These ads completely ruin your internet browsing experience by gnawing their way into each and every page you visit. Sometimes they keep popping up or opening new tabs saying ‘You’ve won something’ even though you are just not interested! In fact, Google recently decided to come up with a solution to crack down those websites that employ ads that disrupt your browsing experience and cause security concerns.
Installing ad blockers might be a solution for consumers, but it’s definitely not going to help the brands. They can opt for Inbound Marketing but that will only yield results over a long period of time and today, in this fast-paced world of technology, everyone wants quick results!
How Online Advertisements Can Be Used to Engage With the Audience?
Since this would be a big roadblock for digital advertisers we found a way by which inbound marketing can complement digital advertising , and provide a positive experience to the consumers. After conducting a research on how people responded to different kinds of ads on the internet, Hubspot came up with some stats that show that few advertising techniques work better than the others.
With the help of this chart, we can determine that Email Newsletters and Sponsored Ads perform better than others as they are less pushy in nature and are advertisements that viewers have chosen to receive.
• Content is more related to native and social advertising.
Email Newsletters are opt-in kind of advertisement which the consumers choose to receive and they have the liberty to unsubscribe at any point. Also, they feature great content and offers and don’t give you the ‘salesperson’ vibe which makes the audience react positively towards them.
Sponsored Facebook, LinkedIn and Twitter posts are closer to traditional online advertisements but they receive positive response because they are not disruptive and can be highly targeted to the audience. For example, if you browse through an online shoe store, you might find ads on your Facebook page related to other online websites for shoes.
• Ditch the ‘sales pitch’ tone and make it more relatable.
As Digital Advertising is still a form of content, it should be used as an opportunity to add value to the audience rather than making it sound like a purchase. For instance, the latest Zomato Ad featuring Alia Bhatt is a perfect example for this point. Instead of just saying that ‘ Order food from our website’ Zomato has added an emotional angle to the ad where she is seen coming back home to her bestfriend who is injured and decided to cheer him up with outside food ordered through Zomato.
• Relevance is the key.
Digital Advertising has an advantage over offline advertising, i.e. the targeting options are available to you. For example, on Twitter and LinkedIn you can target your ads based on people who follow certain users. Or you could show use keywords that target people who are tweeting about certain topics. You could also set up conversion tracking and target people who have previously been active on your website.
• Inbound Marketing + Digital Advertising = Loveable Ads.
As we have seen that it is important for an ad to generate valuable content which is more relatable and useful to the audience, it is very important to make sure that the ads are reaching the right people at the right time. If digital advertising finds a way to coexist with inbound marketing, ads will not be ruining the Internet, instead, they will be providing the best possible experience to the audience and will also help brands to build a strong marketing front.
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'We are design, strategy and content creators. Our work includes designing, branding, marketing and building technologies for a range of industries including entertainment, music, fashion, retail and others. We have a team of talented artists, motion designers, strategists and geeky coders. We are nimble and responsive in a constantly changing industry. Bridging creativity and technology with human emotions, we create experiences that attract attention and generate meaningful conversations and acquire fans.'
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