1. U V I I N I U I N : I
v
I C L J I A V I C V V I
AD VAGIC:
THIF TRIC<
WITH DIGITAL
BY PHANG CHEE LEONG opposed to the benefits. However, what they don't realise is consumers are
The internet has become an increasingly cen tral place in the media trying to understand why a particular product makes sense for then- and
uni verse . According to eMarketer, the internet's share of total media whether they stand to gain anything from purchasing the product
spending will continue to rise, from 15% in 2010 to 20% in 2014, during It is important for advertisers to provide consumers with informatior on
which an additional USS11 billion will flow into the online advertising how their product will benefit them.
space. Additionally, with more consumers connected and on the move, they
This enhanced level of spending shows the internet is where may not always have the time to look at an ad and digest why buying a
advertisers and marketers are finding their audiences ioday. product will make sense to them. If this detail is missing from your ad and
However, the efficiency with which is debatable. The question you aren't able to communicate a quick payoff, they may just get irritated.
that is plaguing marketers more and more is: "How effective are our
online are carryingcampaigns?"
they advertising this out Insignificant call-to-action leaves a feeling of uncertainty
Let's take a look at some of the reasons why online advertising fails. Your audience is looking for answers from your ad and not more
questions. For those who believe an individual's curiosity is aroused by
Lack of incorporation of new techniques ambiguity, it's time to realise doing so in an ineffective manner will lose you a
It is important to understand that social media marketing and Web 2.0 prospective customer. Provoking your customers to engage with your ad
techniques, such as social networking, micro-blogging, live-streaming, by using creative methods that are appealing and not complicated will help
live-casting and social gaming are instrumental and essential in getting bring you one step closer to a conversion.
the success you are looking for.
However, some online business owners overlook this and are Lack of persistence
unwilling to change, sticking to archaic techniques that don't get results. Internet marketing is an ongoing process where the persistence factor is
crucial to the success of a campaign or brand. With persistence will
Ineffective targeting methods come results.
Many a time, the target audience is ignored because of the adoption Companies need to continuously work and develop their internet
of ineffective strategies. Moreover, new and more efficient targeting marketing strategy while investing more time and money, keeping in
methods, which would help reach a particular audience, are often mind the latest trends and. most importantly, customers' needs, in order
overlooked. to be successful.
With online marketing. focused targeting is possible. The triumph of digital advertising does not lie in the medium itself.
Different methods to reach an audience include geo-targeting, time- A s u c c e s s f u l d i g i t a l a d w i l l e n a b l e consumers to
targeting and re-targeting. It is important to understand who you are experience the product and will expose them to the benefits of using
targeting, and what method of targeting will work best for a group of the product.
individuals to enable you to tailor your product and website 7
accordingly.
Ads are too complicated and complex Many advertisers do not
with your understand people are not as interested in their products and services appealing and not complicated will help to
ad by using creative methods that are
as they are, and tend to include too many details when
constructing an ad. ,/k14 * MARKETING-IN ERACTIVE rpm
. T
14 a d v e r t Is I n g • marketing I MARCH 2011
No road map required: Consumers gravitate to clear and relevant ads. sers need to explore and exploit and possibilities available to - - —agic out
To attract your audience's attention, your ads need to be short simple. ,s the CEO of Innity.
Ads lack benefit statements
One of the main issues with advertisers today is they believe their
campaign will be more successful if they list the features of their prod= as