9 Strategies for Memorable Advertising When Your Audience Is Chronically Distracted

9 Strategies for Memorable Advertising When Your Audience Is Chronically Distracted

However, research shows that 64 percent of people find ads annoying or intrusive. A study by Jampp shows that our attention spans decline by about 88 percent every year -- especially thanks to technology and mobile apps. Don’t expect most people to convert the first time they see your offer. Research shows that retargeting your message to people who previouly have visited your website can result in 10 times the clicks and a 70 percent increase in conversions. So which color, really, produces the best results? Increasingly, advertising research emphasizes the importance of segmenting and targeting. Mobile-only internet users outnumber desktop-only users. The second group of shoppers were offered a table containing 24 varieties of jam. You can do the same: Provide fewer options, and you'll see conversions increase. There’s an important caveat, though: Ensure your text communicates exactly what users will gain when they click your ad.

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9 Strategies for Memorable Advertising When Your Audience Is Chronically Distracted

The advertising industry is big. In fact, when all the numbers from 2017 are tallied, advertising spending in the United States is projected to reach $207 billion. However, research shows that 64 percent of people find ads annoying or intrusive. A whopping 92 percent of online ads aren’t even noticed.

If you want to get results from your advertising efforts in 2018, you must adhere to certain rules. These nine definitely are worth remembering as you firm up your strategy for the new year.

1. Optimize your ads for declining attention spans.

The consistently shrinking attention span is one of advertising’s greatest challenges. Consider the following statistics:

  • In a recent study, Microsoft revealed the average attention span has decreased from about 12 seconds in 2000 to about eight seconds today.
  • A study by Jampp shows that our attention spans decline by about 88 percent every year — especially thanks to technology and mobile apps.
  • Some sources estimate we are exposed to up to 5,000 ads daily — a sharp increase from a few decades ago.

Audiences suffer from declining attention spans, but they’re bombarded with more ads than ever before. With that in mind, it’s essential to embrace the KISS principle: Keep it simple, stupid.

2. Follow the ‘Rule of Seven.’

One of advertising’s golden rules is explained by the “Rule of Seven:” Most prospects will need to see your message at least seven times before they consider your offer. Don’t expect most people to convert the first time they see your offer. Instead, use different means and channels to get the same message across to them. You’ll increase the odds they’ll respond to your offer.

3. Retarget your ads to people familiar with your brand.

According to Marketing Metrics, the probability of selling to a new prospect is about 5 to 20 percent while the probability of selling to an existing customer is about 60 to 70 percent. It’s much easier to market to people who already are familiar with your brand or who have been customers in the past than it is to “sell” people who are just learning about you. Research shows that retargeting your message to people who previouly have visited your website can result in 10 times the clicks and a 70…

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