Online advertising has of course become a multi-million, if not billion, dollar enterprise what with the entire world online at one point or another at any given time of the day. Surely if you?re a brand manager or brand marketer you know the value of online advertising as part of an overall?integrated marketing?campaign.
But what if the most powerful brand ambassadors in the world are not the least bit interested in your online advertising? What would you do then?
Well you may want to go back to the proverbial drawing board Mr. & Mrs. Brand Manager because based on a recent survey, the most powerful brand ambassadors are indeed not?the least bit interested in your online advertising, at least a large majority of them.
And in just in case there were any doubts as to whom the?most powerful brand ambassadors are, allow me to quote myself (if that?s even legal) from a column I wrote, appropriately entitled?Why Women Are the Most Powerful Brand Ambassadors In the World:
?? when you factor in that women account for 85% of all consumer purchases including everything from autos to health care, it only stands to reason that the most powerful ambassador a brand can have? is a woman.
As to the aforementioned survey, the folks at?Ask Your Target Market?or AYTM recently?surveyed consumers?on their likes and dislikes when it came to online advertising. ?Overall, the results showed that when asked how likely they were to click on an online ad, 65% indicated they were either not very likely or not likely at all to click on an online ad.
A very significant percentage for sure.
However, when you break the results down by sex, the numbers skew even higher for women with 70% responding they are not very likely or not likely at all to click on an online ad.
What About?Social Media?Ads?
When it comes to?Facebook?ads, the numbers are a little more encouraging for brands as 60% of women indicated they are?are not very likely or not likely at all to click on a?Facebook?ad.
So, What?s A Brand Manager Or Brand Marketer To Do?
The first suggestion I would have is if you?re not already, test your online advertising. Don?t assume your ad is the best and is good enough to get your message across. This is still marketing boys and girls, so test.
The next piece of advice would be to get more personal in your online advertising and by that I mean use what you know about the person to customize the content in the ad itself.
The following reflects women responders only:
Obviously the numbers are not that much better between ?yes? and ?no? but they are better so personalizing the content in your ad, along with testing is a good way to at the very least increase your chances of the end user actually clicking on your online ad.
Source:?AYTM
Named one of the?Top 100 Influencers In Social Media?(#41) by Social Technology Review and a?Top 50 Social Media Blogger?by Kred,?Steve Olenski?is a freelance copywriter/blogger looking for full-time work. He has worked on some of the biggest brands in the world and has more than 20 years experience in advertising and marketing. He lives in Philly and can be reached via?email,Twitter,?LinkedIn, or his?website.
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