What a good advertisement! But what did they sell? What brand was it?

When it comes to generating brand awareness, it is assumed that the most effective are mass media advertisements that convey a “story” to us, the more spectacular the better. The goal is to maximize the number of people who remember you.
The theory is simple and seems to make perfect sense. But as often happens, theory is one thing and reality is quite another. How many times has it happened to you that, when you finished seeing an ad, but you are not clear about the brand or the product? Or worse still, you don’t remember either one or the other! More than once right? marketoonist super bowl adsThis is something that happens repeatedly on television . And one of its greatest exponents is the television campaigns that appear in the breaks of the Super Bowl in the United States (and that perfectly reflects the VP Financial Email Lists
cartoon ).For years the campaigns that are broadcast during the event have been the subject of comments, publications, etc. both before and after the game. They are part of the campaign itself.
This obviously favors the memory of the main campaigns, but does this make the “forgetting” effect disappear? The reality of the audience is that they are totally saturated with advertising. The number of impacts received by the sum of the media is enormous.How can we defend ourselves from invasive advertising? To defend ourselves from advertising blitz, we have developed several tactics:

Blindness effect : after so long we have developed the ability to ignore advertising (we see it, but we do not process it). Pay TV and digital platforms (Netflix, HBO): where we are supposedly ad-free. I say supposedly because on some pay TV they keep putting an ad before a content for which you have paid (it does not stop surprising me).
Advertising blockers or Adblockers : on the Internet we can avoid them by using this simple tool that blocks the most annoying formats. Although this has a trick, as Enrique Dans points out (in the case of Google because it becomes a judge and a party when it is included in its latest version of Chrome, under a supposed agreement between them and the main agencies and advertisers. Agreements always open to the suspicions).Look for alternatives : we can look for less aggressive media with advertising, messaging applications instead of social networks (these applications have more users than social networks since 2015 ), etc. Given this scenario, many may think that advertising has its days numbered. Nothing could be further from the truth . It is a sector in continuous evolution that in recent years has undergone many changes and increasingly faster. The problem is in the advertisers and media that misuse it. The abuses and their deficient use, make us in the current situation.What can we do to increase the effectiveness of our campaigns?To begin, we must turn to the basic principles of marketing . We need to forget about the noise and focus on what we know works.What makes our communication better received? How do we get it to be remembered?

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With a strong brand and a message that is directly related to it. That allows our audience to relate brand and product. Segmenting until reaching our audience most interested in our proposal.
Delivering the value proposition that our audience demands, not the one that the company wants to deliver. In short, applying relevant marketing that improves the response to the company’s communication so much. These criteria are directly applicable to any of the digital channels, but especially to paid media (since they allow us to force them). We can do it on television, display (especially with RTB), email DE Phone Number, ppc … But we cannot forget the rest of the media (owned and earned), how can we complement this strategy and enhance the impact of paid media?Omnichannel strategies to enhance the effectiveness of our communication
So far we have talked about advertising in paid media, but obviously companies cannot survive using this medium. We must define omnichannel strategies that enhance the effectiveness of our communication.It is our duty as marketers to define strategies that not only use all the most appropriate channels, but also add consistency and generate synergies .For this we can complement our paid media strategy with the following channels and / or tactics: Inbound marketing + social media + customer service : combine the three disciplines to improve the relationship with our audience in the most important digital touch points. And in this sense, I think it would be very interesting to expand these channels with the most important messaging applications ( WhatsApp, Facebook Messenger and Line ) and online chats on our websites.SEO to generate trust and quality traffic in the most important moments of the purchase decision.Digital PR with events and influencer marketing .Social listening and monitoring : use of listening tools to have greater control over conversations on social networks about our brand and the competition.Chatbots : and finally and increasingly important, the use of chatbots , as a way of adapting to the way of communicating between users in messaging applications.
Thecurrent chatbots are very simple, but I am convinced that we will soon see great advances thanks to the artificial intelligence that is used in their design.

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