Advertising has evolved in the last few decades from print and broadcast to an open-ended term of “digital.” The development of new technology has required companies to re-think their advertising strategies. Consumers would rather spend time browsing social networks, news sites or retail sites on their mobile devices, rather than reading newspapers and magazines. Companies have to transform into the digital realm or they will be left in the dust by their competition.
Digital advertising is a very cost-effective way to advertise a company’s brand or message. Companies no longer have to depend on consumers driving by their billboard, reading a magazine to see their ad, or seeing and hearing their commercial or radio spot. The ever-evolving platform of digital allows companies, both large and small, to be able to pinpoint their target market. This could include: age, location, interests, income level, education level, etc. Another advantage is the company has total control of their budget. Digital advertising allows you to have visibility into your campaigns instantaneously. You are able to track your ads and their performance in real-time and are able to determine what is performing well and what may be underperforming. Determining on the performance of each ad or campaign, one can increase their budget or turn it off completely. The question is, how to walk that fine line of advertising, just enough in the digital space, but not to the point of ad cluttering.
Companies today are trying to create the right message that will reach and re-engage the once captive audience they had through traditional media. The thing they need to be careful of is offending or “chasing” the user. Technology companies have been getting creative and have developed platforms that allow businesses to advertise through the virtual realm, whether that is an online game, newscast, show or even just a blog or site. We need to be careful that the message isn’t flooding the consumer to where they are unable to process that information. The average consumer will see thousands of digital advertisements a day, which is a lot of data to consume and process. The danger of annoying the consumer is where companies need to be careful. Sometimes, in a desperate attempt to engage and grab the consumers attention, companies or advertisers are creating ad clutter, which is pushing the consumer to ignore their message. Companies need to have a strategy that won’t flood the consumer with their message, but rather create an exciting and eye-catching ad that will pull the consumer towards their brand.