Never switching up your ad strategy is like wearing the same outfit every day, over and over again, for years.
Sure, it may have once been a favorite, and made you look and feel confident. But over time you’ve changed, the people who you want looking at it have changed, and now the outfit has become shabby and wornout.
When looking to gain more leads and reach your target more effectively, try re-visiting your digital strategy and determine whether it could use a changeup – be it new tools for targeting and optimization, doing more split-testing or shifting the budget.
By the end of 2014 marketing teams are predicted to spend $135 billion on new digital marketing collateral. Don’t let your competitors forge ahead while you stay in the past!
Learn how to freshen up your own strategy with these pivots from 4 Top Performing Advertisers…
Back in 2009 when eHarmony was newer to the ad game, they took the strategy of explaining what exactly their product does. They focused on a benefit to gain consumers by demonstrating how their product was different than their competition.
Now in 2014, they’ve shifted to lifestyle and emotional benefits instead. It’s not what the product does, but how your life changes for the better (“Meet the one you’ve been waiting for”) and how much they understand your needs (“We get you”), when you signup with eHarmony.
Through the years All Modern found the value in engaging graphics (and new logo design!). In 2011 they highlighted specific products in isolation. They used a clean white background and dropped products on top – there was no cohesion to this look.
In their recent ads, All Modern shows their products in actual settings. They effectively showcase how good a room can look when furnished with their products.This gets customers excited and thinking about ways they can improve the decoration in their homes.
Groupon, in its earlier days, fell into the Google Adwords trap. Many advertisers solely rely on Adwords for their ad placements and media buys. This is a good place to start, but can be restricting as you may be missing out on sources where your target is active.
In the last few years, Groupon complemented their Adwords strategy with a much higher amount of direct media buys. This gives them greater control to place their ads directly on sites they know are relevant to their target viewers and negotiate a better rate.
Lumosity used to take the route of showing consumers how much OTHER people loved their games and tests by using testimonials and quotes. While this certainly validates the brand, it’s hard to envision these games and how great they are at improving memory and attention spans.
Now Lumosity shows actual screenshots which allows users to feel like they’re already part of the experience.
Fighting Those Growing Pains…
Be proud of your prior campaigns if they brought you success! But as a marketer, you can’t be afraid of change. Make sure your ad strategy keeps up with the times – is your strategy unfit for new technology such as mobile? Are consumers now in a different mindset? These are the things to think about if you want to ensure your brand stays relevant and engaging.
Remember, if you want your company to grow big, first you have to make sure your strategy grows up!