Why digital ads fail
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1. Online advertising is becoming increasingly important as more spending shifts to the internet, but the effectiveness of many online ad campaigns is debatable. 2. Reasons for ineffective online advertising include failing to use new techniques like social media, ineffective targeting of audiences, ads that are too complicated, and failing to clearly communicate the benefits of the product or service. 3. To improve ad effectiveness, advertisers need to incorporate new techniques, better target audiences, simplify ad messaging, and clearly state how the product benefits consumers.
Why digital ads fail
- 1. U V I I N I U I N : I v I C L J I A V I C V V I AD VAGIC: THIF TRIC< WITH DIGITAL BY PHANG CHEE LEONG opposed to the benefits. However, what they don't realise is consumers are The internet has become an increasingly cen tral place in the media trying to understand why a particular product makes sense for then- and uni verse . According to eMarketer, the internet's share of total media whether they stand to gain anything from purchasing the product spending will continue to rise, from 15% in 2010 to 20% in 2014, during It is important for advertisers to provide consumers with informatior on which an additional USS11 billion will flow into the online advertising how their product will benefit them. space. Additionally, with more consumers connected and on the move, they This enhanced level of spending shows the internet is where may not always have the time to look at an ad and digest why buying a advertisers and marketers are finding their audiences ioday. product will make sense to them. If this detail is missing from your ad and However, the efficiency with which is debatable. The question you aren't able to communicate a quick payoff, they may just get irritated. that is plaguing marketers more and more is: "How effective are our online are carryingcampaigns?" they advertising this out Insignificant call-to-action leaves a feeling of uncertainty Let's take a look at some of the reasons why online advertising fails. Your audience is looking for answers from your ad and not more questions. For those who believe an individual's curiosity is aroused by Lack of incorporation of new techniques ambiguity, it's time to realise doing so in an ineffective manner will lose you a It is important to understand that social media marketing and Web 2.0 prospective customer. Provoking your customers to engage with your ad techniques, such as social networking, micro-blogging, live-streaming, by using creative methods that are appealing and not complicated will help live-casting and social gaming are instrumental and essential in getting bring you one step closer to a conversion. the success you are looking for. However, some online business owners overlook this and are Lack of persistence unwilling to change, sticking to archaic techniques that don't get results. Internet marketing is an ongoing process where the persistence factor is crucial to the success of a campaign or brand. With persistence will Ineffective targeting methods come results. Many a time, the target audience is ignored because of the adoption Companies need to continuously work and develop their internet of ineffective strategies. Moreover, new and more efficient targeting marketing strategy while investing more time and money, keeping in methods, which would help reach a particular audience, are often mind the latest trends and. most importantly, customers' needs, in order overlooked. to be successful. With online marketing. focused targeting is possible. The triumph of digital advertising does not lie in the medium itself. Different methods to reach an audience include geo-targeting, time- A s u c c e s s f u l d i g i t a l a d w i l l e n a b l e consumers to targeting and re-targeting. It is important to understand who you are experience the product and will expose them to the benefits of using targeting, and what method of targeting will work best for a group of the product. individuals to enable you to tailor your product and website 7 accordingly. Ads are too complicated and complex Many advertisers do not with your understand people are not as interested in their products and services appealing and not complicated will help to ad by using creative methods that are as they are, and tend to include too many details when constructing an ad. ,/k14 * MARKETING-IN ERACTIVE rpm . T 14 a d v e r t Is I n g • marketing I MARCH 2011 No road map required: Consumers gravitate to clear and relevant ads. sers need to explore and exploit and possibilities available to - - —agic out To attract your audience's attention, your ads need to be short simple. ,s the CEO of Innity. Ads lack benefit statements One of the main issues with advertisers today is they believe their campaign will be more successful if they list the features of their prod= as