Whether it’s original, direct, funny or controversial, featuring memorable songs or messages – advertisers are on a continuous run to find the perfect combination of tools for the perfect ad. But maybe you’re wondering, what makes the perfect ad? We must start by understanding that advertising provides brands with specific platforms to raise awareness about their product or services. From there, it’s their duty to take advantage of them by unlocking their full potential and explaining to their target audience what they can do for them, in a creative manner.
Plain exposure of a product’s attributes is not enough anymore, in a fast-developing digital era. Ads need a unique selling point to differentiate themselves from other thousands similar ones.
So, how do you convince people you’re the right choice for them through advertising?
First things first, you must understand your audience, including present and potential consumers. Alex Chau, blogger at MyCustomer, claims:
“Building a customer profile of the ideal target customer can help you tailor your advertisements to reach the right people; those who are more likely to identify or understand the message you’re sending out.”
As an advertiser, you have to make sure you speak the language of your customers on a personal level and not just create generic ads.
On that note, the next step is to make sure your audience understands your brand too. Being specific with your messages and coming up with innovative ideas, while reinforcing your brand values is essential if you want to transform latent watchers into active buyers.
Next comes the authenticity factor: having been exposed for so long to advertising techniques and marketing tactics, consumers nowadays are clever in differentiating what’s real and what’s not. In the digital age, ads are everywhere and not just on TV, making it harder for brands to stand out from the crowd. A recent study by Stackla revealed that 86% of consumers believe authenticity is a key factor when deciding which brand they choose to support or buy from. This means brands must connect with consumers on an emotional level and for that, emerging technologies, such as AI tools, can be used to create memorable experiences.
On the other hand, subtler approaches can be just as effective by enabling consumers to personally decide if they align with the brand’s values. A relatively new strategy is used by brands who choose to tell a powerful story, without including the product in the ad. In turn, the consumer associates the brand with the message and feels an emotional connection which can influence buying decisions.
Our last tip is to be consistent. Some advertisers feel they need to change their brand’s logo or colours with each campaign they run – this will only confuse consumers about your identity and diminish your authority as an established brand. Of course, being consistent doesn’t mean you have to be repetitive or have the same layout over and over – it simply means that consumers should be able to recognise your brand from all your ads!
As you can see, smart advertising requires more than just creativity – it involves continuous efforts and market research. In our age, it’s time to think deeper about who your audience is and what drives them in their buying decisions.