Reaching Audiences in Age of Media Overload

Gina Deveney
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Consumers are constantly bombarded with advertisements on their televisions, in their magazines and newspapers, and on their mobile devices. As a result, developing an advertising strategy is a lot harder than it used to be. In this age of media overload, you must be able to reach members of your target audience without exceeding your advertising budget. Use these advertising tips to reach the consumers who are most likely to buy from your company.

The first step in developing your advertising strategy should be narrowing your target audience. If you are promoting a product intended for people in their twenties, it is a waste of money to advertise to people in their teens or fifties. Find out where members of your target audience look for product information, and then tailor your advertisements accordingly. If most of your target customers use their mobile devices to look for product information, developing a mobile advertising strategy might yield better results than focusing on television ads.

You must also have a specific goal in mind when developing an advertising strategy. For many advertisers, an increase in sales is the ultimate goal; but there are other calls to action you can use in your campaigns. You might want people to visit your company’s website and subscribe to your email list, “like” your social media pages, or share your content with their friends. In this age of media overload, you must keep your messages short and simple. Website and mobile advertisements should not contain a lot of text, which can cause customers to lose interest in what you have to say.

Choosing a delivery channel for your message is one of the most important parts of developing your advertising strategy. If you choose the wrong channel, you run the risk of forcing consumers to unsubscribe from your messages. Frequency is also an important issue when advertising to different age groups. Nearly one-third of adults ages 18 to 24 will tolerate weekly messages, but more than half of all American consumers do not want to receive advertising communications more than once per month. Consumers are more open to receiving PC and laptop advertisements, while they are most resistant to receiving ads on tablets and smartphones. More than one-third of consumers prefer to receive detailed email advertisements, which is twice the number of people who prefer to receive ads via social media or text message.

As an advertising professional, you have to understand your audience before you can develop a successful strategy. Consumers receive more advertisements than ever, so your messages must stand out among the crowd. Define a narrow target audience, choose the right delivery channel, and keep your campaign goals in mind at all times. If you follow these advertising tips, you will be able to develop an advertising strategy that works for your company.



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