Most people use the internet with a purpose in mind; to catch up on news, buy something, update social networks, play a game, etc. For this reason, it is more difficult for brands to show their ads digitally in a way that isn’t so disruptive to the user’s experience. The more traditional media efforts, such as TV or prints, have it easy compared digital media! Unless your ads are relevant or creative through applying technology, display advertising can be very unsuccessful. Also, advertising that requires some form of user initiation is more successful at getting customer attention and yielding results.
Because internet users have been burned so many times from false advertising and annoying “pop-ups” from all the other companies in the world, it is only harder for brands to get their message across and gain the trust of their customers (and it’s not going to get any easier). However, brands can still enhance a user’s online experience while sending a brand message.
The thing that puts your brand apart from other clutter that companies spew on the internet is your ability to engage with your customers and your customers to engage with you. Engaging can be anything from simply grabbing your customer’s attention to a back and forth conversation.
A great way to isolate your customers’ attention is to invest some of your money into email marketing. Strategies that gain your customers’ attention are more effective and efficient that just displaying an advertisement. There is a disadvantage to this though: your marketing emails are now competing with spam and is often ignored until a sense of trust is built. What is needed is an ad strategy, or technology, that combines the best of these methods, while minimizing the disadvantages.
Value-exchange advertising is another marketing method that has grown this year across the web. Value-exchange advertising is when you offer the customer something of value in exchange for their attention. This quickly becomes something that the customer does to get what they want. This is a very compelling and successful way to grabbing and holding your customers’ attention, and a great way to engage your audiences.
At 1440 Group, we strive to make your business as successful as possible. If you have any questions or comments, please feel free to contact us! To view this full article, click on the link below.