From Rob’s Desk: Time to Fine Tune Your Advertising. Now.
I’m going to go out on a limb here and assume we’re all completely over COVID, from an emotional standpoint. This unwelcome guest has caused unthinkable damage, reaching every corner of our lives.
And it continues to, in different ways, with each passing day. Including right now, with advertising.
This period is, without a doubt, the most important time for brands and businesses to fine-tune their advertising efforts. Why? Because platforms that were laid barren during the height of pandemic lockdowns and quarantines are buzzing again, which means the attention of consumers is once again being fragmented by a flooded advertising marketplace.
As a consumer myself, I could feel it. Advertising is back, in a big way. And statistics back up my organic spidey-sense. When I looked into my hypothesis, these metrics jumped out at me.
- Nearly 75% of advertisers held back campaign launches during the pandemic, and about 50% of them had plans to launch them this summer.
- Traditional advertising may have taken a hit, but digital spend is up. Search ads have seen a significant bump, according to industry reports.
- Paid search and social media were the only two platforms that maintained positive growth during the pandemic.
- According to WordStream, the average time spent per day with digital media is almost 8 hours, compared to 5.5 hours of traditional media (which is decreasing).
- Digital ad spend is expected to increase by more than 14% this year.
Consumers are spending more time engaged with digital media and advertisers are spending more money to grab their attention, creating an increasingly competitive playground for brands and businesses trying to increase their presence in the minds of their audiences.
So, when I say “fine tune,” I don’t mean simply adjust the target parameters on your Facebook ad. I mean, it’s time to truly understand who you’re trying to reach, to honestly marry messaging and audience expectations, to clearly communicate your unique offering and influence your audiences in a way that allows them to consider what they’d miss if they failed to act.
How do you do all that? Strategically.
It’s a simple answer and a complex need, but it’s not complicated. Those two things are often confused: complex vs. complicated. This is where I prefer to use the word “comprehensive.” And it’s the ideal approach for fine-tuning advertising.
A comprehensive approach, one that analyzes internal and external factors, one that incorporates brand anatomy, audience personas and strategic plans for platform utilization, and one that leans on exclusively measurable tactics allows brands and businesses to reshape (read: fine tune) advertising initiatives in ways that more appropriately connect with target audiences.
Like a comedian with a joke — you want your work, your efforts and your advertising investment to “land.” It can’t land if it gets lost. And that’s expensive.
And it’s getting crowded out there.
To better understand your current advertising landscape, reach out and schedule a complimentary, 30-minute consultation to review.