Modern Changes and How They Impact Digital Advertising
Have you ever found yourself looking up videos of old ads when you’re indulging in some online procrastination? Don’t they all seem so quaint? Whether it’s the clothes, the dialogue, the music or the products themselves that are being advertised, commercials and ads are always changing. Digital advertising is no different, and JumpSIX Marketing is going to look at some of the ways our world has changed the way people pitch their products.
Smartphones and a Mobile World
If you’ve read our blog previously or generally keep up with JumpSIX Marketing, you’ve probably heard us harp on about the importance of mobile optimization. Just because we’re aware of it doesn’t mean we plan to stop—the importance of being optimized for mobile can never be overstated. If you have any involvement or awareness of digital advertising, you know how important being smartphone-friendly is, and you are aghast at how many companies still don’t do it.
The fact that we all live day-to-day with our faces glued to our phones means that not having a mobile-optimized site can be the death-knell for a business. Digital advertising relies on mobile optimization just as much, if not more. Reaching people through apps or mobile browsers is becoming the most reliable way of getting your brand in front of an audience, and the more engaging and appealing your ad can be on a palm-friendly touch screen, the more effective it is.
Simple and Clear
Speaking of engaging and appealing—what’s the best way to get your message across? Even in 2017, it’s all too common to come across overly wordy ads designed buy someone who feels the need to put the fine print at the forefront of their campaign. Brevity isn’t just the soul of wit, it’s the essence of good advertising, too. With the aforementioned prevalence of smartphones and the ubiquity of entertainment and distractions available to all of us every day, attention spans inevitably get shorter.
You need to be able to get your point across as quickly and as clearly as possible. Take some time to look at vintage ad copy, and you’ll find many much older ads came complete with long screeds expanding on the benefits of a particular product. If you found yourself getting bored halfway through and switching back to that open video tab—or one of the other nine tabs you have open right now—then it’s a perfect example of how marketing methods have changed. If you’re in digital advertising, you need to know how much to say in as few words as possible.
Communication and Engagement
On the top of attention spans, it’s not just being short and to-the-point that matters. Poorly designed ads, especially if you’re using display advertising, are likely to be tuned out by most users. You need to be engaging, and this is about more than just getting someone’s attention. You need to think deeper than ever about who your audience is—what they like, what’s relevant to them, why your product or service appeals to them—in order to reach the right people.
Not only that but you need to be able to know how to speak to them. Remember how adorable the dated language in those old ads you were watching was? Dialect, slang and communication evolves as fast as anything else, maybe faster. The internet is an endless wellspring of new words and phrases, and if you want to appeal to the right people, you need to know how to communicate with them. Looking specifically at digital advertising, this means treading a fine line between being a modern marketing professional, and an outdated dad in a backwards baseball cap.
Honesty and Transparency
Taking the topic of communication further, you also need to be ready to be honest. Modern digital advertising is a difficult balancing act, and getting it right means being ready to take feedback—both good and bad. Ignoring either praise or criticism risks alienating your audience, and giving away too much, or being to desperate to communicate, can make you look inexperienced and desperate.
You need to dedicate yourself or a team to the digital aspects of your campaigning—whether it’s communicating on social media, monitoring the relevance and quality of a campaign or making adaptive changes as it goes on. Consumers are savvy, especially with access to the web, and a lot of them know quality ads and targeting from shoddier attempts at manipulation. If you mislead or patronize your target audience, you’ll eventually lose them altogether.
Brand and Personality
With digital advertising and especially social media marketing, the age of the giant, faceless corporation is all but over. Even the biggest brands now have a presence in social media, either managed by in-house experts or digital marketing agencies like JumpSIX Marketing. It’s all well and good to have that presence, but it also means you need to decide on the personality of your brand.
All of this communication and engagement means it’s essential for your company, brand, or business to establish a consistent voice that says who you are and captures the right tone for what you offer people. Inconsistency will be easy to spot and will hurt you in the long run.
The Challenge of Modern Digital Advertising
It all seems very complicated, right? That’s because it is. The digital society we live in is constantly growing and changing, often in unexpected directions. Just keeping up with this stuff is a full time job in itself, and running a business can mean that you just don’t have time for this. If you’re looking for an experienced, innovate and creative digital marketing agency to help, contact JumpSIX Marketing today. That way you can get back to avoiding work and watching those vintage ad videos.