In the first part of the article, we talked about PR techniques that help companies in their promotion. Let's continue.
Three Sure Ways to Deliver Information to the Target Audience
Prior to buying a potential customer receives information on the product, forms his or her opinion, and makes a decision. The seller’s goal is to guide the customer through all the stages of purchase funnel and close the trade. Since the late XIX century one of the most effective advertising techniques is the AIDA model based on which an advertising campaign must attract a target audience, spark the interest in the product and hold this interest, arouse and impulse and push for the purchasing.
The ultimate goal of any advertising campaign is a buying response
The TA is a group of people joined together based on the characteristics required for purchasing. Methods of information delivery will depend on these characteristics as well. Present day the most effective source of information is the Internet.
We will discuss three ways of TA informing with the help of Internet.
Social Media Marketing (SMM)
The most popular social networking website is Facebook. The audience of this social network exceeds one and a half billion people, about one billion of which enter it every day. Day by day users add 350 million new photos to Facebook and share posts about five billion times. This is one of the most global marketing tools.
The SMM philosophy is to establish a company which will be distributed by users themselves independently from the seller.This method has more credibility because it serves as guidelines.
LinkedIn, such media blogs as YouTube, Instagram, Twitter blogosphere enjoy great popularity as well. As a prime example of the advertising campaign in Instagram may be pyshechnaya1958 public in Saint Petersburg. A good marketing and just 28 provocative posts in the social network have attracted almost 70 thousand subscribers to the profile of this location.
Telegram is one of the dynamically developing sources of sales. To attract the audience, partners’ posts, quizzes and surveys are published here. Links with auto subscription, native advertising and much more are hidden under the buttons of them.
Contextually Targeted Advertising
The main driver of contextually targeted advertising is remarketing. It offers the possibility of informing the users, who have visited the page earlier, on new arrivals, promotional actions and various events.
The popularity of contextually targeted advertising that has risen in the last few years comes from the fact that this is one of the income sources of many companies, including Yandex and Google. Their advertising platforms, namely Yandex Direct and Google AdWords, earn money by translating contextual ads.
Examples of this abound. The contextually targeted ads are those small advertising banners inviting you to visit pages of the online stores with the goods, which you might have searched for recently. It can appear on social networking websites or on the pages of news sites, in browsers and mobile applications.
Media of mass communication or mass media are the ways of information delivery and interaction between the publishers and the audience at all levels.
For advertising purposes both direct methods in the form of advertising spots on radio, television, in internet sources and native advertising of brands during shows, programs, articles, interviews and authoritative pronouncements of celebrities, workers in culture, people of science and art are used.
Lots of globally known publishing houses such as BBC, The New York Times and others have their own advertising tools. For advertising BBC uses at once several channels, mainly, for non-British audience. These are BBC-Capital, BBC-Future, BBC-Travel. Morgan Stanley – the largest American banking holding – used BBC news channels for its advertising campaigns.