Last week we talked about how intrusive forms of advertising may not be the most effective way to advertise on your website. Today let’s take a look at what does work.
There are two timeless attributes that target the audience, which has proven to contribute to effective advertising.
1) The trustworthiness or integrity of the source of information
2) And the usefulness/quality of advertisement content
The importance of the integrity of the source of information stems from back when people solely relied on word-of-mouth tactics, which not surprisingly is still one of the most effectively trustworthy sources. According to advertising statistics gathered in the last couple years 82% of individuals say they find recommendations from people they know to be the most trustworthy and effective advertisement. This is closely followed by consumer opinions online with 68%, and editorial content at 67%, and email campaigns that the user chooses to sign up for at 63% — which are all extremely successful ways to advertise to your target audience.
In contrast online video ads and banner ads, which fall into the intrusive advertisement category, are some of the lowest ranked advertising types when it comes to trustworthiness.
Content also serves as key factor in the effectiveness of advertisement. One of the most well known examples of how good content draws a crowd this is the staggering number of how many individuals tune into the Super Bowl just to watch the ads. A research study by a San Francisco based ad firm showed that a whopping 78% of American’s actually look forward to the advertising more than the game itself — a substantial chunk of the public.
Moreover, the “going viral” phenomenon helps to prove the effectiveness of an ad’s content over its display method. Many creative advertisements have gone viral, which results in the content being willingly shared and recommended among users all over the internet and creating a kind of trustworthiness associated with word-of-mouth tactics. A great example of this was Old Spices 2010 ad titled “The Man Your Man Could Smell Like”, and also Chipotle’s “Back to the Start” campaign.
More often than not the invasive advertising methods are leaving the end user with frustration and discontent rather than impactful persuasion. Instead it might be time that we started to take off some of the digital bells-and-whistles of the ways we advertise, and instead concentrate on creative content delivered from a trustworthy source.