The savvy marketing leader’s guide to advertising in 2019
Successful advertising is one of the major components of building a thriving business - take a look at how Dollar Shave Club essentially built an entire empire off the back of one viral ad. The challenge of evolving advertising and brand awareness in the digital age should be high on the agenda of every advertiser in 2019. To help you grow your business this year, we've compiled a list of advertising practices you need to be looking into.
Why advertising is important
Successful advertising is based upon best practices, developed from proven actions, tips and tricks. It is an art form that spans centuries, but it has even greater importance to the success of a company in 2019. Best practices continue to change with the latest technologies and trends, particularly with respect to digital media and online advertising. Since 2005, internet and ecommerce consumption has grown 300 percent with nearly four billion people now online.
Advertising is especially crucial to establishing or maintaining a strong brand. Beyond traditional advertising channels, social media, customer testimonials, shareable content and digital media now impact your brand and consumers even more than traditional broadcast and outbound campaigns. Advertising must rise above all the other static to grab the attention of your potential customers.
Research shows that genuine, credible and honest stories are the most effective in engaging and influencing consumers. Social media platforms such as Facebook, Instagram, LinkedIn, Twitter have customized ads available, and campaigns that are personalized, telling stories about real people finding real value in products, will be most effective in driving conversions. Storytelling by real people can paint a larger-than-life picture of a company, far beyond simply pushing a single product or service.
How advertising is changing
In 2019, digital advertising is rising in sophistication. Artificial intelligence (AI), chatbots and voice search provide new touchpoints for engaging consumers and learning about consumer behavior and preferences. Consumers want their needs met more quickly and more thoroughly than in the past. These new techniques and approaches must maintain quality while meeting the demands of rapid growth.
Studies demonstrate how people more readily respond to emotions over information when arriving at brand decisions. Advertising that invokes feelings or emotions, verses just presenting product or service content, influence consumers to respond. Companies constantly battle and compete to place relevant pay-per-click ads around search results based upon the most popular queries. Social media platforms understand the value of their “oceanfront property” for advertising aside consumer-generated content. Advertising with power visual content and video is more likely to produce an emotional connection and response than simple text-based ads.
Prevalence of compelling stories in ads will continue to grow in 2019, especially as the impact of real stories from real people gain traction. Quality ads, especially video that is appropriately placed and targeted, will grab attention over simple static displays. Sophisticated AI platforms can enable savvy businesses to use voice of customer as a guide to the content that is most likely to bring success in advertising to different customer segments and markets throughout 2019 and beyond.
How O360 can help your business create successful advertising campaigns
O360 assists your company in creating successful advertising campaigns that appeal to the wants and needs, emotions and personalities of different target segments and markets. We enable brands to personalize content based on perspectives expressed by customers and prospective consumers in natural, unaided online conversations. Companies can then monitor the success of their brand’s advertising against competitors through ever-evolving conversations between real consumers.
Discover How Branding Is Changing in 2019