It’s widely believed consumers hate advertising, yet some of the most shared items on social media are viral ads. Even the Super Bowl gets a large part of its audience from ad-watchers – the Huffington Post found that 26% of viewers preferred the commercials to the game.
It’s not that consumers don’t like ads, it’s that they don’t like bad ads. By “bad,” we mean poorly targeted or clumsy messages. In today’s hyper-connected and socially driven marketing environment, marketers have to recognize any ad campaign will impact brand image and perception. Customers are easily irritated by terrible ad campaigns, and will go to great lengths to avoid them.
On the other hand, a properly targeted and relevant ad can build trust. It can build brand engagement. But in order to execute a great ad campaign, it’s important to know how and when to reach your audience. Darwill’s IP Targeting, for example, possesses many of the same advantages of mobile and location-specific advertising. IP Targeting determines the IP address of direct mail customers based on their physical address. After that, digital display ads can be sent to the direct mail prospect’s cell phone, laptop, and tablet, giving your messaging increased exposure.
Another way to improve ad engagement is to refine its personalization. This means putting the right message at the right time in front of the right customer. Do some market research to determine when your customers are the most engaged. Then, schedule your ads to reach your customers accordingly.
You should also personalize the messaging of your ad based on your customer’s interests and location. You wouldn’t serve an ad about snowplows to customers that live in San Francisco, would you? Your messaging should show the value of your business or service. Don’t be afraid to add some levity to your ads; including a joke or a life hack can also increase customer engagement.
Customer engagement is a key component of success. If you implement tools to target your customers when they’re most engaged, then develop messaging that will resonate with them, you’re doing more than just building a brand; you’re building a relationship. For help increasing your customer engagement, contact Darwill today.