Digital advertising is taking over the world of ads, and that’s just a fact! Technological advancements, pandemic-driven restrictions, and many factors have contributed to this. As of 2020, the internet was considered the most important medium for advertisers and accounted for 51% of total media ad spend. In 2021, we’ve seen digital advertisements take over more space than ever before. The growing value of YouTube advertisements and new platforms such as Clubhouse is also attracting attention. It’s an exciting time to be a digital marketer.
But this comes with its own set of problems – the main one being oversaturation. According to some estimates, India’s digital ad market will touch $35 billion by 2030. That means the country’s digital ad expenditure will grow over ten times over the next decade. It’s expected to account for nearly 85% of the total ad market at that time! That’s a lot of digital advertisements bombarding the consumers. With so many ads fighting for the eye, mind, and heart of the consumers, how can your ad stand out from the crowd?
Ensure The Creatives Are Top Notch
Digital advertising will attract people to your website or online store, but it’s up to your creative content to keep them interested. When it comes to copy, the writing must be interesting and engaging. Convey your message boldly and originally to stand out. Don’t use cliches or follow fads blindly. Find an angle that others haven’t taken before and try to educate your viewers in the process. Unlike blogs, digital ads offer less space for the written word to shine, but that can be used to your advantage. Short sentences tend to be more memorable. Focus on making your headline, headers, ad copy, and even the video content strong.
Along with that, create high-quality visuals that are striking and brand-friendly. These are usually static images and, increasingly, videos of varying lengths. Refresh your creative visuals often and keep them relevant so your users don’t get bored seeing the same advertisement repeatedly. Try testing out new variations for different campaigns, ensure your brand image is consistent throughout, and your overall digital marketing campaign will have an attractive personality of its own. Many other design elements here, such as the logo, a mascot, fonts, and color schemes, play a significant role. Look to the power of data analytics to decipher what messaging, format, and creative visualization is likely to work with your audience to be more confident of hitting the right note when it matters.
Speaking of data.
Do Your Research
Ensure your messages are powered by information about your target audience. You can gain these insights from a deep analysis of past ad performance and data gathered by conducting thorough research. That way, you’ll know what their triggers are, their desires and interests, and more. This information is essential in two ways – first, it helps create the right messages for your ads, and second, it will help you choose the correct audience to target your advertisements to.
Failure to do this research will cause inappropriate messaging. That will miss the mark, and no matter how much money you spend on your ads, it will not create the necessary conversions that you need. It will also stop you from targeting the right people who want your products. There’s no point investing in incredible videos with killer content if the ads are being shown to people who don’t want to purchase your product. Many brands make this mistake and get lost in the noise of other ads. While those who invest in proper research to create their digital marketing plans can stand out.
Plan Your Budgets Accordingly
Every platform that you use to market online offers value in different ways. When preparing your budget, consider which platforms are vital for you to focus on. Analyze the best ones for your brand and decide how much time and money you want to allocate to each. Some platforms work with certain products but don’t show results for others. Figure out what each platform will do for you specifically. For example, Search ad platforms like Google Adwords work the best when there’s already a demand for your product or service. Those services reach out to those who are searching for your product online. But these are less effective for a start-up or a brand-new company. You’d want to use Facebook, Instagram, or other platforms where users fill out their profiles with their details and interests for a new brand. Turn to technology to create powerful, automated, and programmatic strategies that allow you to make better ad placement decisions in real-time to maximize the bang for the buck and never miss an opportunity to get in front of your target customers.
Use Data to Drive Your Decisions
Digital media users aren’t a single organism – they’re from several distinct behavioral groups with specific missions when they’re interacting with your ad. An enormous number of motivations could drive their action (or inaction) at any given point. These groups are constantly interacting with the digital world around them and are exposed to vast information. Understanding their interests, desires, and consumption patterns is essential. Remember that even if someone likes your post, it doesn’t mean they’ll go to your store and buy a product. There are many things to consider here, such as the interplay between paid and organic social, cross-channel effects, target audience size, and other signals. There are also new ways of collecting data, such as Location-based advertising (like geofencing), third-party cookies, first-party cookies, and voice-based marketing. These all hold exciting possibilities for the future of marketing. All this data acts as the metrics you’ll need to assess to understand your customer’s behaviors.
These metrics must be used to evaluate the success or failure of your digital and social media campaigns. They help you calculate your ROI. You’ll be able to tell what is promoting engagement on your ads and precisely what is driving conversions. Then, you can create a more reliable social media strategy based on this data. It will help you calculate your return on investment on each advertisement and help you stay abreast of your ever-changing audience. This will ensure your campaign stands out from others.
Integrate Your Marketing Platforms
A great way to differentiate yourself from the noise is to have a consistent image across the platforms you’re advertising on. Ensure your ads are integrated and are giving viewers the same message. Ensure your campaigns are integrated with your other marketing channels, and you’ll see better results. An example is using Facebook Ads along with email marketing to publicize a new product, a special discount, or an exciting event. Intelligent, AI-led programmatic strategies are also a powerful tool to drive better ad strategies for enhanced visibility.
That’s how you can stand out head and shoulders above the crowd of ads and make your brand a force to reckon with – just through ads. If you want to discuss this further, reach out to us, and let’s talk digital marketing.
