Marketing and advertising are dynamic industries that are constantly evolving and reinventing themselves in order to embrace all of the new media and tech that allows them to reach audiences in brand new ways. However, in order for businesses to drive more growth through their marketing and advertising campaigns, they have to have a good understanding of the target audiences’ values.
While both are distinctly different, advertising and marketing are closely intertwined because both of these industries are concerned with sending messages from the companies to the customers. Ads can be placed in plenty of different media outlets – between television, radio, magazines, and newspapers as outlets that were very popular in the last century. In more recent times, the internet has been continuing to gain popularity, especially in recent times, thanks to social media platforms.
Different advertising strategies can serve different purposes – for example, for new companies, ads can be used to inform the customers about their new products and increase their brand awareness. Meanwhile, for brands and corporations, ads mean reminding customers of the value that the company’s products can provide for the consumers and promote their other products and potentially reach new consumers, as well as encourage repeat purchases.
It’s important to note that advertising has a big impact on new businesses because big companies can create a large barrier of entry in markets that are well established. This means that well-known companies that have large advertising budgets and brand name recognition can have quite an advantage over new companies and startups. Furthermore, companies with large budgets can also create counter campaigns that can negate all of the new companies’ advertising efforts.
Additionally, there is a new voice in the advertising industry, and that’s the consumers’ voice. Many consumers these days are taking the freedom of commenting on the companies’ advertising strategies, including the company choice of the demographics, the platforms where the messages are distributed, and everything else that they take note of behind the ads themselves.
These days, there is a growing trend of personalized adverts for many products and services from companies. Additionally, with the help of different tools, marketers can ensure that the company’s ads are going to be seen by all of the right people, which maximizes the effectiveness of the advertising campaigns.
Furthermore, the more consumers that a company can get through its advertising efforts means that organic promotion through word of mouth is also going to increase, as well as brand awareness and the company’s brand image. A bigger number of consumers means that more customers will be talking about the company and its products, therefore attracting an even bigger number of customers.
With the right type of advertising campaign during a marketing strategy, companies can expand their circles of potential new customers and maximize business growth through increased sales, repeat sales as well as get a better competitive advantage in the market.