Saturday, March 2, 2013

Smart Advertising



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. 
  
Smart Internet Advertising Company is a Smart Advertising Agency that uses out of the box solutions to position your company wherever your customer may be, and following whatever they may be doing, at precisely the right time of interest and ready to buy. Make the Smart move to Contact our team of Smart Advertising Specialists today and schedule a time to receive a free Smart Market Evaluation of your entire Advertising Campaign. Call us at 877-SEO-1998 or visit www.SmartInternetAdvertising.net TODAY.

1 comment:

  1. Thanks for a better understanding of the vast world of advertising. Great Read!

    ReplyDelete