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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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 –

Attention

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.com. Glabex helps you to create right adverting message.

 

READ ALSO:

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5 of the most important elements of an advertising message

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Tools for SEO keyword optimization

Tools for SEO keyword optimization

Image

 

How to choose an agency and how many agencies to use

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s “natural or un-paid (“organic” or “algorithmic”), search results.[1]

Before moving forward, ask yourself a few questions which will help you to decide:
1. How many leads or sales per month/week/day do you want to generate?
2. What is your estimated budget?
3. Do you have different verticals/domains and whether the keyword set is vast or limited?

If your web resource is small and aimed at one specific type of business, then one agency is enough, otherwise there are just too many over-lapping aspects that could cancel each other out. The agencies would be competing against each other and it could hurt your overall SEO campaign and its rating. Choose a company that has a good understanding of the keyword search volume. So it’s better to choose an agency with a good reputation. Keep in mind that it could be costly. 

If your website is a big portal and has different departments, then you can hire 3-4 agencies based on their previous work. These agencies would work on different sections of your website, creating different keywords for each section. In this case their independent work will not be negatively affected by the work of the other agencies. Using a multi-agency approach will enable you to choose based on each agency’s performance.

If you do not have a big budget or you’re looking for a simple promotion campaign for your small business or start-up, do not waste your time on SEO which was created by Google for Google searches. Instead, create simple user-friendly profiles for your company on Glabex.com; list your all products, upload product images, and upload videos. This service is free for any business, and it allows you to create an online presence for your business.


[1] Wikipedia

Involvement: is this all we need to win customers?

Image

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.

 

2. 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.

3. 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!

4. 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.

5. 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.

 

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.

With Glabex you can create daily involvement campaigns, including deals, coupons, customers surveys, prizes.