Advertising Methods


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Welcome to Advertising Methods – the site dedicated to helping Business Owners select the most effective methods of advertising your business.

So whether you are an entrepreneur looking for advertising methods for small business success or whether you are directing marketing within a larger business looking for new information on mobile advertising or online advertising methods you will find proven techniques, tips and advice here on this site.

Above all we are constantly updating these resources so that whether you are a novice in advertising technique or a master of advertising methods you will find easily applicable and new advice.

What are the Best Advertising Methods Today?

This is probably the question that people ask us most often. Year by year, and these days, even month by month, the options for marketing methods and advertising methods get better and better. But with so many options available to you how do you know which to pick and which will give the best results for your business?

The way this site works is to outline the most effective advertising techniques and marketing approaches and to give each of these a separate page. So having introduced the key areas here, take a look at the most relevant page by selecting it in the navigation at the top of this home page.

How to Choose The Best Advertising Methods

With so many media options available and a new marketing methodology showing up every day, the key question to answer is, “Which of the advertising methods will be best for you?”

The answer to this is far from easy – there are many variables to think about. But the most important factors for selecting your best advertising methods are these:

Who is Your Target Audience?

The first element you must be clear about is who are you targeting? Which group of customers will be your target audience. The greater the clarity you can get on defining, who they are, their ages, their psychographic profile (or the way they think), the better will be your knowledge for choosing the best advertising methods.

A popular way of targeting used to be through demographics. You can specify if you are targeting men or women, if they are aged 25-35 or if they are over 50. While this is useful, these days more sophisticated targeting is more commonly used by business.

Often, people will be segmented into groups who share particular views of the world. For example people who believe that natural food products are healthier than processed food products. This kind of knowledge about a target lets marketers and advertisers develop messages which are close to what their target would like to hear. Continuing our example, “These products contain only natural ingredients.”

With a clear definition of your target consumer, you can research their media consumption habits to understand how best to reach these people with your message. This is important for selecting the best advertising methods. For example, do they watch TV? If so, which channels? Alternatively do they read a newspaper? Which ones? And do they consume their newspaper via a traditional printed copy, online, or via a portable tablet device like the iPad?

The greater the clarity of your target consumer definition the better will be your information so you can select the best advertising methods to reach them.

What is Your Benefit Message?

While it makes sense to think that consumers buy products and services, what is actually more accurate is that consumers – that’s you and me remember – we all buy the way we believe these products and services will make us feel.

That’s why selecting the most effective advertising methods is so critical. You don’t only have to communicate the product benefits but you must share the emotional pay off that consumers will enjoy from engaging with the brand.

So whether you are using Mobile Advertising, Online Advertising Methods, Television Advertising, Radio Advertising, Direct Mail, handing out flyers or simple talking to people to spread the word – you have to find media and advertising methods to communicate benefits and emotions.

A simple way to understand this and to get it right is to remember that the product and service features are the aspects of the product, they are what it is and what it has. The benefits are what the features will actually do for you. What is it that leaves you better off.

People just do not buy features, they are far more interested in how the feature will benefit them. So if we were looking for an advertising methodology to promote cars, we could talk about a feature of the car being it’s graphite black paint colour, but it would be far better to talk about how that colour will make the driver look and feel – be that professional, cool or distinctive. With the right modern advertising methods, the driver is far more likely to buy the way the black car will make them feel than the colour alone.

How Can You Best Communicate That Message to Your Target Audience?

With clarity on WHO you are targeting and WHAT key benefit message you want to communicate comes the third critical decision: How will you reach your target with your message? What will be the best media selection?

Of course, media selection and advertising methods should be selected based on WHO you are targeting. If your prime target consumer never watches TV then it makes no sense to invest in producing, directing and airing TV ads. But if they are regular concert goers, maybe you can sponsor a relevant concert, or maybe even broker a media deal to sponsor a series of concerts or a particular group for their entire tour.

If your budget is more modest, you might be looking at targeted direct mail so you only sent letters, brochures and/or creative marketing ideas to pre-selected individuals from a database. This can give you much more control over your investment and enable you to give a more tailored message to a specific group of consumers.

New advertising methods include online advertising and mobile advertising. Using media like Facebook Ads and Google Adwords enables arguably the very best level of targeting because you can choose exactly who will see your message and who will not.

An Overview of Popular Advertising Techniques:

 

Advertising Method 1: TV Advertising

Of course this advertising method is the one that everyone first thinks about when we talk about Ads, Adverts, Advertising. TV commercials famously came into our home with Soap Operas – designed just to create a way to get the marketing messages into our homes.

They’ve come a long way since then but this traditional approach of interruption advertising which tries to tempt you by interrupting your world is looking increasingly out of date in a world which lets us select the content we want to watch and the content we want to skip.

While it’s possible to air budget commercials, most TV campaigns are high spend activities and with high spend comes high risk.

 

Advertising Method 2: Print Advertising

When you think about the number of magazine titles on the shelves of major book stores you can see the appeal of this advertising method. It lets you niche in with your message and target very effectively. With the right creative you can also really engage with your print advertising methods.

 

Advertising Method 3: Outdoor Advertising

Outdoor refers to the advertising methods using giant billboards and poster sites. It includes everything from the stand out exhibition posters which cover and adorn entire buildings in major cities to bus shelter panels and bus sides. Increasingly we now see sliding panels showing multiple ads in single sites. Watch out for traditional poster sites being replaced by digital boards in major cities around the world. This is one of the fastest developing advertising methodologies.

 

Advertising Method 4: Mobile Advertising

People once said that mobiles were too personal for consumers to accept advertising through this medium. How times change. While we still don’t love ads via our phones, the rise and rise of the smartphone has created countless advertising methods for mobiles. Via sms, via Apps, via email and via developing approaches like iAd from apple as well as Admob and hundreds of cost per action or CPA networks like Peerfly.

Watch this sector closely because the targeting is phenomenal and you can find advertising methods to suit your budget.

 

Advertising Method 5: Internet Advertising

Like Mobile Advertising, online advertising is developing ever faster. What started off with intrusive banners on websites has evolved to become far more sophisticated with methods enabling incredible degrees of targeting.

Some of the most interesting developments are now in the areas of Social Media Advertising enabling targeted methods via Twitter, Facebook and of course the leading player, Google Adwords.

What most business owners like best is the level of control afforded to them with both targeting and budgeting using online advertising methods.

 

Advertising Method 6: Direct Mail Advertising

While some would say Direct Mail or DM has had its day, we would disagree. A well worded sales letter can have a powerful impact, just as it has done for many years.

However, some of the smartest developments are being made by combining the power of direct mail advertising methods with online techniques. Using a letter to drive prospects to a sales letter on a website can reduce mailing costs and allow precision targeting, tracking and customer service.

 

Advertising Method 7: Word of Mouth Advertising

Never to be overlooked. Word of Mouth or as we say – talking to people – is one of the most persuasive of all advertising methods.

Think about it. If someone you trust tells you to try something because it will help you like it’s already helped them, that’s a pretty convincing testimonial. And all the statistics and research into tested advertising methods suggests that the conversions from word of mouth are second-to-none.

While you probably don’t want to rely on this advertising method alone, you certainly ignore it at your peril.

These days the smart marketers are looking how they can combine the benefits of word of mouth advertising with the leverage of social media. One conversation can be tweeted to thousands of trusting followers from the right influencers.

 

Watch out for these Problems with Advertising Methods

While new advertising techniques and marketing methodologies are helpful, they also bring with them a new set of problems that must be face by Ad Agencies and Marketing Professionals.

Most recently these have included concerns over Privacy of personal information – which becomes an issue if your advertising methods require you to collect and store personal data.

Another problem can be in the storage of personal data and credit card details which requires encryption, extensive security and compliance with the Data Protection Act.

With regard to these issues we would always advise seeking specific legal advice from qualified professionals in your country. However two tips to save yourself some headaches are:

1)   Consider a double opt-in approach if you are seeing permission to contact people online with your product or service advertising. This means that the complete the form on your site to say they are interested and then click a link in an email that you send them to ‘double opt-in’. This way you can be sure they want to receive your marketing campaigns.

2)   Use a 3rd party payment solution provider like PayPal. They will look after many of the legalities and technicalities of the payments for you.

 

The Advertising Methods ‘Rule of Thumb’

Finally, whatever your selected advertising methods we advise sticking to a very common sense rule of thumb. Would you like to receive your advertising? If you would consider it to be junk or spam then other people probably will feel the same. Maybe it’s time to re-think your content and ensure you are delivering genuinely quality material via your advertising.

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