Digital advertising is a topic that’s trending right now.
And it's pretty clear that consumer habits have changed.
So if we want to make a positive impact on consumers in this modern age, we need to be right where they spend most of their time: on digital media.
Digital advertising should be included in every marketing strategy, not only because of its many advantages compared with traditional marketing, but because it gives marketers the chance to explore so many interactive formats that simply shouldn’t go unnoticed. They leave a long-lasting impression.
As with any other current, groundbreaking topic, some important personalities are starting to surface in this field: idealistic people that have found a different way to do things and have achieved great success.
The winners of the recent Top Digital Video Advertising Awards have shared some of their own insights into the digital advertising space.
If you want to find out what they said, keep reading and get ready to be inspired.
Consistency Is Key
Traditional marketing is all about quantity.
The more material you create on as many different media as possible, the bigger your impact will be.
...Or at least that was what people thought
Yes, it was the only way of doing things that existed at the time.
But with the arrival of digital advertising, those days are over.
The present-day philosophy has a motto: quality before quantity. Consumers prefer valuable content that interests them, not an avalanche of meaningless ads.
What they’re looking for is a reliable and consistent source of information, which constantly piques and satisfies their curiosity and provides them with innovative solutions to their everyday problems.
According to Arleen Holden, Consumption & Promotion Manager at Banamex, digital campaigns must be integrative to be successful.
Instead of thinking about your campaigns as a digital campaign, try to think of it as a campaign that could work in any setting. This way, the media you choose will simply be a way to effectively get your message out into the world.
Today, the buyer's journey is completely different from how it was a couple of years ago. The variety of buyers out there is extraordinary and advertising strategy implementation is more difficult to systematize.
The internet provides so many contact points for each segment, that if we want to be relevant and endure in this ferocious environment, we need to generate much more targeted advertising.
Héctor J. Castillo, Marketing & Innovation Manager at ACH Foods, assures us that adapting your message to the media you are using is not enough—and that you also need to be sure that they're tone is consistent and coherent, as well as the benefits you include in your messages.
The Content Sets the Tone
If there's one thing all experts agree on and which no one can deny is true, it’s the growth rate of content marketing.
The most distinguished brands are going out of their way to produce highly creative content that is much more focused on their market than ever before. They’re using the latest technologies and creating content for as many devices as possible.
Nonetheless, they experts all agree that there are certain vital elements that need to include in your campaigns if you want to create awesome content:
- Know your consumer: If you don't know what your customer’s ambitions and motivations are, you won’t be able to find out what they need. You need to get to know them: understand their challenges, desires, hopes, concerns, etc.
- Provide value for consumers: If you don't add anything interesting to the lives of the consumers you want to target, you can't expect them to look for you or randomly stumble upon your brand. The content you create works like a giant magnet that draws prospects towards you, and to keep them there, you need to nurture them with valuable information.
- Come up with flexible ideas: the advertising ideas you come up with must be flexible enough for use with different media platforms. Although the differences between them may not be huge, each one of them has its own characteristics and we shouldn't implement the same idea on each one without making some slight adjustments beforehand. Analyze the audience that spends time on each, the different formats available and popular on each one, etc.
- Customize as much as possible: We know you need a lot of resources and technology to reach each and every one of your customers in a specific way, but it's worth the effort and it can be really rewarding.
Your Message Will Impact The Right Users As Long As It’s In The Right Format
Héctor J. Castillo says that digital platforms are the best media for truly effective segmentation. Geography is no longer an obstacle and understanding every niche in a market is easier if you understand that niche’s habits and mentality.
Digital formats truly beat traditional formats in almost every sense, but the one that has proven to be extremely effective is video.
A study performed by Kantar Millward Brown revealed that the youngest generations—those born between 1997 and 2011—prefer this type of format over all others.
And if you take into account that centennials now make up a third of the world's total population, you shouldn’t overlook this trend.
According to Ernesto Almada, Media & Digital Marketing Manager at Coca Cola México, video is exceedingly useful if you want to maximize your reach presence.
The experts also all agree that digital video is the most effective format for impacting and attracting younger audiences.
Prepare Yourself To Interact With Consumers Like Never Before
It's not nearly enough to have a presence on the digital platforms. You should also co-create your content with your users.
At the end of the day, brands are going to offer valuable content to their prospects and customers—but interaction between the two parties can really help develop brand loyalty.
Audiences made up of the younger generations look for originality above anything else. They get bored quickly when they don’t see anything new, or they see the same things over and over again.
Due to the enormous number of offers and promotions available to them, they've turned into much more selective and demanding consumers.
When a brand asks for their opinion before it asks them to perform a specific action (or not), it takes the interaction to a whole new level, making them feel like their contributions matter and their role is significant. This is a very useful strategy to use in your campaigns.
Forget About Being Intrusive
Thanks to digital marketing, you can address the audiences you need to, identify sales opportunities and attract new leads.
But to ensure its effectiveness, it's important that you find a balance between precision and intrusion. That way, you’ll be able to spot the most receptive users and optimize your approach in response to them.
According to the AdReaction's report, which was performed by MillwardBrown agency, 43% of Internet users consider digital ads a nuisance—to such an extent, that many people have even installed some kind of ad blocker software.
To tackle this problem, what brands must do—as mentioned above—is generate quality content that is consistent, compelling and valuable to them, as well as contextually appropriate, if it is going to be effective and fulfill its purpose.
The experts have spoken, and we couldn't agree more with their advice: despite the fact that digital advertising is the future of advertising, it should be used mindlessly.
For your online advertising strategies to be successful, it's important for your whole team work together, focus on the goals of your campaign and you squeeze the best work out of everyone.
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