How to avoid an irrelevant attempt at relevance
What do consumers actually think of ads? Great question – and one that Emily Jones was immediately drawn to in this article from GWI. As Ramey’s Digital Media Strategy Manager, Emily is constantly trying to tap into the minds of consumers. From social media to television, she knows placement and relevancy are key to maximizing effectiveness.
Overall, the more information you provide and the more personalized you make the customer experience, the more likely it is that the consumer will engage with your ad. In fact, ads that fail to make a personal connection with the consumer create a more negative connotation of the brand than ads that seem to know the consumer too well. Narrowing down your target audience helps you increase relevancy and actionable information.
Consumer behavior varies from generation to generation. While the younger audience is seeking entertainment over information, the opposite can be said for Baby Boomers. One thing they all have in common? Over 87% of people say they don’t want ads to show a companies’ COVID-19 response or raise awareness about social and environmental causes. The answer? Entertain and inform.
Consumer behavior varies from medium to medium. To no one’s surprise, attention spans aren’t what they used to be. They get shorter with each generation and every new piece of technology that hits the market. So while social media might be the most consumed form of content, it’s also home to the most distracted audience. That means if you’re placement and relevancy aren’t spot on, you’re just throwing money in the air.
TV isn’t dead – or dying. It’s simply changing. Broadcast TV is still more popular than online viewership. This is also the medium where consumers are most accepting of advertisements, and therefore more willing to make a connection. That’s because traditional media is viewed as less intrusive, more entertaining and more memorable than any other outlet.
All advertising mediums have their purpose. Treating them, all the same, is where most brands go wrong. Nowadays, you need to know more than just who your audience is. You need to know what they think and how they behave in order to maximize your spend.