Good advertising is not an exact science–but it does require a fairly precise mix of creativity, judgement, risk and straight-up math to work. We doubt even one marketer would claim that making successful advertising decisions is easy 100% of the time. Between budget constraints, a shortage of fresh ideas and pressure to always exceed expectations, it’s inevitable to get snagged up now and then.
A few weeks back, we wrote about the top 10 things to consider before placing a digital media buy. Now, we’re extending that conversation to the 5 advertising mistakes every marketer should avoid. Dodge these and you’ll have a much easier time crafting advertising campaigns that are effective AND cost-efficient. Because that’s the dream, folks.
1. Not making data work for you.
If there’s one thing this world has plenty of, it’s data. Still, the task of collecting it, analyzing it, interpreting it and turning it into action can feel like a drudge. We’re nodding off already… But with so much access, there’s really no reason why brands of all sizes can’t find easy ways to reap the benefits of data-driven marketing. Right now, the industry is full of data-rich partners that make it easy to punch up your campaign with insights. Try layering on a sophisticated targeting segment to ensure you’re reaching only qualified customers.
3. Looking for your audience in the wrong place.
Now more than ever, good marketing is a test in putting the consumer first. And that starts with a solid understanding of who you’re hoping to reach. How old are they? Do they skew male or female? What are their preferences? A good rule of thumb is to follow where they spend their time. Since people’s time and attention is typically spread across multiple platforms and devices, it’s key to align yourself with content that’s high in time spent. Music is an example of this…because who in the world listens to just one song?
4. Betting only on display and video.
Putting it all on red is generally not a good gambling strategy–nor is it a good way to advertise. Consumers are dynamic beings, who engage with content and media in a variety of ways throughout the day. So if you’re only reaching them with a visual message, you’re likely missing out on some of their attention. Audio ads are unique in that they reach people even during multitasking activities. Who doesn’t scroll through Instagram while jamming out to music? So diversity your media plan. Consider an audio strategy.
5. Neglecting to optimize along the way.
Good advertising isn’t a one-and-done kind of activity. Carefully monitoring and measuring a campaign can reveal telling insights about what’s working and what isn’t. Are you seeing the desired result? What call-to-action is most effective? Do you need to narrow or expand the targeting? This valuable information allows you to optimize the campaign mid-run, so you can rest assured that your media budget is spending wisely.
Let’s face it, mistakes do happen.
Interested in more advertising tips? Learn how to take the concept of “contextual advertising” one step further by aligning with core user intent. Download a free copy of our guide to achieving advertising resonance.