In a world full of advertising stunts and consumers eager to block a popup ad, how can small businesses capture their audience’s attention without earning their distrust? That’s a question that several top players in the industry are attempting to address by calling for more transparency.
However, with digital advertising expected to account for almost 65% of total media ad spending in 2020, keeping up with the changes while protecting your reputation isn’t easy. Get a grip on your web presence using the three C’s— clean, consistent, and creative—in your strategy.
Clean digital advertising.
Fueled by problems with social media platforms and consumer data breaches, big brands are hyper-aware of their ad placement and how that affects their reputation and overall credibility. Customer distrust stems not only from misplaced and misused consumer data but also from transparency issues with agencies and third-party integrations.
Marc Pritchard, CMO at P&G called for a series of changes towards clean digital advertising. He said, “This new level of transparency is shining the light on what’s next—marketers taking back control of our own destiny to accelerate mass disruption—transforming our industry from the wasteful mass marketing we’ve been mired in for nearly a century to mass one-to-one brand building fueled by data and digital technology.”
Pritchard’s comments suggest that the way of the future is accountability, transparency, and improvement in the user experience. Ensure your company handles consumer data appropriately by using best practices in your digital advertising.
Creative web presence.
With more companies increasing their digital marketing budgets, standing out online is difficult. Get creative with your advertising and branding strategy by broadening your digital media efforts while focusing on your branding. For example,
- If you’ve traditionally only supplied written content, then attract new customers with targeted videos. Include snippets on social media platforms and your website.
- If you rely on stock photos, then change it up with professional photography. The increased transparency reflects positively on your brand.
Enhance the user experience by brainstorming each portion of your digital advertising strategy. Look at what your competitors are doing, consider how your branding makes you different and lay out the steps towards meeting your goals. By doing this, you’ll boost your web presence and brand awareness.
Consistent digital strategy.
If your logo and design elements vary by platform, then these inconsistencies hurt your bottom line. Each component of your brand is a touchpoint for your customer. A uniform message and visual design builds confidence in your brand and increases brand recognition. Small businesses guarantee consistency by using a brand style guide including templates for all platforms and consumer touchpoints.
With consumer trust in online ads at an all-time low, and ad blocking growing at 30% a year globally, it’s essential to gain the trust of your customers. Building a robust digital footprint requires a well-thought-out online advertising plan that focuses on the customer experience. For the best results, keep the three C’s in mind—clean, creative, and consistent. Portray stability using your graphic and web design, and you’ll find more people are willing to invest in your services and products.