In the last decade, spending on Advertising is about millions every year, to be surrounded by it in different forms from photos, videos… Etc, some we enjoy watching and some we look at them and say ” why all of this money for a product which is already used by all of us and we all know it well! “.
And what most of us don’t know is that these ads affect us somehow.
In smart ways from the marketers and ad creators, they don’t make you just a buyer, but sometimes they turn all your affiliation to the product.
Sometimes make you the primary promoter for them by your love for the product -or making you see the absolute importance of the product- and sharing and making others from the consumers how important using and having this product.
That is what exactly called “The psychology of influencing consumer behaviour” by advertisement
- To be more informed, chick first marketing meaning from: https://www.ama.org/the-definition-of-marketing-what-is-marketing/
- Advertising definition:
As “the Advertising Association of the UK” defined it: Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.
Promotion ads have their magic effects, even if it seems people are not aware of it, in every possible way to grab customers’ attention, tell them some useful things, announce something new or engage with them somehow.
Once you deliver the brand message to the right target segment in the right way, which is the purpose of advertising.
Agencies and companies can make it in different advertising techniques, and there are many forms for it like:
- Target mails
- Road billboards
- Mobile advertising
- Native advertising
- Paid search advertising
- Display advertising
- Guerrilla advertising
- Public service advertising
- Product placement advertising
And first of all, we have to make sure – as we mentioned- that the purposes are clear enough.
So let’s start by clarifying them.
- Advertising campaign objectives
Objectives of ads are varied by product or service, but selling is still the most important goal.
This doesn’t preclude objectives other than sales, such as Brand awareness, shout out for the important offers such as White Friday, discounts or regular offers.
There are also campaigns to define the product or the service and the smear campaign that you need to raise the number of followers of the product and create interest in the market.
also increasing the chance to check in, browse, sell your website and investigate your own order to visit, shop and buy.
Check this video to know how to make SMART objectives:
There is a hidden goal from the marketing campaigns or can be considered as a result too, and the most important shoulder in marketing, which is to influence consumer behaviour.
Let me take you on a tour to know more about it, but after showing you how to create your promoting campaign and the most important factor in it.
- What are the most important factors in your advertising campaign’s success?
1- Know your customer well
This is occurring by identifying the target segment and dividing it into several stands and distinguishing each stand from the other by identifying factors such as the income of each segment, interests, education, location, age, gender.. and more you have to know about your customer.
You can also get more close to your customer by making surveys which answer about their own interests.
2- Market research:
Deep knowledge of the market, competitors’ product types, quality, location, prices, and all the necessary information, in addition to determining the right strategy for your product, to enter the market or its already presenting.
Also continuously analyzing the marketing process, select the unique selling points (USPs), strength points, weaknesses points, the opportunities and the threats as well.
3- Identifying competitors:
You must constantly search and select the competitors, and take a deep look at competitors, exploiting their strengths and what they lack overcome.
One of the most important things knowing your enemy as your friend so that you can cover all the gaps in the market, and you can have a competitive advantage that makes the customer your customer, not the competitor’s customer.
There is a term called ” the Gap” in the marketplace that is fully exploited and taken into account to cover the market with diligence, so you know what points you need to highlight in your campaign.
4- Knowing the right channel for your campaign
Depending on the target audience, we determine the channel, as much as you are specific in your way to your showing method you will reach the best results.
5- Select the campaign’s main goal
The more specific you are in the advertising message, the faster it reaches the consumer. Many promotional campaigns fail due to the ambiguity of the message.
fix your customer the most of the time your message has to be clear enough, as it is the main factor.
It’s what makes your marketing process unique, and must be matching with the target segment and be value-added, as its goal is selling or service awareness.
7- Follow up on your campaign
You should not follow up on your sales only, but what it required from visits count, app installation, the experience of the service or asking about the service.
And these all factors affect consumer behaviour through your campaign.
Note: you have to put a measurable KPIs for your advertising campaign,
You can know more from this link:
- Effecting on buyer’s desires
Some of the advertisements if their campaign plan is good, can turn the not need to a necessary need to buy, and it can happen by showing your product advantages well, and what will get by buying this product.
As some marketing agencies do, they are telling you the indirect message that you really need this product to complete your social appearance, or need it to enjoy the more luxury in your life .. and so on.
- Controlling consumer’s emotions:
You’ve sure watched McDonald’s ad and you noticed the slogan “I love it” to make you feel that you really love their product as they all love it.
You can use this strategy in making your product a part of his emotions, whenever hears his name or sees it, by using some of the effective words and he in need of it, and his happiness completing with it.
- Surrounding the buyer with your product:
As you succeed in repeating your product’s name and hanging it in the consumer’s mind, the more you succeed in reaching buying process or using your product for what you want and more.
Human tends more to what they trust in, and when your product appears this trust will appear because watching it or listening to it continuously, and don’t only buy it but promoting buying and using it, and encourage other to try it.
In the end, remember that you’re not selling a product, you make a customer relationship,
and your AD has to be a solution to the consumer problem.
In a world full of technology forms, you have to be in different channels, spreading your campaign into all possible channels you can promote, and our last advice is to “ Put yourself in the customer’s shoes” in order to know what he needs, what are his problems and what he expects.
In the next blog, we will talk about ads in a deep dive into the topic, don’t miss it.
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