Lets’ face it, quantity is insignificant in advertising, what matters is the impact. Notwithstanding the number of ads you run, you will bleed money if they fail to cut through the noise and inspire purchases. Just ask yourself, how many advertisements caught your attention when going through the latest edition of your favourite business magazine. If able to recall a single advert featured in the magazine an hour later, you fare better than most people whose standard attention span is comparable to that of a goldfish. The low attention issues, together with the sheer volume of calls to action that an everyday consumer receives day in and day out, have made consumers selective about what, when and where they will click on.
With Smartphones becoming the norm for Internet-based purchases, the marketers have a receptive, capable audience to tap in. The caveat here is the trend of blocking ads on Smartphones is gaining traction. Your advert is not visible to a significant part of the target audience in the first place, let alone making an impression. Ironically, discarding branding outright is never a good decision, as the risk of losing your market share and customer loyalty runs high. Thankfully, branding is an evolving world where changes are instant and rampant. Accordingly, the conventional unaccountable and often futile advertising methods are giving way to more responsive, indicative and result-driven Performance Campaigns.