The times of putting all your advertising money into a billboard or bus bench is over. This technique may still have some results, but people are much for tech savvy these days and use other methods to find products. While the method of advertising is changing, the fundamentals are still the same. How do you convert browsers into buyers?
To answer the question, let's step back and look at the surrounding landscape for a second—to get a vision for where advertising is going, and to get inside the head of potential buyers. If you answer those two questions, you will know how to convert shopper into buyers.
Where Is Advertising Going?
- It's going online. As I mentioned at the beginning of the article, billboards are no longer the modus operandi for successful advertising. They still have their place on the side of I-95, but they have been replaced in large part by the tidal wave of the Internet. The Internet is the best means available of reaching nearly any target group.
- It's going video. Internet advertising has become synonymous with "banner ads," but in the Web 2.0 age, banner ads are passé. They are now replaced by video. Savvy web surfers have developed banner blindness, even when those banners display garish flashes of color or moving parts. The new means of engaging consumers is with video—a scientifically proven, experienced-backed methodology that actually gets the message before an audience with powerful effectiveness.
- It's going out of control. "Out of control," that is, for the advertiser. Web surfers are smart. The Internet has been around for long enough for people to know some tricks—the tricks that block ads, circumvent pop-ups, and essentially shortcut the advertising process. In order for the advertiser to regain control and unobtrusively present the message, there has to be a way to target the advertisers who will actually be interested in seeing the ad.
What Are Buyers Doing?
That's a look at where advertising is going, or more accurately, where it has gone. This is present-day speak. But now, you need to get into the head of the consumer. What is he or she thinking, doing, processing, and looking at?
- They're reading less. Reading is work. People dislike work. People dislike reading too much on the Internet. There is a reason why lounging in front of the T.V. is such an enjoyable pastime—one which can consume vast hours of your day. It's not like the work of moving your eye carefully over letters, words, and lines of text. Buyers aren't reading laborious banner ads, regardless of how snazzy the font looks, or how big the text is.
- They're watching more. The flip side of that is that people are watching more. More video. YouTube is one of the most popular sites on the Internet, and I can guarantee you, people aren't surfing YouTube to read books. More often, bloggers are using video blogging. How-to sites are featuring videos over text. Buyers are responding to videos, because the visual is more powerful. Video ads on the Internet carry a punch.
- They're personalizing like crazy. The Internet is kind of like someone's home. They want to arrange things just so. They want it to have a certain feel, atmosphere, and approach. That's why major online retailers have the "Welcome back, Jack" message when you return to their page—even if you haven't signed in as a customer. People want to be catered to and their personalities. If there must be ads, there must be ads that hit them between the eyes—not his or her sixteen year-old sister who does like that band, or wears her hair that way. Today's buyer will only respond to an ad, even Internet video advertising, if it fits them.
Remember, we're going somewhere with all of this. Here it is: Internet video advertising helps convert shoppers to buyers. It's just that simple. This has to do with where advertising is right now—the Internet video age. It also has to do with what buyers will respond to—videos. It is a simple and remarkable truth. This is a very powerful medium and will create conversions quickly. Now, if you have just a minute, there's a really cool video that I want to show you...
Scott Duglase, whose job in the marketing industry gives him in depth knowledge of video ads. He enjoys using the CPA video advertising model from SpotXChange. Using their advanced but simple real-time advertisement campaign management tools, advertisers can load, target and launch their campaign in minutes. Discover the benefits of the largest online video advertising network today!