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Why Advertising?
Advertising, frequently known as above the line
expenditure, and promotion is a powerful way to
differentiate your products and services. Doing business without
advertising, it has been said, "is like winking at a person in the dark. You
know what you are doing, but no one else does!"1
Customer
Success 360
Harness the Power of
Psychology
You don't need a degree in psychology to
compete successfully in the marketplace,
but you do need some way to figure out the
different styles of interaction different people prefer to use. People
tend to lead their decision-making process decisions with one of the four
functions: intuition, thinking,
feeling, and sensing. Vividly differentiated differences that are anchored
to a product and engage the above functions can enhance memory of your
current and prospective customers...
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Create Urgency So People
Buy Now
You must create urgency so people will buy your
products or services now.
Many companies use limited time offers to
create urgency. Your ad can get people interested in your product, your
limited time offer can make them buy now. Limited time offers stop people
from putting off buying your products or services. They stop them from
procrastinating.
Buzz Marketing
Using Industry Publications
If your industry field is new, try to convince
an industry publication to survey it, or order an article about it and your
company's leadership position in this field. "Roughly six times as many
people read the average article as the average advertisement. Editors
communicate
better than ad men," said advertising legend David Ogilvy about the power of
the press.2
Use the Right Colors in
Your Ads
Its very important to know which emotions or
symbolizations will trigger your target audience to buy your product or
service. The use of the right colors in your promotional materials – in your
marketing brochures, your product packages, or on your web site – can
actually increase your sales. When people see certain colors they can change
their emotions or they can symbolize things related to the colors. For
example, if you're selling a money-making product you should use green and
brown colors, as they represent money and strength, and bring out the
emotion of greed and comfort respectively...
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Contextual Advertising Online and Behavioral Marketing
By Scott Eagle3
Compared to other online ad targeting methods,
such as targeting by demographics, contextual targeting produces better
response. But contextual advertising is just part of a larger movement that
is sweeping the online marketing world. This movement is known as behavioral
marketing.
Contextual advertising represents the first
step in a shift in how we think about audiences. Rather than targeting
audiences solely on demographics (Men 18-49, College graduates 18+),
marketers are learning to target by online behavior. The first step is to
shed the well-established offline demographic targeting methodology and
begin to look at the mindset and observed actions of the consumer.
Contextual advertising does just that.
Take, for instance, keyword advertising on
search engines and portals. A car manufacturer who bids on keyword "minivan"
is hoping to capture prospects based on their web behavior – searching for
information on minivans at a search engine. The car manufacturer hopes not
only to reach the right prospect, but also to reach that prospect at just
the right time, when he's searching for information. But contextual
advertising in this fashion is only scratching the surface of the ability to
target desirable consumer behaviors.
What if an advertiser could identify a minivan
buyer entering the consideration process by, say, noticing that the consumer
was gathering information from a number of auto-related websites?
Furthermore, what if marketers could identify behavior that indicated that a
consumer was moving down the consideration funnel and is deciding between
two specific models/options? There is a tremendous opportunity to present a
targeted and relevant message when these types of behaviors are identified.
That's what behavioral marketing is all about.
Case in Point Google
AdSense
Google AdSense is a fast and easy way for
website publishers of all sizes to display relevant Google ads on their
website's content pages and earn money. Because the ads are related to what
your visitors are looking for on your site – or matched to the
characteristics and interests of the visitors your content attracts – you'll
finally have a way to both monetize and enhance your content pages. It's
also a way for website publishers to provide Google web and site search to
their visitors, and to earn money by displaying Google ads on the search
results pages.
Case in Point Facebook
Mark Zuckerberg, Founder and CEO of Facebook,
sees communications becoming more transparent and more two-way. That applies
to advertising, too. Facebook has offered advertisers ads that allow some
measure of dialog with users, whether letting them broadcast to their
friends that they "like" a brand or through polling and other social
features of the site. |
