According to research, even 90% consumers do not trust advertising. Many of them do not even pay attention to advertising messages appearing in various channels. This presents entrepreneurs with a huge challenge. Companies that want to achieve marketing goals must look for interesting ways to reach their target groups. Non-invasive advertising tools are perfect for this. What are such solutions?
What are advertising tools?
Offering great products is not enough to sell and generate profit. First, you need to reach recipients in some way, show them the benefits of having a specific item or use a service, and effectively encourage them to buy. This is especially important today, in times of enormous competition, an overabundance of services and products, and an incredibly wide, constantly changing market. A company that wants to appear must conduct wide-ranging advertising activities based on specific goals.
Advertising activities is carried out using selected advertising tools. Advertising tools are the means of presenting a company's products or services. These are solutions enabling communication with marketing environment. The tools provide valuable information and in some way encourage people to take advantage of the offer. However, to be able to implement their idea, they must be interesting, unique, the kind that the recipient will want to watch or read.
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The problem of modern advertisers
Today's consumers are flooded with an excess of information, advertising messages and news. They are surrounded by billboards in the city, they hear advertising blocks on the radio and TV every now and then, they see a lot of banners on every page on the Internet, scrolling through the news on Facebook, they constantly find sponsored posts, and their favorite influencers constantly promote new brands. The excess of advertising messages causes the consumers to stop noticing them. They do not pay attention to them - it is as if they were not there at all. As a consequence, advertisers fail to meet their marketing objectives and have difficulty generating high sales. What is the answer? The key to success is the use of unusual advertising tools.
The ideal advertising tools are those that:
- stand out from the rest,
- they are pleasant and easy on the eyes,
- are not intrusive,
- affect emotions - e.g. they generate positive feelings, associate well,
- have an attractive form,
- are on time.
Non-invasive advertising tools
1. Substantive content
You can find information on the Internet on virtually any topic. By creating content that corresponds to the inquiries of your consumers, you will strengthen your professional image, gain the trust of recipients and thus increase their interest in your brand.
Content marketing it is currently a powerhouse of online advertising activities. Interesting, substantive content not only provides a lot of valuable knowledge, but also subtly encourages you to take advantage of the offer. In addition, they are an excellent support for SEO activities, which - as has long been known - are an integral part of the functioning of the brand on the web. Properly optimized texts, enriched with specific key phrases, contribute to the improvement of the visibility of the website of the business card or the online store in Google's organic results.
Content marketing is undoubtedly one of the best non-invasive marketing tools. The content does not aggressively attack the recipient. Internet users themselves find them by entering the appropriate words or phrases into the search engine.
How to implement content marketing? A great way is running a company blogas a separate tab on the official website. The blog should contain substantive, interesting and correctly written texts that correspond to the most frequent inquiries of consumers. To search for key phrases on which to base your content, it is worth using tools such as Senuto, Semstorm, Surfer Seo or Google Search Console.
Up to 65% of the population are assumed to be visual learners. Images influence our emotions and bring us to specific associations. It is much easier for us to remember an interesting picture than even the most engaging content. No wonder that visual advertising is an effective tool in marketing activities.
Its special variation is video. Advertising spots are not something new in the marketing world. Their story began shortly after the invention of television. With the development of the internet, especially the YouTube platform, their popularity began to grow. However, today, in times of enormous competition and information overload, an ordinary advertising spot is not enough. Classic video forms focusing solely on promotion do not work as strongly on consumers as they used to. Modern audiences need something more. They need additional incentives that will encourage them to buy the presented products or use a specific service.
Video as an advertising tool must:
- draw in, arouse curiosity,
- affect emotions - e.g. to move or laugh,
- provide unusual information, curiosities, facts or statistics,
- tell stories,
- talk about important things - e.g. social initiatives, problems of the modern world, matters important for the general public or a specific social group,
- promote a product, service or brand in a subtle way.
Do you remember the Allegro ad where my grandfather studied English all year round to talk to his granddaughter who did not speak Polish? And you know the Yes brand spot, which talked about women, their diversity, uniqueness and strength? That's what today's video ads should be like!
Substantive content and advertising spots can be an interesting supplement to a marketing campaign. These non-invasive advertising tools allow you to effectively reach the target group and facilitate gaining the trust of recipients, and thus support the company in achieving marketing goals.