By: Igor Černiševski, Digital Account Manager
On the one hand, there are too many of them. Today you can’t find a single website that doesn’t have a billboard banner, a wallpaper, and at least one more MPU in the first scroll. On the other hand, we see more and more highly invasive formats: takeovers, floaters, and expandable banners – not to mention mobile takeover banners that are driving users crazy…
In this situation, it is very difficult to create a banner that would stand out in any way. Of course, you can try to be creative and attempt to stand out with striking copy or visuals that retarget customers to oblivion, but – rest assured – all your competitors will try this, too, and the mess on users’ screens will only get worse.
The solution that often comes up – both globally and in our country – is content marketing, as the universal answer to all the problems I wrote about. Let’s face it, how many articles, blog posts, and e-books can an average user carefully read? Will your article be among them? You can’t be sure. If you hope that everyone from local Twitter influencers to Elon Musk will tweet about it, then good luck to you!
The explosion of digital advertising and the huge popularity of social media have brought about users who are virtually immune to standard digital ads and too lazy to look at anything that is longer than ten seconds and more than two clicks away. How can you catch their eye? How can you prove to them that you are worthy of 20 seconds of their attention? How can you convince them that they can go ahead and give you their e-mails or phone numbers without thinking twice?
Today’s users have a nose for these things and recognize bad advertising. Bad mainly in terms of effort. They want something that fits only them; they want to see the effort a company invested in creating something special just for them. Well, right there is the key!
You need to create experiences! Unforgettable moments and experiences that are interactive and tailored to customers, providing real value and easy access. What can these experiences be?
When you come across any product or service online, the first thing that you are interested in is the price. A calculator is a tool that can provide your customers with the information they need and it does so immediately. Calculators are not necessarily financial. Imagine the degree of engagement generated by a cardiologist’s office that offers a calculator in the line of “Calculate the probability of getting heart disease,” which takes into account physical characteristics, family medical history, and information from medical examination. If you add the option to schedule an examination and send the results directly from the calculator to the doctor, you have a winner.
People love to learn more about themselves, even if it is online. If you give them an opportunity to be ranked according to certain criteria, will try to be ranked as best as possible. In this “pursuit” for better ranking, you get great engagement and large amounts of data. The best examples of this are online IQ tests, which have been maintaining their popularity for years.
Gaming ranges from the simplest loyalty games all the way to serious arcade games for mobile platforms. If used in the right way, games can bring very high engagement and have considerable impact on brand awareness. There are three basic requirements that every good gaming solution should meet – enable feedback, include friends, and, of course, be fun. One good example is the Volkswagen mobile game, which allows users to race using classic VW cars. Although the game itself is simple, it showcases the entire VW car portfolio through unlocking the more powerful models as the game progresses.
- Augmented reality
Augmented reality is seen by many as a technological gimmick for teenagers. However, AR has grown into a serious marketing tool that covers the entire spectrum: from BTL activations to apps that have serious practical value, as in the case of our virtual Telenor banker . From the beginning of VR in our market and the first VR app, which we developed for Telenor more than six years ago, VR is finding its way into marketing plans and companies such as Henkel with its Hair App or IKEA with its furniture store, setting new standards in the industry.
Today users know when you plod through your marketing campaigns or create standard, formulaic solutions. In a situation where we have a crowded market, these strategies do not yield results.
The competition for the attention of users is being moved from the territory of buying display and serving standard banners to the territory of creating and serving tailored user experiences and moments. Make sure you’re ready for this competition.