In today’s technology-saturated world, consumers have become desensitized to the thousands of ads thrown at them every day. From sponsored ads on social media timelines, to Google ads everywhere you turn, and to SMS advertisements pushed to mobile phones — consumers are finding a lot of ads unhelpful or irrelevant. And, with 58% of consumers largely ignoring online advertisements1 altogether, finding innovative ways to break through the clutter is becoming much harder for marketers to do.
If you need fresh ideas to get your marketing messages to stick out, here are three easy ways to get started:
Everyone, including your customers, love to be rewarded. The key is to reward consumers with something they actually want or need. In order to make this technique work, without desensitizing your target audience or conditioning them to wait for a discount to buy from you, is by mastering the right times to run promotional ads. Generally, limiting them to when you have a large product launch or to kick off each season are the best times to get customers excited about what you have to offer.
Advertisements are only “annoying” when they are irrelevant to the target audience. In fact, marketing research shows that 56% of customers welcome ads2 that are both relevant and directly tied to their interests. Finding ways to personalize your advertisements can be key in how well they do to drive more customer traffic. In order to do this, you will want to spend time understanding who your customer is and what may influence their purchasing decision. If you have distinct customer personas, then creating ads that speak to those customer segments will be key in making sure your ads resonate with a larger audience. And, as 80% of consumers3 are more likely to shop with brands that personalize their advertising, leveraging native ads and other innovative techniques to directly “speak” to your customers must take top priority.
Buying is a very emotion-driven process, yet most marketing fails to tap into the human element of their customers. Giving your ads an emotional component, whether it is humor, fear, sadness, excitement, or happiness can be the secret to getting your ads to stick. Researchers examined 1,400 of the best performing ads over the past three decades4 and found that campaigns with emotional content performed nearly twice as better as those that used traditional marketing language. But, marketer beware! Not all emotions are equal. You want to understand what your target audience will feel or experience with your product and use that emotion in your ads. For example, if your brand helps people live a healthy life, then leveraging positive feelings of joy, relief, or even accomplishment can be great emotions to tap into with your marketing messages. The important thing is to find those few key emotions and weave them through your ads to move your customers to act.
Are your digital ads cutting through the marketing white noise? If not, diving deeper into understanding your target audience can be an effective exercise to uncover the right words, emotions, and level of personalization to make your ads instantly more appealing.