When choosing Internet marketing tools, advertisers should take into account the specifics of the modern audience. According to recent reports 62% of visitors visit various website while they are at work. So marketing during ‘working time’ can not simply use the traditional methods of video and print advertising. And the traffic is not constant in its entirety. Attendance peaks fall on Monday and Thursday, while the decline falls on Friday. So how can you convey information effectively while your target audience is at work and extremely limited time frames to capture their attention? Here’s what Htpdigital.com, a prominent digital marketing Manchester enterprise with a savvy B2B digital marketing agency department on board, experts say about the techniques for reaching the audience experts say.
Google has admitted that the greatest number of searches is now falling into news category. Previously, entertainment-focused yellow pages were more popular. Now people want to read news on the Internet, and they usually focus on the local news. Territorial separation of the audience is another fact that should be considered. Advertising on news portals has its own characteristics. The audience is serious and tends to take well-structured and concise texts. The main function of advertising is not to attract attention, but to spread the word.
Moreover, the information supplied in the advertisement, must comply with the advertised product. Conventional techniques exaggerating and extolling the qualities of the product are not likely to be totally effective. Content surrounding the news article, must conform to the structure. The ‘ideal’ ad unit must contain the minimum of information, but attract attention at the same time. Short titles, attractive visual characteristics, laser-guided keywords… the tools are many. The basis of modern online advertising account for contextual blocks that appear on resources of relevant topic. This increases the efficiency of advertising by meeting the needs of users and selective approach to the audience. Google and Facebook-caliber services offer advertising based on the query words, geotargeting, tags and more. High efficiency is provided by a content filtering and the audience, but for the fact that the advertisement is displayed only by those potentially interested in the ad block.
While on search pages text blocks are the most appropriate tools, on the news pages the text is lost until it is not at least supplied with a picture. Naturally, modern advertising is all about interactiveness. In this case, using banners is a reasonable way to go. Where banners are very difficult to place in full compliance with the theme of the site and the necessary information, a teaser could be a panacea.
The teaser contains a picture and text (usually non-informative) – a short, ‘teasing’ phrase, or even provocation, but it has to match what you are promoting. Experts say that the greatest harm to the advertising product is brought by ‘deceptive advertising’ when users are interested in teasers, go to the target pages and find nothing in common with what was said in the teaser.