Did you know that 90% of searchers did not decide on a brand before they started their search?
This is one of the main reasons why online advertising is so competitive. The ever-increasing competition is just one of the challenges that brands face when doing online advertising (and we’ll dive more into this below).
Still, advertising is an important part of any business’ marketing strategy. So you might be wondering, “What are some other advertising challenges and how can we overcome them?”
In this post, let’s review the advertising challenges that experts believe brands may face in the next year and discuss how they can be overcome.
- Reaching the right audience.
- Allocation of sufficient budget.
- Rely on one marketing channel.
- Downplays the power of emotions.
Reach the right audience.
The saying goes that advertising (and marketing in general) is about reaching the right audience with the right message at the right time. But it’s getting harder to reach the right audience and becoming a challenge for advertisers.
Valentina Turchetti, co-founder, CEO and content manager at YourDigitalWeb, says: “Even if brands use retargeting and advanced audience creation, they need to be aware of Apple’s tracking changes, where users can choose not to see commercials. units, may decide to say ‘no’ to advertising, business results may be lower compared to previous months or last year. “
How to overcome this challenge: While this may affect the results of certain advertising campaigns, it is important to remember that the industry will shift to adapt to this challenge. In fact, it may mean that brands will rely on more native advertising opportunities and / or focus on advertising to loyal customers. These are just a few ideas, but as it becomes more difficult to reach the right audience, the advertising strategies need to change. In addition, you can use products and services like Terminus, LeadsBridge and AdRoll to integrate your advertising with your CRM and find more customers.
Allocation of adequate budget.
Another challenge that advertisers will face in the future is allocating adequate budget. Budget is usually a challenge in the marketing and advertising world for small and medium sized businesses, but this challenge will also start to affect larger businesses.
Turchetti adds, “Advertising is no longer just an option: brands need to allocate a budget to it. Depending on which channel the target uses, brands need to run campaigns on Facebook, Instagram, Linkedin, Google Ads and so on. The organic reach will be lower in the following months. Do not forget that Facebook & Company are companies – I mean – they do business and make money, especially with ads, so their goal will be to push brands to make ads. More and more. “
How to overcome this challenge: Turchetti’s conclusion makes more and more sense as the organic reach of social media gets lower and SEO results become more volatile. The best way to combat this is to show the data to your leadership and management team, who make budget decisions and increase your overall advertising budget.
Of course, another advertising challenge that brands face is scalability. You need to run online campaigns that can grow with your business.
Turchetti says: “It’s not just about creating an effective campaign. The issue is to make your campaigns scalable to grow your business effectively. I believe landing pages are and will be the key to conversions. Let’s assume that brands create perfect high-converting campaigns with a targeted audience running the A / B tests, they understand which CTA best suits each campaign: it’s not enough. “
How to overcome this challenge: So what are you doing? “Brands have to work hard to create, test and run powerful landing pages that cater differently to different groups of targets and marketing channels,” advises Turchetti.
As we discussed above, online advertising is competitive. That competition makes it challenging for brands to reach the right audience in the right way.
Lewis Goldstein, president of Blue Wind Marketing, says: “As more brands enter the online advertising space, the competition will get tougher and tougher.”
How to overcome this challenge: Goldstein recommends that you get to know your audience on a deeper level. He says: “This will force advertisers to dive deeper into customers’ motivations by learning how they think (logic) and feel (emotions).” The better you know your target audience, the easier it will be to create effective advertising campaigns.
5. To rely on one marketing channel.
Online advertising does not exactly feel like an option at this point. But a huge challenge in the advertising industry is to rely on one marketing channel.
Goldstein comments: “With the recent disruption experienced by Facebook, Instagram and WhatsApp, it has never been clearer that it is an unwise move to rely on one marketing channel – even if you have mastered it. Remember that you are playing in their sandbox and must play by their rules. “
How to overcome this challenge: The best way to overcome this challenge is to strategically consider which channels you are advertising on. Goldstein says, “That’s why it’s smart to diversify the channels you use so you’re prepared for all seasons.”
6. Diminishing the power of emotions.
In recent years, we have seen a wave of nostalgic and emotional content play a major role in the advertising industry. Even though you may think this is just a trend that is disappearing, think again.
“Appealing to customers by using logic solely and forgetting the essential role that emotions play leaves a lot of money on the table. In the end, people buy products and services because they feel it’s the right thing to do,” Goldstein recalls. us about. “Emotions are scientifically proven to drive decision-making behavior. On the bottom line, when done correctly, this leads to more and more conversions, sales and revenue.”
How to overcome this challenge: To overcome this challenge, you need to rely on the science that proves that emotions drive purchasing decisions. Use this data to inform your advertising campaigns so you can get in touch with your audience in the most effective way.
The advertising world is constantly changing, and new challenges are emerging as technology evolves. But it’s important to think about these challenges, review ways to overcome them, and be adaptable with your advertising strategies.