Why varied ads are so valuable.
Just as current content on your website improves the experience of your visitors, current and varying advertisements will also have a positive effect on how a reader views your organization. If you have a specific target group that you target, you should definitely ensure that your advertisements vary. This way you prevent irritation with your target group. Also consider any different target groups you have. There are many companies that have products for multiple target groups. These companies could choose to write general advertisements, which are then shown to different target groups. However, these target groups will feel less addressed by the advertisements. In this way, the company does not focus on specific target groups and their different characteristics. To prevent this, you will have to approach your target groups in different ways. An example, with a direct comment, can be seen here:
A few years ago, Albert Heijn started delivering groceries. After some time, this was also rolled out in Friesland. To inform the inhabitants of Friesland about this, Albert Heijn decided to hang a poster (in Frisian “we now deliver in your area”) in bus shelters. By locally opting for a Frisian text, Albert Heijn specifically focused on (potential) customers of Albert Heijn from Friesland. However, due to an error, the posters were not distributed in Friesland, but in Groningen. Albert Heijn obviously received a lot of attention, but a spokesperson admitted that it was not a stunt. It was the result of a careless mistake. The wise lesson that emerges from this is therefore: if you segment your target groups and adjust your message accordingly, make sure that this message reaches the right target group. This will prevent clumsy mistakes as described above. It may take longer to write different ads for different audiences (and attention!), But you will definitely reap the benefits.
How do you keep the attention of your target group: the wear-in / wear-out effect.
Everyone knows it: an advertisement that you do not find interesting at all and that you will see for months, or perhaps worse, for months. These ads create irritation for you, and the chance that you will purchase something from this producer is nil. Or maybe you are initially interested in a product or service from a certain organization, but you are exposed to the same advertisement so often that your enthusiasm quickly diminishes. In the marketing world this is also called the wear-out effect.
The Cambridge dictionary describes the wear-out effect as a situation where an advertisement is used so often that it is no longer effective. If your audience finds it annoying that they constantly see the same message, they will not buy anything from you, and your brand name may even evoke negative associations with them. After all, the recipient is no longer surprised by the advertisement and the “novelty” of the advertisement also disappears. As a result, the person in question will look less attentively at the ad, so that it no longer produces the intended result. According to Marketing Terms the wear-out effect depends on factors such as the frequency of the advertisements, the target group, the duration of an advertising campaign, the quality of the advertisements and the variation within the campaign. So if you notice that your ad that used to work so well has been performing less recently, check to see if it’s not time to change your content.
The wear-in effect, on the other hand, refers to the idea that consumers should see ads more than once before the ad will actually have the intended effect. This means that a message must be repeatedly shown to the target group. While it may seem like this will lead to the wear-out effect, it doesn’t have to be.
The power of repetition
The trick is to realize the wear-in effect and to avoid the wear-out effect. But how does this work in practice? Doesn’t the wear-out effect say that repetition leads to an uninterested target group?
However, repetition can certainly work well, if it is used correctly. The effectiveness of your ad obviously depends on how it is received by the target group. Repetition is important here: it is necessary to convey a message. But why repeat the exact same message again? It is smarter to approach your target group in a different way and to cut your message into pieces, as it were. You can use the REAN model as a reference work. This model shows all phases that a (new) customer of your website goes through, from the introduction phase to the loyalty phase. You therefore cut the message you want to convey to (potential) customers.
It makes no sense to want to encourage someone who meets your organization for the first time to make a purchase. You do this gradually and in phases. Varying ads that keep this potential customer getting more and more information about your organization, and slowly getting tempted into a purchase, will work much better in practice than consistent ads that don’t follow the stages of purchase. In short: approach your target audience repeatedly, but adjust your message to their unique phase. The consistent use of remarketing is an advantage here. In this way you can divide your target groups according to the phases in which they are located.
In addition, there is another additional positive effect of varied advertisements. When you approach people in different ways, with different advertisements, the memory tracks (also known as memory traces) become stronger. Presenting your message in different ways increases your memory in these people. This increases the memories of your message. This is also known as dual coding theory. So your target audience will remember more about your organization and your service if you communicate your message differently each time. This increases the chance that people also link a certain service or product to your organization. This ensures that you stay top-of-mind with this group.
The corona crisis and current advertisements
In recent months, many companies have responded to the changing situation due to the corona crisis by advertising in a different way, or even adjusting the entire business. The list of examples is endless, but for clarification you can find an example of how this was done by cosmetics company L’Oreal. In this case, L’Oreal actress Eva Longoria made an instructional video explaining how to dye your gray hair at home. For example, the company was creative with the circumstances and the target group (in this case people with gray hair) was also approached effectively today. By responding to current events, you ensure that your advertisements are relevant and immediately attract the attention of your (potential) customer. Precisely that attention is a prerequisite for conviction and further action.
Do you have the idea that the advertisements have not scored well (any longer). Then check whether it is not time for new content. As an organization you can certainly choose consistency, but if you do not change your ads, you will eventually notice that the interaction on your ads deteriorates. Make sure you provide your target audience with fresh content that exactly matches the phase in which your (potential) customers are.
This blog was written by Julia Offinga, Junior Digital Marketing Consultant at LeadLogic