The marketing world is still trying to adapt to the fluid global B2B impacts and find solutions
Two recent reports including the MDM 2020 Top Distributor Report and the Demand Gen Report’s 2020 Content Preferences Study point to significant changes including more targeted advertising.
Thanks to social media, the amount of advertising has become over saturated to the point of ad blockers and channel flippers. Because ads have generated revenue they will continue without any doubt. Customers are used to seeing ads from Youtube, Facebook, and LinkedIn every time they look at their device. Maybe you have spent thousands a month just to get those paid ads on google and yet the sales revenue did not reflect that expense.
So to compete with this surge of ads, more companies are spending more money, but is it worth it? You can always justify that “out of sight out of mind” line and there is truth to that, but can you remember what the last car commercial you saw said? Could you recall the features and benefits, did you and your family run to the dealership to buy 5 of those new cars right after the ad? I doubt it, but if you did, please consider me for adoption…
Ads are really about the content relevancy, when someone searches online for a new product or service, they need their questions answered. If you were in the market for a new car, what content in the ad made you look for more information online? Did you find out the colors, features, cost, warranty, bonus offers? Did you need all wheel drive for winter roads? Or even the additional roof rack to haul your skis? These are the details that customers will need to find on your website. So, while they are finding their answers, what will make them come to the dealer to test drive one?
The ad should to lead your customer to the next stage with a call to action. Maybe its to download a brochure, or popular by dealers is the build and price option online. Is there a bonus offer that’s limited like low financing or a free set of winter tires until supplies last?
What the ad has to accomplish is to get the attention of your customer to find out more, that’s it. Very simple in concept, but we see brochures in our mail box and email inbox daily that are blah blah blah with no motivation to do anything except aim for the trash can or the delete button.
What are your ad’s target markets? Do you need more detailed mail box ads because the parents want to know what safety features will keep their kids safe? Or is your millennial customer demanding a quick short Facebook video to see all the cool colors and how their smart phone connects to the car stereo. By looking at your core market you can determine the quantity, format and location of your ads.
In short, the digital platforms have certainly made a case in point for more advertising requirements. But before you use the spray can affect to reach everybody all at once, ensure you know which customers you want to reach and what call to action can take place.
When you receive an ad in your mailbox for day care and you don’t have kids, you know those companies wasted a lot of money and trees for nothing! Don’t let your advertising be like a dart board, being all over the place and missing the target. Focus on targeted advertising based on your research and return on investment (ROI).
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Thank you from your B2B Industrial Safety Copywriter!
Bryan Popowich
