Create More Meaningful Digital Advertising

by Lena Swoboda
08 November 2018

Reaching the right customers at the right time with the right message has never been easier and more complex than before.

We can now target audiences based on so many different criteria: demographics, interests, shopping behaviour, household income, relationship status and even future events in their lives. We are able to re-target users that have been interacting with your brand before and follow them across different channels and devices.

But customers and users are also more and more demanding. Following their activities through the web can be perceived as a disturbing experience rather than an attractive one if the message isn’t of interest for the individual. Therefore, advertisers and brands are facing the challenge of having to generate cross channel, audience focused strategies that provide value for customers through all touch points of their user journey.

Here are a few steps that should be considered when creating meaningful advertising for customers:

Target Group Segmentation

Use as much data as possible to categorise and define your target groups and segment them into relevant groups.  Make sure you consider target groups that are the most relevant. This will improve relevance for the user due to more direct targeting.

Messaging that reflects the user journey of the customer

Depending on the buying decision process of individual products the user journey will vary. Mapping out the buying decision process of your product will help define a messaging strategy. Accompany the user through the whole journey, and make sure to build trust and an emotional connection or provide facts and USPs as soon as it is relevant and valuable for the customer. If possible, consider previous touch points of the customer with your brand. Personalise the message based on the products or interest they’ve shown through their previous browsing or shopping behaviour on your site.

Ad content that fits browsing intention

By addressing users across different channels they will show different involvement to content provided to them.

In a channel such as Search, users show high involvement and interest in information provided to them since they are actively looking. On the other hand, when browsing through the web or social media sites they are interested in the content of the particular site rather than ads presented to them. Ads presented to them need to catch their attention, need to be of interest and meaningful in order to not be ignored or being perceived as disturbing. Therefore, it is crucial to quickly demonstrate the personal relevance of the ad. An easy example is to make sure to address their personal needs and interests compared to business relevant topics based on their current state of mind. Someone browsing through LinkedIn will be interested in different content than when they are on Instagram.

Landing pages need to have valuable content

After catching the users attention it is important to deliver on what has been promised and more. The landing page provided needs to provide valuable content to the individual. If users don't feel the site is addressing their particular need, they will leave it within a couple of seconds. And if providing valuable content to relevant users means your are not promoting your product or service straight away, it will certainly help to build trust and  a positive brand image.. This will assist to drive decision making process for your product once users consider buying.

Data driven optimisation through testing

Even if you know your target audiences well and you’ve defined a well thought through strategy, testing will help to constantly evaluate and improve your strategy. Setting up your campaigns in the right structure will help to generate valuable, data driven insights about your customers, market developments and how to better promote your products and your brand.

For more information on how we can tailor a search solution for you please call 1300 725 628.

About the author
Lena Swoboda
Digital Strategy Lead - Paid Media

With more than eight years experience in digital performance marketing, Lena is head of Salmat's paid media and SEM teams. She is passionate about delivering measurable results for our our clients by generating meaningful and valuable customer journeys for users. With her broad experience in end-to-end marketing strategy she runs branding, lead generation and commerce campaigns for mid-tier and enterprise B2B and B2C organisations.

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