SEO Modern Approaches of Advertising in 2020
Everyone has their own ideas of what “effective advertising” is, so when we discuss the idea of advertising, many different things probably come to mind. Maybe you think of banner ads scrolling across a website. Perhaps you think of large billboards running alongside the motorway. who can forget those hysterical US Super Bowl halftime commercials? Whatever we may think “effective advertising” looks like, it is quite a bit harder to explain how to do it,. Below, we will mention several techniques to modernise your advertising.
Emotional Appeal
Emotional investment is a very powerful motivator. Appealing to someone on an emotional level is an extremely effective way to capture their attention, and entice them to part with their money. An excellent example of this was the ads that were run by the ASPCA, which featured Sarah MacLaughlin. This campaign was an emotional juggernaut, which masterfully tugged at the heartstrings of its target audience. It is the single most effective and lucrative campaign that the ASPCA has ever run.
Creating Positive Associations
Another way of using consumer emotions as a motivational tactic is by connecting your brand, product or service with positive feelings which can be incredibly attractive to customers. This is achieved through catchy jingles or funny and memorable commercials. Using celebrities, such as television personalities, sports stars or even social media influencers are very effective ways of creating these types of connections. This is often done subconsciously, with the target audience quite possibly unaware that it is even happening.
Establish Your Company as a Trendsetter
At some point, millions and millions of consumers wanted to “be like Mike” by sporting a brand new pair of Air Jordans. This campaign was so effective at creating a “bandwagon” effect, that Nike is still riding this wave thirty-five years after the sneakers were first released. These shoes became essential to anyone who wanted to “fit in,” and they took Nike from a small, upstart sneaker company, to a multi-billion dollar international powerhouse.
Maybelline is another brand that understands the concept of the “bandwagon” effect very well. Thirty tubes of Maybelline mascaras are sold every sixty seconds in the United States alone. This certainly supports the company’s claim that they are “America’s favourite mascara.”
Highlight Benefits, not Features
Features and benefits are not the same thing. Another word for features would be “specifications,” or even “details.” The size, shape or color of an item are it’s features. The benefits of a product are the reason why that particular item will increase the quality of life for those who purchase it. “Can clean your kitchen up to ten times faster!” “Can give you a shave five times closer!” “Can remove grease twice as fast!” These are examples of the benefit the customer should expect when making a purchase.
While none of these techniques are necessarily new, that doesn’t mean they aren’t every bit as effective today as they have ever been. There are certainly many other methods for creating effective advertising campaigns, however, the techniques mentioned above are a great place to start.
