Online advertising has of course become a multi-million, if not billion, dollar enterprise what with the entire world online at one point or another at any given time of the day. Surely if you’re a brand manager or brand marketer you know the value of online advertising as part of an overall integrated marketing campaign.
But what if the most powerful brand ambassadors in the world are not the least bit interested in your online advertising? What would you do then?
Well you may want to go back to the proverbial drawing board Mr. & Mrs. Brand Manager because based on a recent survey, the most powerful brand ambassadors are indeed not the least bit interested in your online advertising, at least a large majority of them.
And in just in case there were any doubts as to whom the most powerful brand ambassadors are, allow me to quote myself (if that’s even legal) from a column I wrote, appropriately entitled Why Women Are the Most Powerful Brand Ambassadors In the World:
“… when you factor in that women account for 85% of all consumer purchases including everything from autos to health care, it only stands to reason that the most powerful ambassador a brand can have… is a woman.
As to the aforementioned survey, the folks at Ask Your Target Market or AYTM recently surveyed consumers on their likes and dislikes when it came to online advertising. Overall, the results showed that when asked how likely they were to click on an online ad, 65% indicated they were either not very likely or not likely at all to click on an online ad.
A very significant percentage for sure.
However, when you break the results down by sex, the numbers skew even higher for women with 70% responding they are not very likely or not likely at all to click on an online ad.
What About Social Media Ads?
When it comes to Facebook ads, the numbers are a little more encouraging for brands as 60% of women indicated they are are not very likely or not likely at all to click on a Facebook ad.
So, What’s A Brand Manager Or Brand Marketer To Do?
The first suggestion I would have is if you’re not already, test your online advertising. Don’t assume your ad is the best and is good enough to get your message across. This is still marketing boys and girls, so test.
The next piece of advice would be to get more personal in your online advertising and by that I mean use what you know about the person to customize the content in the ad itself.
Why do I need it?
Online advertising is huge and still growing. In the UK it has overtaken television to become the biggest advertising medium and now accounts for 20% of all advertising spend.
Whether you are selling a product or growing a brand, online advertising is a flexible and cost-effective way of getting the message out and driving traffic to your website.
It’s visible
Millions of ad impressions at your fingertips on a growing network of websites.
It’s relevant
Our network gathers anonymous information about the habits of website users and then serves appropriate advertisements to them. If you’ve been using the web to research which new car to buy, you might notice that you will begin to see more advertising for automotive brands on websites you visit. This is behavioural targeting in action. It ensures that website users only see ads which are likely to interest them.
You’re in control
You pay on the basis of impressions – that is, how many times your ad appears. Once your target has been reached, your ad stops being displayed.
It’s affordable
You set your budget with us. And that’s all you’ll pay.
It works
If you want 100,000 impressions, that’s what you’ll get. Guaranteed exposure.
Want to Know More?
If you are an advertiser wanting to reach a large targeted market then contact us and one of our advertising sales team will call and discuss our network.
