Companies spend millions on online advertisements for the sake of increasing brand awareness and building a stronger consumer base.
But, before you start dishing out the big bucks on banner ads, it never hurts to strategize first. Here are some things to consider before beginning your campaign.
1.Consider your target demographic
Who are they? Where do they spend most of their time? When are they active on the internet? Why does your company appeal to them? These questions may seem like no brainers but it’s always important to reinforce the basics. Having a strong foundation for your campaign means understanding your consumers at a deeper level. Go the extra mile and learn their different mannerisms on and offline.
2. Banner, video, other: what will you choose?
How will you convince your audience to click? Display ads are constantly competing for attention so deciding on a medium which best reflects your company is important. Google AdWords, banner ads, or maybe a video? Consider what will attract your consumers and what will shift their attention to your company’s message. It’s also important to understand how consumers interact with different media and what’s trending in your industry. Today, video marketing is a popular choice among marketers.
Image Source: blog.hubspot.com
3. Resonate with your audience
What emotions do you want to incite? Will it be fun and friendly? Maybe a comedic approach? Did you want to touch on something a little more controversial? Emotions play a huge role when creating connections. The most popular ads of 2015 relied heavily on emotional content. Make your company memorable by pushing past the initial level of engagement and get in tune with your audience’s feelings.
4. Taste the rainbow
Colors play a huge role in branding. Depending on the product, 90% of snap judgments can be based on color alone according to the study Impact of Color on Marketing. Drawing in consumers to your ad means tactfully deciding on a palette which captures their attention. Researchers have found color increases readership by 80% so determining a scheme that suits your company and target audience is important. Perception of colors differs across the globe, below is a breakdown of associated meanings in North America.
Image source: blog.kissmetrics.com
5. Eye candy
Consumers are attracted to visuals. In 2016, 55% of content creators plan to prioritize creating visual content. Combining text with powerful imagery helps enforce your message and keeps your theme consistent. The image (or images) will act as the intermediary face of your brand, so choose wisely.
6. Consider native
Display ads are more effective when they’re relevant to surrounding information. According to Dedicated Media, native ads are viewed 53% more than banner ads. Gearing your campaign towards native advertising may help engage more viewers. Placement within websites for native ads encourage interaction and can help increase visibility.
7. What websites will you be targeting with your display Ad campaign?
On top of native advertising, consider what websites your consumers visit the most. How is your target market’s time online divided up? Where will you get the most views? Keep in mind the extent of your budget when deciding where to advertise. For some companies this is no issue but for others choosing a location for your ads is like choosing an apartment in Manhattan, it takes time.
8. Social Media
Platforms such as Facebook, Twitter, Instagram, and LinkedIn are great ways to connect with your consumers. Some brands like Michael Kors have mastered the ways of marketing through social media. For example, their Instagram account showcases their products while remaining relevant to the social network. Another great example is Nike and their Facebook page which regularly features famous athletes sporting new active wear. Take ideas from the best and develop a social media presence which caters to your specific campaign.
Image source: instagram.com
9. High Quality
This may seem like another no brainer, but always aim for the highest possible quality. When developing your imagery, use high definition photography and text. If you chose to create a video, ensure your shots are steady. Any music or voice overs should sound crystal clear. Your business and your consumer deserve excellence, so why settle for less?
10. Be Real
Advertisements are incorporated in almost everything nowadays and individuals between the ages of 18-34 (which is the most desired target market) have developed a type of blindness to online advertisements. They can also differentiate between genuine messages and fallacies so when launching your campaign remember to stay grounded. When you get into a serious relationship, there’s a general rule of thumb to be honest and true to yourself while opening up to the other person. The same should be applied when connecting to your target market because it’s a relationship you’re in for the long haul.
Kristina is a marketing experts, who has been associated with Aumcore – Digital Marketing Agency for three years. She has keen interest in writing and sharing news marketing tips and updates. Her work with Aumcore has given her the experience and knowledge base to help provide valuable insights for brand awareness, social media, SEO and other aspects of digital marketing driven by results.