Powerful advertising always sticks in the minds of consumers. I couldn’t forget the following advertisements if I tried:
1. “Mikey likes it.” – Life Cereal
2. “Tastes Great. Less Filling.” – Miller Lite
3. “Where’s the beef?” – Wendy’s
For the young bucks out there who may not have been around for these ads, I’ve posted the grainy YouTube footage of these ads below.
Going back in time, there were very few regulations put in place for advertisers. Claims could be made that didn’t have to really be substantiated, and you could just say the most outlandish stuff. Just check out this ad I dug up. Granted, these were different times, but my parents were around for this era, so it’s not like we’re talking about pre-historic ages.
The words “Train Your Wife,” muttered in any context, will get you nothing but blank stares and perhaps a solid backhand in todays era of equality.
In my teenage years, when I started to become cognizant of advertising versus pure commentary, there were really three outlets where one could get their message across to the masses.
Remember when people actually received the daily paper with yesterdays news?
The older the generation (today), the more loyal they are to radio. The youth have zero loyalty when it comes to radio, they just want on-demand digital delivery.
While the television has become skinnier and much more pixelated, people are still watching it (just look at our obesity rate in the USA) as much, if not more, than in the past. With Netflix and on-demand television, coupled with special effects like 3-D programming, people are still reacting to television advertisements, but not in the two formats I just mentioned, which could be decreasing ROI on ad campaigns on television. (Pure speculation, please weigh in if you are in the know.)
Internet Advertising & It’s Rise
It all started with banner advertising. While they are still around, they aren’t commanding the high cost per impression they once did in the .com boom. In fact, the clicks are now moving towards “native ads,” which tell a story with a picture and in my opinion, tease the viewer. Let’s face it, they are always selling something. Not that that’s a bad thing!
Pay per click advertising was first brought to my eyes way back when Overture.com was around. This search engine allowed advertisers to bid manually, or automatically eventually, on keywords relevant to their websites. As an early pioneer of selling SEO services, this was the best place to find leads.
“Hi, Mr. Jones, I see you are bidding $5.07 for the term ‘fur coats for yorkies’ – how much money do you spend in that fashion every month?”
….an awkward silence ensues…..before Mr. Jones admits he spends thousands of dollars per month on just that one search term….
Google eventually took over the pay per click space as their search engine surged in popularity. It’s hard to even remember the days when Google was a start up, but they certainly were. I recall telling clients about Google, and they only wanted to talk about Yahoo!. Some were even stuck on Lycos, Hotbot, and AltaVista search engine rankings. Doh!
While the number of ways one can advertise goods, services, and anything under the sun online is about countless, the mainstream advertising channels outside of pay per click and banners now include Facebook. Facebook advertising is a very rapidly growing segment in Internet Advertising, and it can’t be ignored.
Here are the core campaigns I recommend to all companies when they fire up their online advertising.
- Google Adwords. Because people are always searching online for stuff. They have to land on something.
- SEO. This is the organic search engine listings versus the above being paid. While there is more control over a paid ad and it’s appearance, can showing up twice hurt? How about more than twice?
- Social Media. Twitter, Facebook, LinkedIN, even Instagram. All of these are used by people to connect, complain, and give praise. Hint: People love social media when coupons are handed out!
- Email Marketing. Sure, having a storewide sale on your site is cool, but not if nobody knows about it. I love tequila, but does that mean I fire up the liquor stores website every day to see if they are having a sale? NO.
But on the same token, I did receive an email from a Chicago-based food company saying their best cuts of steak were on sale and even being shipped free! How do you pass that up? Again, I would never have known if they didn’t reach out to me.
You must engage your customers with one of the above methods, as often as possible.
“If you build it, they will come. If you tell them, they will come more often.” – ME
(I literally just made that up, and it’s 100% true.)
I’ll eventually dial into each of the four major pillars of online advertising in future posts, but for now, if you aren’t advertising online, get yourself in the game. If you want my help, please submit a request at my SEO Company.