Skip to main content

Week 13 Part A: Online Advertising - Analysis of the Marketplace

 I noticed ads on social media.  The ones that are the most captivating are ones with one focal point (photo) and a brief catchy headline and a CTA.

 

CTA:  get a FREE X, join today, order pizza, get Chinese tonight, Thai classics delivered, Tikka Masala to your door.  These are to the point, brief and impactful.  For my business, I feel these types are too forceful for women who are in a fragile emotional state and want to make a trustworthy choice.

 

The ads all use imagery which is key as a picture speaks a thousand words.  Also, it makes sense for small ad formats and Facebook limits text to 20% of the total ad space.  I feel that the ads on Yelp with delicious looking food photos are quite enticing!  Showing emotion in photos can motivate people; either a pain point or a benefit they can receive if they purchase a product.

 

For me, ads with tacky art, loud text and/or fonts, bright colors (unless it is for a preschool) are the most annoying.  Also, ads with too much text prevents me from reading it.  Simple is always best in my mind.

 

The Facebook ads went to a specific promotional landing page which is the best for relevancy, thus most likely to convert.  The Yelp ads went to the search results for the type of food promoted.  I feel that is good for category ads so you can choose the one you like.

 

With respect to the differences of traditional versus social media advertising, I have been in advertising sales and management in both genres for the past 3 decades!  I worked for two newspapers and published niche magazines at both.  In newspapers, for example, advertising home furnishings on Saturday was as close as they got to reaching potential customers.  Home magazines honed in on this target with appropriate distribution (zip codes with the highest propensity to purchase home furnishings).  This was the closest shot in the dark to reach shoppers rather than true buyers.  With social media if there is search involved, you can directly reach people who are actively willing, ready and able to buy your products or services.  Taking it a step further, birds of a feather flock together, so utilizing the look a like audiences is extremely valuable. If there is a retargeting option, it is amazing to tap someone on the shoulder and bring them back to your business through your listing, page or site.  That is the ultimate which could never be achieved in traditional advertising!

 

Yay for progress!


Marla Hope

Comments

Popular posts from this blog

Week 1A:  Let's get blogging This is my first go at creating a blog and posting to it so that you will be interested in reading it and coming back for more information.  Therefore, let’s start at the beginning; choosing a theme to entice you.   Here are the reasons I chose the Notable theme:   1.      This theme is  notable  as an extension of my personality, primarily striving for organized minimalism.  I want to present you with information to quickly  grasp without clutter on your screen.  As a fellow achiever, I’d like to help you comfortably reach your goal of grasping all the information in one full swoop.     2.     This theme is  notable   for a purposeful format with one section of text with one photo.  You can chose to digest each morsel by reading the text or by looking a picture (quietly speaking a thousand words).   Once I learn how to format the phot...

Week 14 Facebook Insight Analysis

Facebook Insights for Aztec Brewing Company:     In the last 28 days, 7 % less people were reached by Facebook.  Yet, the audience you are trying to reach is more engaged—up 33%!  The page likes are down 33%, perhaps as new guests were nearly impossible to achieve with the varying laws of restaurant openings.   Mobile has always been dominant for Facebook, yet about 30% are now on computers as many people are home.   Regarding the top reaching posts, it looks like a trend of types of beer offerings and hours.  Perhaps the highest reach was also when the Brewery was open.     How interesting that there is little disparity between days of the week when fans are online.  No doubt that people have more time all week to go online.  Wow, they are on all day from about 8:30 AM to about 9:30.  The reactions and comments look like they have been higher around the Election, Veterans Day and Thanksgiving...

Week 15: My Marketing Strategy Post One

  I feel that for the consumer, Facebook and Instagram are best to start with.     At least on FB I can control a paid audience.     Also, FB is the correct age demographic for my products.     I am most excited about Facebook as I understand it and there can be great interaction.     I can also make it a resource and inspirational platform for patients at all stages through their journey.     I am also diving more into graphic design and look forward to incorporating it in my communications!     My calling for sure!   I would like to try a contest combined with a survey to see what products my customer base is interested in.  I think there is a way to upload a customer email list and reach them (paid, I believe).  It sure would also be a way to gain likes.  I feel it would be best to have a library of meaningful posts first in this oversaturated world.  I also very much like th...