Enterprise leaders need skilled advertising professionals who can adopt new methods, keep up with technology and attract the right consumers. Effective modern marketers are always connected and tuned into the latest information. For instance, savvy advertisers understand that consumers can only absorb so much information before their minds become fatigued.
In today’s 24-7 marketplace, attention is a scarce asset. Researchers categorize this phenomenon as “attention economics.” The more information that abounds, the more that it costs enterprises to attract consumer attention. Many researchers have studied how to leverage this asset. They estimate that the cost to attract consumer attention has risen 7- to 9-fold since 1990, making advertising the costliest business expense increase in the last decade and a half.
With this in mind, the following 5 tactics can help advertisers better connect with consumers.
Tip 1: Know Who You’re Trying to Reach and How
According to marketing experts, effective advertising is about getting the right message to the right person at the right time. Reaching consumers in today’s marketplace is one of the most difficult challenges faced by advertisers.
Modern marketers must find ways to identify the right consumers and create advertising campaigns that speak to those individuals directly. They must identify factors that they can use to create a strong connection between what consumers want and need and what their company offers. It’s becoming increasingly more important to integrate diversity into marketing and advertising campaigns. While marketers want to promote their goods and services in a positive manner, they must also understand the value of the offering from the consumer perspective, and how to use AI tools to reach them.
Tip 2: Get to Know Your Data
International economic consulting firm McKinsey Global Institute forecasts that United States enterprises will need 1.5 million more managers because of big data technology. Their research suggests that companies who leverage big data and business analytics are more productive and enjoy a higher return-on-investment compared to their non-big data enabled competitors. Moreover, their research shows that companies who implement data-driven decision-making experience a 5- to 6-percent increase in productivity.
Managers in the modern marketplace must identify what data is relevant to help their advertising specialists better connect with consumers. They must understand what data to use and what data to set aside for the moment. This starts with asking the right questions.
Tip 3: Utilize Media and Marketing Technology
Today’s advertisers can capture consumer attention in one of two ways: they can buy it or earn it. According to data research firm Nielsen, 83-percent of consumers trust recommendations from friends and family members, while 66-percent of consumers trust posts left by other consumers in online forums.
Marketers cannot control these kinds of recommendations. They must earn it. These recommendations emerge when people share their sentiments about a particular brand. If consumers have taken the time to share an opinion about a good or service, that enterprise has successfully captured their attention. How intense, how long it lasts and the nature of that attention (either positive or negative) is vitally important to modern marketers.
Tip 4: Consider Consumer Beliefs and Ethnic Perspectives
Today’s marketers must understand what appeals to their audience and how consumer experiences and ethnic backgrounds shape opinions. By understanding cultural and ethnic differences and practicing appropriate sensitivity, advertisers can avoid making costly mistakes that might alienate potential consumers and harm a brand’s reputation. Accordingly, marketers must maintain sensitivity about cultural differences in a variety of settings and across an assortment of marketing mediums.
In 2016, 14-percent of the United States population was born outside of the country, a significant gain from 5-percent in 1965. This leap in cultural diversity is apparent in schools, workplaces and other organizations.
In today’s diverse economy, it’s vital that marketers have an intimate understanding of what the members of a target audience deem as appropriate and/ or positive. To promote cultural intelligence, enterprise leaders ensure that marketing staff members are representative of the population.
Tip 5: Use Advertising to Convince Audiences with AI
Before advertisers can persuade consumers to care about a product, they must first capture their attention. Big data technology coupled with artificial intelligence (AI) helps advertisers discover unique marketing opportunities to promote success for their organization.
To develop effective advertisements, it’s critical that marketers understand consumer pain points. They must get to know their consumers intimately, get inside their heads and learn how they think. Marketers who do this successfully find that consumers are more than willing to invest in their goods and services. The key to making this happen is to establish an emotional resonance with consumers.
Because consumer attention is available only at a steep premium, marketers must create a significantly perceptible value for their good or service. This requires consumer-centric thinking and content that educates, entertains and inspires potential buyers. Using a scientific, evidence-backed approach, modern marketers can achieve this consistently.