the most successful campaigns—still unfolding today, though in subdued fashion—in support of so dubious a product. As long as marketers refrain from breaking the law or engaging in outright lies, are they still acting ethically in undertaking influential advertising campaigns that may drive gullible consumers to purchase products with minimal usefulness?
Is this simply the free market in operation? In other words, are manufacturers just supplying a product, promoting it, and then seeing whether customers respond positively to it? Or are savvy marketing campaigns exerting too much influence on consumers ill prepared to resist them? Many people have long asked exactly these questions, and we still have arrived at no clear consensus as to how to answer them. Yet it remains an obligation of each new generation of marketers to reflect on these points and, at the very least, establish their convictions about them.
A second ethical question is how we should expect reasonable people to respond to an avalanche of marketing schemes deliberately intended to separate them from their hard-earned cash.
For one, the booming popularity of podcasts has effectively replaced radio amongst younger consumers. And streaming music through Spotify, Apple Music, and Amazon Music is now the most common way to listen to music. When was the last time you bought a CD? This is good news for your company. The diversity of podcasts means your audience is likely tuned in to a few different shows that fit your niche and industry. If you were to sponsor a podcast and have your ad read by the host during the show, you will be able to reach potential customers while they are already engaged and primed to be thinking about topics related to your services.
And since the ad is being read by a host who they like and trust, it will make it very easy for you to gain instant credibility with them. On the streaming audio side, the free versions of both Spotify and Pandora allow you to run ads to consumers in-between songs. You can start by targeting listeners by their demographic information, such as their age, gender, and location. From there you can fine-tune your audience by what type of music genres and podcast categories they tend to listen too.
And you can even take it a step further with more advanced context targeting such as advertising to people who are listening to themed playlists such as cooking, studying, relaxing, etc. Now, while all of the targeting options of streaming audio and podcasts are great, sometimes you just need to reach a really broad audience that fits your demographic.
You can reach a more niche audience with radio airtime than you can with television advertising. Make your commercial a DIY project, or spend a few extra dollars to get a creative development to record something snazzy for the airwaves. Advertising via direct mail can be highly targeted and personalized. Businesses can purchase mailing lists and reach smaller market segments based on demographic analytics. Colleges and universities are prime examples of using personalization in their direct mail advertisements to cater to the ethos of prospective students.
By including a special offer with an expiration date for your product or service, you can easily keep tabs on the profitability of your direct mail advertising campaign. Looking for a place to get started with direct mail advertising?
A good place to begin can be simple thank you notes sent out to all of your customers at the end of the year around the holidays. Is email marketing still a thing? Why is email marketing so effective? It all comes down to your subscriber list and how you can use the power of smart email marketing to move potential customers down your sales funnel. As they say, the money is in the list — and this is as true as ever today.
You can also add Call-to-Actions and sign up forms throughout your website to start building out your email list. Now, once you get someone to subscribe to your list, the relationship has changed.
These people have essentially raised their hands saying they want to hear from your business and are giving you permission to email them directly. For one, you know these people have an interest in your company, so it makes sense to keep the conversation going with these warm contacts. And, because you are emailing them as opposed to running ads or posting on social you can reach them directly in a far more personal manner with far fewer distractions if they were on another platform.
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