Involvement: is this all we need to win customers?

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One of the global concepts of modern advertising is audience involvement. It comes from growing social media expansion. The idea is very simple – if people ignore most advertising messages, don’t just shout louder; inspire them with the right forms of communication which result in a message people can relate to.

1. Involvement affects the coverage of the campaign
Involvement is not a solution for all the problems inherent in communicating advertising messages. People understand what you want to say, but the main problem is that these people will be less loyal to your products because nobody wants to listen to your message or get involved in a marketing campaign.

You need to run a company by building brand recognition, and therefore it is necessary to build a wide audience by sending out a relevant message.


  1. Involved contacts

The first point suggests good marketing makes for more involved contacts. Usually, we want only the highest quality contacts. Getting these qualified contacts usually involves investing in expensive banners and CPM advertising. But there are other ways too.


  1. The effect of being involved

The problem of the miscommunication between customers and sellers or via B2B marketing is the low quality of involved contacts. For example when we are trying to introduce a service or product to irrelevant contacts, they refused it immediately. Some marketers would be happy to pay extra for quality contacts, but why? But paying more isn’t the answer. It is more important to make the right investments than to make bigger investments. Ad banners on the internet or TV banners aren’t going to be more effective if they are more expensive!


  1. As a result, the virus message or webpage banner might be only the second step to engagement

The fact is that media advertising is tricky. We have to admit that it can get people talking, but not as much as you might want them to. And this discussion can go in the opposite direction to what you want it to go and have the opposite result of what you intended.


  1. Another type of involvement through discounts and competitions

Involvement through discounts and competitions is a good promotion campaign, but it is NOT engaging. Sometimes marketers forget that fact. Involvement can only be voluntary, and people do not get involved in promotions with prizes or discounts.

For example, very often people get involved in marketing campaign through social networking contests, which are supported by prizes and free coupons. But it necessary to remember that people come for the prize, and they do not care about your brand. The number of prizes is limited and so your promotion brings temporary results, which only last for the duration of your campaign or competition.


  1. Involvement is not a goal of marketing

The purpose of advertising is to raise awareness, but it is not engaging. It’s the same thing as having 10 000 followers in Linkedin. You have 100 000 members, but so what? If they are all stay silent, nobody will care about your brand. Involvement is a tool for the advertiser, engaging is the goal of advertising.


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Have you ever thought about having an online presence as a small business owner?

 Once I started my business, I asked myself the following questions:

Once I started my business, I asked myself the following questions:

  • What is actually having an online business presence means ?
  • Why my business need a proper online presences ?
  • How it will effect the way I do business ?

 Online Presence Means

Just the tools we use to do business online are different due to the new technology.

In current environment online presence means having at least the following:

  • Business web site;
  • Blog;
  • Facebook Page, Twitter Account;
  • Online Store

Please note result depends how well you use these tools

  • Only Having online presence only will not generate business for you. It is just like opening a high street shop does not guarantee that you will get business. New business generation depends on how well you market your shop online or offline.
  • Therefore, customers are getting more and more demanding and want to interact with the businesses using new communication tools before they decide to buy. For this you need a two way communication tools such as website with a blog and social media properties.


Why Small Businesses Need Online Presence

  •  World has changed whether you accept it or not.
  • Nowadays customers want to see what other people say about any business they are going to do business with.
  • This is not possible to find out from phone directory or yellow pages alone.
  • Therefore, people find businesses online and like to check reviews before deciding to do business with any one.


How It Will Effect Your Business

Online presence give you the freedom to sell potentially across the globe as long as you can deliver.

Some of the benefits of having a good online presence

1. Power to sell more through another powerful channel;

  1. Potential to sell all over the world;
  2. Social Media tools help word of mouth marketing;
  3. Potential of make a system and sell on auto pilot;
  4. Low operating expense compare to brick & mortar business.


Business owners like you are busy people

  • Not time for posting in dozens of social media platforms..
  • No time for organizing online stores..
  • No time for charting with customers and replaying on reviews..
  • No time at all!


Glabex business tool!

  • It is free!
  • Easy to set up your professional business presence;
  • Integrated Marketing Tool, which focuses primarily on the business development;
  • Social Sync Tool allows to manage your social marketing from one place with on click!
  • Ecommerce Platform !
  • Centralized customer communication tool!
  • Professional Media library!





5 of the most important elements of an advertising message

ad message


5 of the most important elements of an advertising message


1)      Emotional exploitation is the best way to communicate the relevance and value of a brand, product or service to an audience. Results of such emotional recognition create loyalty. And this message that evokes strong emotions can attract attention and build confidence. Even more, to inspire loyalty and ensure a more successful dialog with the prospective audience, the goal of emotional approach is to create a feeling. The way people think about a brand does not make them act; the way they feel about a brand does. Especially the way a brand makes them feel about themselves.

2)      Connectivity with the people it is designed for, honest replication of brand it is associated with.

3)      Call to action! Without a call to action, any message is more news than advertising. Messages should communicate the unique benefit of your product or service and then give a clear bid for action.

4)      The message should consist of just a few sentences and should be easily interpreted by the target audience. Simplicity is the key.

5)      Creative delivery of the message that can create a WOW factor and remains in the consumers mind for long time. When creating a catchy message, do not forget about your strategy. Try to keep a balance of creativeness and being informative.

Let’s take a look at another dimension of a good marketing message:

DIFFERENTIATION: think about what makes your product/service different from others, what makes it special.

To understand the difference, follow these easy steps:

1) Study your competitors’ products

2) Eliminate gaps between your product and your competitor’s product

3) Build cheat sheets, map those differences, measure these differences with money, time and convenience

4) Describe these gaps to customers

Your task is to educate customers; why should he/she stops buying what he/she already buys and start buying from you?
ATTENTION – The ad must grab the viewer’s attention within 3 seconds.

example –


The best way to do that is by clearly identifying with the viewer’s pain points. Something they wish they had a solution for.
To be attentive, you message should be

1)      Relevant

2)      Short

3)      Simple

4)      Well written (well shown as on example above)

INTEREST – The ad must clearly identify the solution and create emotional awareness for the viewer and keep him glued to the message. Also, it must clearly identify your selling proposition.

DESIRE – The ad must then paint an emotional picture of the benefits. Think about, what your customer wants, what you can offer him that will make him happy?

Creating this emotional hook, think about what kinds of feeling you can create. You should create something attractive and memorable, but don’t forget to focus on your product. For example try to avoid this: “I got a great commercial message last night, but I can’t remember what it was for.”

ACTION – the ad must catch your eye. First, you must identify what action you want the viewer to take. Then make it irresistible by supporting the offer with something that’s appropriate for the business, like a free trial, an eBook, or a presentation.

Keep in mind, that advertising initially is not about sales, it is about creating awareness. Ad messages must be simple, direct and have an emotional impact. Next, ads should reflect the brand strategy.

Advertise with Glabex helps you to create right adverting message.



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History of Ads. Reality and Future of Advertising

Reality and Future of Advertising

Here we are trying to discover the history of advertising development and marketing itself. At the end of the article we will discuss the future of advertising.

Over the last couple of years, the marketing industry has undergone several significant changes, mostly related to the shift in digital technology. Many people claim that the world is changing, technology is improving, but advertising techniques stay the same: we have the same media, radio, magazine commercial and outbound advertising. We are not going to refute this, but the changes we are going to discuss here are in another area. We will discuss the process of an adverting evolution as a means of staying competitive.

Advertising is considered to be very effective form of marketing and the greatest tool for lead generation. But lately, the effectiveness of advertising has been decreasing. Moreover it is hard to monitor interdependence between advertising campaigns and its effect on business. This is thanks to advertising changing and also because of shifts in the market. From 50s, advertising has undergone many changes.


The first changes included TV appearances and mass communication development. At this time, advertising had the greatest impact on the audience. Its success was thanks mostly to the lack of competitiveness on the advertising market. To whole demand on advertising products was unclear Bck to 50s demand exceeds supply.


The next step, with the growing competitiveness, was the change of approach to how good were produced and marketed. The new marketing approach, which differed from the previous approach (let’s call it the sales approach) can be seen with product development. With the sales approach, the first step is to develop the product, using existing industry capabilities, and only then to find customers for this product.   Marketing takes the opposite approach, it begins with  market research and customer needs, and only then we find the product development stage. By using marketing, the concept of advertising is utilized to get the competitive advantage. The concept of such advertising is simple: with growing competitiveness on the market, people are looking for products that suit them, so the advertising should promote the advantages products provide to consumers. This approach helps companies to lead have a competitive edge.

And the market is developing all the time, therefore the competitiveness is increasing, and companies are adjusting to new levels of market and new rules of competitiveness.  In these markets, the marketing concepts no longer work, as it becomes impossible to produce advanced products, as competitors are always ready to copy your products.   

Obviously, marketing itself is developing and improving its concepts, which allow us to push competitive levels to the new heights. That’s where branding comes in.  When creating competitive products based on functionality or technological advantages becomes impossible, the competitiveness itself shifts to the emotional areas i.e. how do consumers feel about the products? Marketers learned how to created product associations, that how marketing impacts people’s preferences on a new level, rather than logical comparison of two products. Such emotional associations allowed producers not only to drive successful campaigns but also to increase prices on well-branded products. Branded products, accordingly customers’ attitudes brought much more pleasure and satisfaction. They were perceived as having more value over products with unknown brands. The appearance of branding in the 70s-80s brought another revolution into advertising business; new formats of advertising and marketing approaches to bring back the effectiveness of marketing campaigns.

Now we are now at the stage when competitiveness moves to the next level, while the advertising concepts remained in the same place. 

First of all, we need to understand what we need advertising for. According to Wikipedia; “Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. In other words advertising is the source of media, which should spread the information about the product, service etc. In that manner to persuade the audience to take some action. During the whole history of advertising, the total concept of advertising remains the same, while the competitiveness is shifted from the product area to advertising itself. Now there so many different advertisements around us, that it becomes impossible to get all this information. Advertisers do not know how to reach audiences. In this case the work of developing products or services can be successful only when markers can reach their audiences.”

Before we offer a solution, let’s check the existing methodologies:

The first method is corporate ethics, or brand ethics where a Company is following it’s principles. The company image increases dramatically, as its customers and audience can see it taking care of social responsibilities, or when it acts ethically. For example; a company can become environmentally friendly, improve its ecological impact, or produce only organic products. The company can also choose to be patriotic and to keep all production facilities in the country of origin or hire only citizens instead of cheap foreign labor. While these ethical approaches are admirable, but they may cost too much.

Moreover this strategy could be limiting in terms of creating a highly competitive atmosphere with limited access to the information, company overviews or products. These kinds of companies could be easily outrun by more competitive adversaries who do not care about the environment and focus on providing cheaper products.  

Another approach is through the community and social networking. This approach is to disseminate information via word of mouth. There are some advantages of this approach, like creating customers who are more loyal or utilizing the strength of a friend’s recommendation.

 But there are several issues with using social networks. One issue which we have already covered is that you have no control of the message that is passed from one user to the next. People are speaking about their private business rather than your product/service.

The second issue is that people are not ready to discuss all products with the same enthusiasm. 

Some of your products will be more popular than others. According to statistics, the least discussed products on social networks are beverages (especially non-alcohol), luxury goods or personal cosmetics or drugs. 

The main issue here is that people usually only discuss well-known brands. According to the research, approximately 47% of brand discussions center on advertising. This means people are discussing commercials rather than products. Imagine how long the majority of social media users have to wait to hear news about new iPhone without commercial?

The third issue is involvement. Involvement is the consequence, but not an independent event. People are involved in the discussion or issue or commercial because they are interested and they seek out this kind of information. It is important to understand how involvement evolves in order to use it.

We consider that the main decrease in the effectiveness of the commercial is the lack of audience attention. People just lose interest in commercials, but we need to find ways to get that attention back.

 To fully understand this principle we have to analyze the history of commercials.

The history is significant because we can see that advertising is more about explaining the value of the product/service to the customer from different prospectives. In the beginning, it is the simple functionality and competitive advantage, while later on it’s the branding, image, style, options, customization, personal orientation, and mix of styles. Any product that becomes more and more complicated in in terms of value, functionality, brand positioning and advertising is following this trend. Nowadays, advertising isn’t adding value to the product; advertising is part of the product or service, and sometime it is the most significant part.

The idea is clear, if the advertising is valuable to the audience, the audience will pay attention to it.

So advertising is not something we may or may not to include, it is necessary and it is the most important part of your product. 

Modern market is very hectic and moreover it is diversified, which means advertising should be created to satisfy very different needs.

The modern marketing world in the digital development can offer many more ways and platforms for advertising. Media advertising is more available because of the internet, word of mouth is faster thanks to social media.

Also the concept of “Advertising Value” includes the idea of creating something useful and interesting for people. Create advertising which people like to see, listen to or watch. It could be an amazing art-style billboard, or cool article, or an e-Book with useful instructions, a nice looking presentation, or a free event for your audience, coupons, etc. There are an unlimited number of ways to create useful advertising.

This article is sponsored by Glabex offers clever advertising, online e-Commerce platforms and social collaboration. Most Glabex services are free, easy and fun to use! Enjoy doing business with Glabex!