What to Expect: Advertising in 2019
Website
A great website may be your most important advertising tool in 2019! Not only can it pave the way for potential customers to learn about the products and services you have to offer, it can also create the perfect first impression. Good first impressions are an essential element to attracting new customers.
Imagine entering a grocery store for the first time to pick up some fruit, and all you initially see is fruit that has been on the shelf, well, slightly too long. Envision you are going in for an interview. You arrive early and spend the entire time playing on your phone. When you finally go into the interview you are not fully prepared. These two scenarios result in first impressions that you do not want to happen. Instead you want a to put your “best foot forward” with a positive, impactful interaction.
To start, your website needs to be simple and easy to navigate. If your customers, or potential customers, can’t find something quickly, they may end up leaving or choosing someone else for their business needs. Disruptive Advertising1, has suggestions to make sure your site is first impression worthy: conduct a site audit, test out your interface manually, and use your analytics.
Another option is to completely redesign your site, making it more user-friendly. This can be more costly up front but could pay out significant dividends by keeping your current customers satisfied and attracting new clientele at the same time.
Social Media
Another advantageous online presence for businesses is social media. This method is a great way to subtly advertise and build relationships with your current and potential customers. People seek out brands that interest or intrigue them and regularly utilize social media to research potential products and services.
According to Statista2, as of July 2018 Facebook is leading the pack with 168.76 million users, followed by Instagram (116.99 million), Facebook Messenger (110.95 million), Twitter (70.21 million), and Pinterest (58.23 million). With a variety of platforms to choose from, select only the ones that make the best use of your time. If you have an audience with an age bracket of 50 – 64 years old, according to Spredfast3, you want to focus on interacting on Facebook more than any other type of social media. Nearly 75% of internet users in this age range are actively involved on Facebook. The engagement percentage drops from 72% to 21%, when looking at the same age group on Twitter. That doesn’t necessarily mean you shouldn’t interact on Twitter and only focus on Facebook. Using multiple forms of social media allows you to advertise and interact with new potential customers.
If you want to utilize social media to communicate with all potential customers, choose three to five platforms to reach the chunk of your current customer base and expand your demographic to hit new groups. Three applications that hit a variety of users include: Facebook, Twitter, and LinkedIn. These platforms help you target both older and younger generations and allow you to interact with all like-minded business users.
Live Videos and Video Ads
Live video is rising as a more prominent component in the advertising world. Companies are not only using videos as ads, they are also creating live videos to highlight sponsored events such as contests, trade shows, and behind the scenes action. This is a great way to engage with your customers. It allows them to get a glimpse into the company culture and helps them “get to know you” on a more personal level.
According to Impact4, “70% of consumers say they have shared a brand’s video. 52% of these consumers say that watching product videos makes them more confident in online purchase decisions, 65% of consumers visit the marketer’s website, and 39% call the vendor after viewing a video.” With numbers like these, most marketers are beginning to implement video advertising. If they don’t, they should consider if it is something that could help benefit their current and future customers.
You do not have to go directly to Youtube for video, anymore, as you are able to record and live stream videos in many other applications including: Facebook, Twitter, and Instagram. If you are looking for a way to reach younger demographics, this may be the best way.
Artificial Intelligence
Live video is rising as a more prominent component in the advertising world. Companies are not only using videos as ads, they are also creating live videos to highlight sponsored events such as contests, trade shows, and behind the scenes action. This is a great way to engage with your customers. It allows them to get a glimpse into the company culture and helps them “get to know you” on a more personal level.
According to Impact4, “70% of consumers say they have shared a brand’s video. 52% of these consumers say that watching product videos makes them more confident in online purchase decisions, 65% of consumers visit the marketer’s website, and 39% call the vendor after viewing a video.” With numbers like these, most marketers are beginning to implement video advertising. If they don’t, they should consider if it is something that could help benefit their current and future customers.
You do not have to go directly to Youtube for video, anymore, as you are able to record and live stream videos in many other applications including: Facebook, Twitter, and Instagram. If you are looking for a way to reach younger demographics, this may be the best way.
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Sources
1https://www.disruptiveadvertising.com/marketing/marketing-channels/
3https://www.spredfast.com/social-media-tips/social-media-demographics-current
4https://www.impactbnd.com/blog/video-marketing-in-2019-infographic
5https://www.gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL.pdf
https://thevisualcommunicationguy.com/2018/08/29/10-marketing-trends-for-2019/
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