Business Advertising Strategy
Is Your Advertising Strategy Out-Of-Date?
People talk about advertising strategy and advertising campaigns as if they exist in a vacuum. They don't. An advertising campaign, a branding strategy, or even a logo cannot be looked at separately from the advertising agency that made it. Marketing and advertising has gotten to be much more difficult as consumers have become more skeptical and discerning. People will no longer buy a brand just because of a flashy logo or a good slogan. The best advertising agencies have worked tirelessly to keep up with the market. Others have fallen behind. Competition has become very challenging. Developing an effective advertising campaign is increasily complex and difficult. Every business needs to carefully assess their total advertising strategy to maximize their chances of success.
In the past, ad agencies prided themselves on doing everything. The best ad agencies would write your white papers, come up with marketing and branding strategies for you, handle all of your public relations, and do anything else that you needed to make your brand successful. Although there are many advertising agencies out there that still take this approach, the trend is towards more and more specialization within the ad business. Many marketing agencies aim to do just one thing, and to do it very well.
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"People will no longer buy a brand just because of a flashy logo or a good slogan." |
This is why you have to come up with a good marketing and advertising strategy before you even consider hiring an ad agency. If, for example, you are focusing on a local market or a regional market, it is best to try to hire advertising agencies that specialize in that market. If, on the other hand, you are trying to market your project on a national level, it might be worth your while to find someone who has broad based national connections to coordinate your advertising campaign. No one agency may have all of the specialty expertise that you need. You may need to encourage your ad agency to work with other experts to bring together the best solutions.
Consider the impact of technology on your advertising strategy. Technology is creating many new options and it is impacting your customer and the sources they're using to find products and services. Customers have become bored with most advertising and they tend to not pay any attention when they catch sight of an advertisement. Furthermore, marketing data indicates that customers remember 10% of what they read, 20% of what they hear, and 40% of what they read and hear. This places a new emphasis on the need to combine audio and visual in your advertising strategy. For more information on an online advertising strategy that can capture your prospective customer's attention, hold their attention long enough to deliver the marketing message, and maximize retention through the combination of audio and visual, go to new advertising strategies.
The marketplace is changing. More and more business and marketing communications are moving online. Take a good hard look at changes taking place in your target market. Is your business advertising strategy lined up with your market? Whether or not you sell your products through an ecommerce website, it's important to consider integrating the internet into your advertising strategy.
About the Editor:
Ryan Williams
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Additional Relevant Articles:
Additional Relevant Resources:
American Association of Advertising Agencies - National trade association founded in 1917 that represents the industry in the United States. Site offers a database for advertisers
AdForum; Advertising Agencies, TV commercials, commercial ads - Adforum.com is an impartial, advanced and up-to-date source of information on the advertising industry.