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BizReport : Advertising archives : November 04, 2013

Top 3 tips to enhance cross-channel campaigns

With the multitude of ways consumers can engaged with content, brands and products it should be simple for brands to make that connection. But, despite the different ways consumers can log on and various places they can find product information or relevant content it is becoming harder to ensure brand messages are reaching those consumers and that the message received is truly the message the brand wanted to send.

by Kristina Knight

Over the past 18 months cross channel campaigns have grown in popularity but still there is a gap between the consumer and the brand because messages become diluted or relevance is lost.

Step one in creating stronger cross channel campaigns is to define the target audience. Display advertising is virtually useless unless you have a clear idea of who your target audience is. You need to have a basic framework and demographic information based on which the ads will be designed.

"For instance, ads targeting young kids and middle-aged women have to be made differently. If you haven't defined your target audience clearly, this can prove to be a major challenge and a hurdle that is difficult to overcome," said Ayal Ebert, CEO and founder Dispop. "In addition, you can make the most of targeting options that display ads provide you, including behavioral targeting and geographical targeting. The narrower your audience is, the more effective your display ads will be. For example, you might want to target a specific area in Dallas or the whole city. The ads will then be made according to the geographical dispersion of your target audience."

Step two is to create powerful display ads by ensuring the design matches the brand's core message.

Step three is to remember the call to action. Display ads must have a call to action, says Ebert.

"You cannot assume that just because a person has seen your display ad on a website would guarantee that he/she is in the bag and that you will make a sale. You have to actually instruct users as to what you want them to do. There are many ways you can write a compelling call to action and increase the chances of your ads being clicked on whether on a PC, mobile device or tablet," said Ebert.

Image via Shutterstock

Tags: advertising, advertising ideas, cross channel ads, cross channel marketing, Dispop

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