Effective ads are key for effective marketing. But, many marketers, even the most “sophisticated,” often don’t understand or take advantage of the perspective from which consumers view their efforts. Their marketing isn’t effective because their advertising strategy isn’t in sync with the needs and interests of their customers.
Let break it down.
Effective marketing has two broad objectives: demand creation and demand fulfillment. That’s it, just the two. On the other hand, consumers go through several stages before they purchase: from satisfied to prospecting and then consideration. Demand creation affects the first two. Demand fulfillment is most effective at the end. You need both and don’t confuse them, they aren’t the same.
Use this idea when considering what you say in the ads you develop. Write a reveal strategy to manage what is being said in each channel so each can work as hard as possible against the appropriate objective and deliver an effective marketing program.
For example, banner ads, are much more effective when focused on demand creation. Click through rates are less than 1% so don’t expect banners to generate response (demand fulfillment) because that’s what you want them to do. Not going to happen. Period. But, banners can be an effective tool to let people know you are in the market, to tell them what your product offers. Banners can be an effective demand creation medium. After all, depending on your target audience 20% to 30% of media consumption is happening online. So use banners to create demand; focus the message they deliver on product differentiation, which leads to more effective marketing.
Search and landing pages are all about demand fulfillment. Don’t waste real estate puffing up your brand. You are telling visitors what they already know. Give them a compelling reason to take action. Draw them in and entice them to buy from you.
- Write an advertising strategy that determines the message to be delivered at each step of the purchase process.
- Demand creation or awareness advertising should focus on product benefits.
- Demand fulfillment advertising should focus on the desired consumer action.
- Both are important but don’t ask them to do each other’s jobs.