Get Your Advertising Market Ready | Advertising Trends for 2017
Advertising is one of a businesses most visible channels of communication. Although TV, radio, outdoor, print and online – and every variation thereof – are different opportunities, the message within remains the most critical component for success.
/noun/ The process used in calling the public’s attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print, broadcast, outdoor or online.
Advertising is how a company encourages people to buy their products and services. Advertisers influence our identity by making ads using techniques to grab people’s attention (stopping power) and can bring new customers and more sales for the business (if done properly).
But not all advertising is created equal.
According to the Market Ready Index, most business-to-consumer advertising (column 3) is scoring 55.0, although the 2017 target score is 71.0 – a variance of -16.0. Overall, the average B2C scores 50.9, 22.2 lower than the 73.1 target score. Based on best practices, these scores provide a metric for comparison.
Advertising Trends for 2017
As advertising continues to be a critical channel of communication to reach consumers, look to current trends for insights into some ways your advertising messages could create more engagement.
Although this post is about trends, one trend is now categorized as a compulsory: Google AdWords: The Yellow Pages of business listings.
For those who remember the big yellow business directory from back in the day, a business would not even think of not being included in the place where everyone goes to shop. It just wasn’t done. If you weren’t in the Yellow Pages your business did not exist (in the minds of consumers, even B2B consumers).
Today, Google AdWords is the equivalent, enabling businesses to be found in the new biggest business directory: Google. $5, $2 – even $1 a day gets you listed. Think of it as payments over time for the ad you used to buy in print, but now you can target where the ad displays, and to whom, and when.
Ripe for retailers, online ads are now connecting to an in-store purchase through technology from Empyr “helping companies generate revenue and delight their users with card linked offers.”
Empyr is a card-linked offers platform that provides 100% attribution from an online ad to an in-store sale.
- Advertiser-created ads run on another publisher’s platform to their customer base. Restaurants, retail, local services, etc. create offers like 10% cash back that are marketed on the web.
- Online Publishers Display Offers. Search engines, airlines, banks, etc. market nearby offers on their website and app using our API or private label platform.
- Consumers link credit cards to access offers. Consumers link their debit & credit cards to the publishers’ website or app and get access to thousands of cash back offers
- Consumer shop at advertisers. The consumer simply pays with their linked card, the publisher notifies the consumer of their reward within seconds, The cash back is deposited monthly in the consumer’s bank account.
Pictures, Not Words
The way we communicate inside ads is changing: Less text, more icons, emojis and visuals.
People have always been inherently lazy (IMHO), and the trends continue to shift as the way we communicate evolves (devolves). Cavemen used drawings and pictographs to communicate. Over time, we evolved with the use of letters and words, building language skills to be more specific.
Today, we have seen more slang being adopted in society – even by dictionaries. We see how emojis are used to communicate the essence of something without defining it – the user defines what :-/ means now.
Good or bad, its a thing for the right audience 😉
The use of video increases as the capacity of the Internet and wireless networks has increased. The quality of the video is increasing, thus increasing the average and expectations of the consumer.
Broader bandwidth is increasing expectations from consumers, and with technologies like FaceTime, Facebook LIVE, GoTo Meeting, and Join Me, video is becoming an expected feature in communication.
Many social media channels have upgraded to include video in their advertising offerings and the consumer is reacting, as expected, to video more than static images.
Getting Market Ready for 2017
Understanding where your advertising is today is a first step in making the decisions and changes that can help you compete in the marketplace. The Market Ready Index™ Self-Assessment is a free (beta) resource that helps you understand where your advertising, and other channels of Communication, is today.
It also provides benchmarks for B2B, B2C and NonProfit organizations to better understand how they compare to other businesses, just like them.
The point of all of this is that if you are really trying to make a different this year, then you’ll have to do something different this year. A subjective evaluation is a start, an objective evaluation is a next step. Get real about how prepared your business is to compete and you’ll stand a much better chance in reaching your goals. – kp