In a world of information overload, aggressive marketing strategies in an attempt to capture your audience’s attention often fail. If your campaign goes unnoticed, your marketing efforts feel irrelevant. In the end, when the right message does not reach the right people at the right time, it means a hard-earned advertising budget goes to waste.
Not sure how to win this game? Here is our shortlist of powerful steps you can take to ensure the success of your ad campaigns:
- Use innovation as the rocket fuel for differentiation. According to Kantar, just as a rocket needs enough fuel to achieve orbit, a brand requires innovation to help it be perceived as meaningfully different and grow at breakthrough rates. Brands perceived to be meaningfully different and innovative grew at double the rate of those that are meaningfully different alone. How to do that? For example, choose an attention-first environment, where the platform/media channel serves as a vehicle to advance receptivity and enhance engagement with your message.
- Create impactful ads with the help of neuromarketing. High-quality creative generates 4x the profit and marketers know this – 76% of marketers agree that all major campaign assets should be evaluated, yet 42% of them test little or none of their creative, according to recent studies from Kantar and WARC. How to proceed then? Neuromarketing comes to the rescue as your revolutionary secret weapon. Harvard Business Review defines neuromarketing as “the measurement of physiological and neural signals to gain insight into customers’ motivations, preferences, and decisions, which can help inform creative advertising, product development, pricing, and other marketing areas.” In other words, go ahead and engage consumer emotions in advertising – a proven method to building brand equity and driving ROI. According to Kantar, advertisers can use neuro tools and solutions to understand the level of emotional engagement consumers have with an ad, identify which parts of the ad are working well (peak engagement), identify those moments which can be used to optimize the ad and improve parts that are less engaging, to ultimately create a more memorable ad. Kantar’s Link Database reveals that ads that are emotional are likely to get more attention, have more potential to go viral, and drive short term purchase and long-term brand equity.
- Adopt a consumer-first mindset. According to this analysis, a revolutionary technical advance in materials, functionality or design may offer potential for innovation, but unless that innovation solves a real consumer tension, it is unlikely to be successful. This is even more true in challenging times when people’s needs are evolving. A consumer-first mindset involves identifying tensions and blind spots in a specific usage context. We would add that this is particularly important in the world of digital advertising, where a consumer-centric rather than a device-centric approach adopted by a media channel makes all the difference. You need an approach that respects consumers’ privacy, their informed consent in terms of data collection, right to non-intrusive communication and opt-out.
- Take a holistic view of return on marketing spend. Unilever’s chief financial officer Graeme Pitkethly has recently defended the “holistic” impact of marketing spend across the business to investors and financial analysts. Rather than judging the effectiveness of brand and advertising investment by looking for an immediate growth in sales, Unilever will look across a range of metrics, including the reach and frequency of its communications. It is also assessing the quality of that communication. In the company’s health, wellbeing and beauty prestige brands, a large proportion of sales come through direct-to-consumer channels, he noted. Therefore, much of Unilever’s marketing for these brands is behind sales-driving, lower-funnel marketing. In February, Unilever told its investors that more than 80% of its marketing spend in 2022 went directly into media.
- Carry out a regular effectiveness analysis. When it comes to finding out how hard your marketing budget is working it seems many marketers are in the dark. According to a Marketing Week survey, it is B2B companies who are investing the least in effectiveness analysis. The survey reveals that 11.2% of B2B businesses don’t engage in any effectiveness analysis at all. More than four in ten (42.7%) of the 1,300 brand-side marketers surveyed admitted their business only carries out effectiveness analysis at most once a year.
According to a recent webinar by Neurons, the 4 powers of effective ads are: Attention, Emotions, Cognition and Memory.
Where do ads fail, according to Neurons? In not grabbing attention in the first place, not being able to sustain attention or not driving attention to the right areas (brand, CTA). Also in our opinion, this could be particularly harmful to a campaign and undermine its effectiveness. Interested in further powerful insights on the subject? Take a look at our website where we have curated an extensive collection of valuable strategies related to the attention economy.
Novelty Media, via SmartAdd, offers an innovative mobile media channel ensuring maximum effectiveness for your ad campaigns. How does it work? Our global advertisers entrust us with their video and static content delivery, and we make sure the audience receives their brand message in a high-attention, clutter-free and respectful environment where content and communication are an eagerly anticipated experience. By utilizing specific moments of peak undivided attention, your campaign gets noticed every time and you rest assured that your ad budget is properly allocated for powerful results. Our audience consists of 100% verified mobile subscribers endorsed by Mobile Operators – in other words, your ads reach only humans. Get ready to experience a whole new level of advertising that keeps consumers engaged and eagerly anticipating your next message. Reach out to usand discover more about our solution.