The three main goals of advertising are to inform, to persuade, and to remind. Advertisers want to inform their viewers about the product or service they’re providing, generating buzz and bringing awareness to their brand.
The three main goals of advertising are toinform, to persuade, and to remind. Advertisers want to inform their viewers about the product or service they’re providing, generating buzz and bringing awareness to their brand. The next steps in the advertising process are to persuade viewers to look at their product/service, visit and engage with their website, or make a purchase! Once “persuaded”, advertisers like to send little reminders to their viewers and buyers about their brand, certain products or services, an item they placed in their cart, etc.
With an enormous and diverse audience online, it’s important to utilize many different channels and types of advertising to reach end users. Let’s take a look at channels like Facebook, Google, and YouTube, and see how the different kinds of ads are used to reach different kinds of people on each of these platforms.
These ads are directed towards individuals that haven’t ever of your brand, or haven’t ever visited your website or social pages. Scrolling through their Facebook/Instagram feeds might be the first exposure that users have to your brand and what you sell. Viewers may click on or engage with the ad - but aside from that, its use is to really just bring awareness to your brand. This advertisement will inform the viewer of your company, but might not generate further actions.
Facebook Retargeting Ads are meant to persuade or remind the people that have previously interacted with your company or your brand, whether that's through visiting your website, or social pages. They may have clicked on a link or even placed something in their cart. These individuals have the potential to become a purchaser or lead, based on the previous actions they have taken, and tend to generate a better ROAS (Return on Ad Spend).
GOOGLE DISPLAY AND VIDEO (YOUTUBE)
Similar to Facebook Traffic Ads, these ads are directed towards people that have never heard of or have limited exposure to your brand. These ads allow viewers to become familiar with your brand and the products/services you provide. These ads can be successful in building brand/product awareness because they are targeted towards people based on interests that are related to your company.
GOOGLE SHOPPING AND SEARCH
Whether or not they have heard of your brand or visited your website or social pages, these individuals have searched for the products or type of services your brand provides. These ads are meant to persuade those people to click on the ad, check out your page, or even add something to their cart!
GOOGLE RETARGETING AND BRANDED SEARCH
These ads are directed towards people who are generally more familiar with your brand and who have previously engaged with or have been exposed to your brand. The ads are meant to remind the viewer of a previous action they may have taken with your company and tend to have a higher ROAS.
These are just a few of the other platforms that companies use to inform, persuade, and remind viewers of their brand, products, and services. Using various social channels to advertise to different demographics and groups of people can be effective in gaining brand awareness and ultimately, generating sales!
But business blogs still remain one of the most essential - and increasingly more important - revenue sources to fuel user engagement, trust, and authority. This helps to propel each stage of the buyer experience: awareness, consideration, and final decision-making.
George Orwell’s “Big Brother” concept has been around for more than half a century — and since the inception of the Internet and social networks, even the most stoic and “rational” individuals have considered the possibility of its reality. While we cannot confirm that we are not part of the Truman Show, we do know that tech giants — like Google — don’t actually have the entire picture. They’re just really good at making assumptions. And you can see those assumptions right here, right now.
The year 2020 was historic for countless reasons, especially here in the United States — with 9.5 million acres of land burned by wildfires, $10.4 billion in toilet paper sales nationwide, at least 15 million marchers for the Black Lives Matter movement, and nearly 350,000 COVID-19 deaths, we all lived through ups and downs. The digital marketing industry was no exception to this historic 2020 rollercoaster, and the numbers are here to prove it.