The defining purpose of Smart Advertising is driving
your targeted audience to a preferred outcome. Advertising in general is a
necessity for businesses who desire to grow their exposure of its products and
services. Businesses that spend the time to learn of their clients buying
habits are better positioned to succeed by marketing knowledge. Successful
companies utilize this valuable data to target an advertising approach which
speaks to the habitual buying nature of their potential customers. Smart Market Research must be
acquired from not only the competition, but also the demographics and geography
of those who purchase their products or services. Smart Insights are successfully
applying the concepts above, creating an understanding of research trends used
by customers before they make a purchase. Buying trends on the other hand,
enables businesses to articulate the appropriate advertising messages to convey.
Simply put, learning your customer’s needs, wants, and desires will better
align your targeted advertising message to your desired audience, thereby
enacting Smart Advertising
Methods.
Social aspects, such as the demographics of a
sought after target market, also play a huge factor in Smart Advertising. In other words, when trying
to sell a car, it is important to know what demographic area contains
predominantly buyers who are more concerned with fuel efficiency as opposed to
safety. Advertising messages to this area would be much different than the
message to an area where safety is the overriding concern. Targeting
an advertising message centered on addressing the five main buying signals,
namely What, Where, When, Why, and How is considered strategic
marketing. In either of the two scenarios previously mentioned about (fuel
efficiency versus safety) knowing your demographics will enable you to
understand the key components of your customer’s needs and what force is
driving your customers buying behavior.
Smart
Advertising Methods are those which utilize all mediums to work in unison
with each other, enabling your advertising dollars, both online or offline, to
work together. As an example, the following scenario should allow for
illustration and better understanding of Smart
Advertising Methods. Suppose an electronics company was offering a product
which can be purchased either at a brick and mortar location, or online. Now
suppose this same company wanted to create a special offer, which would be
incentivized for online shopping versus purchasing the item at the retail store.
The electronic company could effectively advertise via a commercial on TV, and
through their advertisement, offer an incentive to purchase online through way
of an additional discount or free setup and delivery when ordering online. The underlying
purpose of the Television Commercial was to target the mass viewing audience,
while at the same time, offering
incentives to entice the television audience to stop watching TV, go online and
place the order, thereby selling more products to the mass, and achieving their
advertising objective. The store might have done this for a variety of reasons,
e.g., they could be overstocked in the warehouse, so rather than ship to store
locations they preferred to ship direct to individual buyers. Another reason behind
the offer could be their desire to increase their online presence, and by offering
it online through their website they are able to announce to the mass that they
also have an online store. A final reason behind such an advertisement could be
that selling their product online saves the company commissions that would
normally be awarded to a retail salesperson, and in so doing, they are able to
reduce expenses and increase their overall profit margin. As this example
illustrates, there are endless reasons why companies would want to utilize multiple advertising
platforms to sell a single item. Regardless of the specific reason behind
why Smart
companies make use of multiple advertising methods, they all point to the
fact that Smart
Advertising makes use of every medium available, each one working in unison
with the other, to ensure the return on your advertising dollar is maximized.
While some companies choose to
use a Direct Mail approach to advertising, via Post Card or Magazine, most of
them also offer a website address in these mailers, to announce they have a website
as well. This enables the recipient of such an advertising
piece to choose the method in which they prefer to respond/purchase. The
recipient, and potential customer, now has an option to go to the company’s
storefront, call, or perhaps they require additional information and want to
research the product or service online before they decide to commit to a
purchase. A common mistake among businesses is not chasing one ad to another,
or making the use of all mediums. Perhaps a potential customer hears an ad
while listening to the radio on their drive home, thereby enticing them to stop
by on their way home. Another listener hearing that same ad might already be
home and prefers not to leave, but instead wants to purchase from the comfort
of their living room. As you can see, Smart
Advertising is having Smart
Insights while using Smart
Advertising Methods to drive customers to a preferred outcome or
destination.
Smart Advertising, in its
truest sense, is by definition, a verb, meaning that it involves actionable
steps to ensure you’re delivering the right message to the right consumer at
precisely the right time. The closer an advertiser can get to the point of sale
is a result of Smart Advertising.
The closer the message is connected to the consumer at the point of interest is
Smart Marketing. The closer
the Advertising and Marketing methods are tied into the buying behavioral
traits of the consumer is the result of Smart
Insights. All of these, of course, are the key components to Smart Advertising.
Thanks for a better understanding of the vast world of advertising. Great Read!
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