IQ Magazine Issue 19
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iQ advertising<br />
So we now know that advertising<br />
works, but these days it’s not just<br />
about placing one or two ads in a<br />
national; if you’re looking to reach<br />
those hard-to-please millennials,<br />
you’ll need to engage audiences<br />
and use more new media practices<br />
to create awareness for your brand.<br />
Social media, such as Facebook,<br />
Twitter, Instagram and now,<br />
Snapchat, are fun ways to engage<br />
audiences in subtle ways. Many<br />
millenials now rely on word of mouth<br />
and what their friends are sharing<br />
to make decisions, so influencer<br />
endorsement through platforms<br />
such as YouTube and Instagram, are<br />
becoming more and more effective<br />
and sought after by brands. Combine<br />
these with some traditional media<br />
and you’re onto a winner.<br />
Target audiences: Who are<br />
you looking to engage with? If it<br />
is consumers, what type? Mothers<br />
with children, men aged 40+, or<br />
millennials?<br />
Platforms: What platforms work for<br />
your target audience? Is this audience<br />
more likely to respond to a Facebook<br />
advertisement with a creative tailored<br />
to them, or would they react better to<br />
a video promoting a product, or an<br />
advert in their local paper?<br />
Aims: What is a business trying to<br />
achieve with this advertising push?<br />
Is it looking for a consumer to do<br />
something specific, such as enter a<br />
poll, hand over data or buy<br />
a product? Does<br />
it want<br />
to drive people to the website for an<br />
education piece? Is it educating and<br />
driving them to take action, or simply<br />
engaging them?<br />
KPIs: How will you measure success?<br />
Google Analytics research says that<br />
typically it takes six to eight touches,<br />
or a consumer seeing or engaging<br />
with your brand at least six times,<br />
before they’re likely to buy, which<br />
means the more you can spread your<br />
advertising and marketing, the more<br />
likely you’ll see return on investment.<br />
If you don’t have the budget<br />
to invest in influencer<br />
engagement, look at<br />
more cost effective<br />
options such as PPC,<br />
retargeting and social<br />
media advertising,<br />
and combine them<br />
with traditional<br />
advertising packages<br />
in smaller titles with<br />
digital reach, that<br />
cater specifically<br />
towards your desired<br />
audiences. These are<br />
a good place to start,<br />
once you’ve identified<br />
the following:<br />
If you’re looking for help with your<br />
marketing, PR and advertising or<br />
media buying, please get in touch<br />
with Cubiqdesign: www.cubiqdesign.<br />
co.uk or call 01638 666432.<br />
issue <strong>19</strong> | page 53
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