Digital advertising has not only become indispensable, but also a major field of competition among marketers' struggle to attract attention and drive revenue. However, digital marketing has been dogged with issues like lack of trust, weak customer engagement and they are easily filtered or ignored, according to Carolina K. Reid in her article, The State of Digital Advertising. Along with the development of information technology, marketers have also developed new ways to engage with consumers online. Native advertising, content marketing and online video are on the hot list of buzzwords for advertisers in the past year. The author looks into the future and concludes that we will see more personal stories by brands, and better forms of native advertising.
With a deep understanding of your target customers, marketers should be able to produce different content for different customers according to their online behavior, their needs and motivation. By providing a more personalized experience, marketers will make consumers feel related, and willing to engage.
Brands should be able to offer unique information to consumers. Instead of marketing a product, try to tell a story, it could be a story between a consumer that benefited from your brand, or a story of how your product is made, or a story of your employee. Instead of aiming to sell, try to provide useful and original information. It could be the 'how-to' articles or tutorial videos.
By following the three action items, I believe you will be able to create advertisements that engage your target audience, increase brand awareness, create a mutual beneficial relationship with your customers, and as a result, achieve your sales goals.
Chloe Xu is a graduate student in Integrated Marketing Communications program at Medill, Northwestern University.
Her passions are digital marketing and marketing analytics. Prior to IMC, she worked as a Marketing and Sales Specialist in an intelligence & consulting firm in automobile industry. Her clients included GM, Ford, Chrysler, Tesla, DS, Honda, VW, Chery, etc.
Follow her on Twitter: @chloeIMC
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