Advertising is becoming increasingly accommodating to the gratification sought by consumers, avoiding these mistakes will ensure of resonance and sales growth
MISTAKES Have been perennially made by businesses and agencies alike as they look to increase growth through advertising: this is how you avoid them.
Although there is no definitive mantra to produce adverts, there are increasingly paradigm dependent nuances that need to be addressed.
As you look to produce ads that are online friendly in their ability to engage, enchant and beguile consumers, there above all needs to be an avoidance of offer based advertising – delivered in a persuasive context.
The tone of your advertising
Above all, the tone you look to establish within your advertising creatives is imperative.
An oft-made mistake by advertisers looking to maximise the success of more targeted, personalised advertising, is to deliver creatives that focus on delivering persuasive offers – regardless of whether the ad is on linear TV, VOD or online.
Advertising using traditional PPC is intrinsic to your business harvesting consumers, developing your CRM and increasing understanding, but its implementation has been woefully inefficient for businesses.
Notwithstanding the malaise that this form of advertising has created surrounding security, display and intrusion concerns, the very fashioning of this style of advertising has precipitated and perpetuated the decline in brand centric ads online.
Although direct response commercials are vital to eliciting short-term sales uplifts, but the very delivery of these ads is flawed in indexation and affirmation regards.
Your advertising delivery has to embody a tone that reflects the very mindset you want to instil in consumers, therefore avoiding any form of video advertising even in the digital age would be detrimental.
Therefore establishing a tone and discourse that pervades your advertising is imperative; only 8% of the persuasion is dictated by the speech, or terminology in itself.
Although vital in sourcing and displaying your adverts to the right individuals, search does not just need to be intrinsic to your prospecting and means of targeting.
Adapting SEO to optimise online adverts
Targeting is becoming increasingly integral to advertising unilaterally, it is necessary if you are looking to exploit local, behavioural, online or other forms of addressable advertising.
What you cannot avoid though in this context, is not just ensuring of the optimisation of your site/s themselves, but all of your advertising assets; images, video files, audio files and links should all be updated to reflect the search terms you want to be associated with.
Simply plastering your assets with your desired terms will be counter-productive though, there has to be concerted effort not to try and deliberately just augment every file with identical search-terms.
Thought should also be given to your video too in this instance; although words themselves are not the most important factor, as you look to instil the context, indexation and memorability, ensure that your desired SEO direction is complemented in your ads too.
For instance when your potential consumers are engaging with your brand online, it pivotal that you reflect the emotions that they will be embodying at that moment.
One of the most fatal mistakes you can make when looking to stimulate long-term affinity and sales elicitation is lacking empathy, knowledge and awareness of consumer emotion.
To be as placating as possible, it is vital you utilise the terms used in your video ads to leverage your display campaigns.
In this regard the context that was conveyed on TV, online or VOD can be translated into the terminology in your PPC campaigns.
As a result, the consistency of your advertising, brand ethos and context will be unambiguous, shifting the onus back to the advertising creatives themselves and your delivery style.
How to deliver your ads efficiently
Whether you are a major corporation, start-up or SME, the direction of your business from a placement perspective should be to streamline your data and delivery into as close to mono form as possible.
With services from Adobe in their nascent form gradually influencing the entire advertising outputs of myriad companies, your business will soon be able to utilise the same data sources for all your advertising campaigns.
In the short-to-medium term though, at least ensuring that your company utilises some form of programmatic advertising is imperative – not doing so would be one of the grave mistakes of the modern advertising era.
Although online has been maligned by issues of inappropriate content matching, with TV it is providing unprecedented cost savings.
GoCompare in a trial pilot saved 20% from their standard national display budget, while also acquiring more granular data that illustrated why consumers were less receptive to certain ad creatives.
Context is paramount, therefore one of the greatest mistakes your business can make is using identical ad creatives omni-platform.
Just because a potential consumer is online, it does not mean that they are necessarily going to be enchanted by a showcase ad itself; you need to natively gauge the gratification sought by the consumer – exploiting native specific terms that will increase the esteem of your ads.
Space City has been producing TV, online and radio ads for 25 years, utilising completely autonomous facilities to deliver adverts that are equipped to leverage long-term impact.
Contact the UK’s most experienced producers of commercials now and enjoy savings of up to 50% compared to most agencies.
