Forrester announced that consumers HATE advertising and that advertising budgets are transitioning away from traditional platforms to platforms such as Google, YouTube, and Facebook. Disliking an ad is nothing new!
The difference today is that it is significantly harder for brands to stand out from the crowd. Consumers hate ads even more because they are popping up everywhere and they all seem the same.
It’s more important than ever to be shrewd and calculated in how you advertise. You do not want consumers to see your paid advertising and feel discouraged or angry. How can you stand out from the crowd? Keep these five keys to understanding the current advertising landscape in mind when launching your campaign.
1. People are consuming content differently.
Content is consumed on devices regardless of if it is an iPhone, TV, or computer (Cord-cutting today is switching over to YouTube TV).
In the past, traditional television advertisements were guaranteed to hit a large section of the audience. But in today’s world, there are so many different channels for content consumption that your brand has to have a wider strategy. Even on television, on-demand viewing has cut down advertisement time and priority significantly.
2. From multiple social media apps to hundreds of TV channels, there are just more media channels than ever before.
Facebook, Twitter, Instagram, YouTube, and Snapchat are just some of the social platforms with a huge reach, a reach that is now much larger than any television program. Advertisements are an immense part of the experience of each of these social networks, both in terms of paid advertising, and company accounts that post their own content.
The problem with the first form of advertising is that ads show up with markers that they are ads. As discussed earlier, consumers hate ads. But combined with organic social media content, it’s a good plan to use as many social media platforms as you can to reach as wide of an audience as possible.
3. So Much Content!
Google rewards brands for producing more blogs, videos, and articles by providing brands with better SEO. So, when you produce organic social media, your own videos, and your own articles, Google will help you reach more consumers in the search engine. Paid advertising on platforms is one strategy; search engine optimization as a result of constant content is another to add on top.
The best way to reach people is to be constantly creating and promoting. Traditional advertising needs to be in conjunction with content, because that’s what people want to see, not advertising.
4. Diversity and differences are acknowledged, and we can target better than ever before.
No longer is everyone watching the same ten channels with the same commercials playing over and over again. Advertising is tailored to the consumer. So not only are you smart to operate on different social platforms, but you can target the consumers that are most likely to buy your product. And advertisements need to include different races, ethnicities, and sexualities.
How do you know who your target consumer is? Market research, of course! Segmentation and persona development reveal not only the demographics of your audience, but their media usage as well. As a result, your advertising is much smarter, cost-efficient, and directly correlated to sales.
5. Brands have more competition as there are more and more brands.
It’s important to be vigilant because there are more brands than ever. Keep creating and advertising in order to stand out from the crowd. Content is key to avoid frustrating consumers who hate ads. There are ways to target properly to do your best to get to consumers. And keep on creating!
Want to learn more about Market Research? Here are some blog posts to check out!
- How to Avoid Advertising Mishaps
- Virtual Reality & Qualitative Research: Fad or Here to Stay?
- 6 Things to Watch Out for When Writing a Survey
- Marketing Strategies for Generation Alpha: the Newest Generation
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