How to improve users’ acceptance of advertising? Here are 7 techniques!
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Those great advertisements often come from the brand owners’ original intention to serve users, rather than just pushing advertisements to users. The emergence of ad blocking has greatly promoted the development of native and platform-based content, while also giving the advertising industry an opportunity for deep self-reflection. Therefore, page views have become a key indicator for brands to measure effectiveness, so that advertisers can at least know where their money is spent. In today's era of rapid technological development, people are becoming more cautious, careful, and vigilant about advertisements. Below, the author will elaborate on seven aspects of how to improve users' acceptance of advertising: 1. Native advertising Whether it is last year or this year, native advertising is a major trend that brand owners cannot ignore. It is also a very effective way for brand owners to snipe ad blocking, and it is the only way to help Snapchat and Hulu achieve rapid growth. For social platforms like Snapchat, the more native the content, the less effective ad blocking becomes. As for users, they will not use ad blocking unless they have no other choice. They prefer to see interesting ads that blend in naturally with the social platforms. For brand owners, this is also a driving force for them to produce higher-quality content. In the past, brand owners would distribute their content through many publishers, but now the world has changed and this approach is no longer feasible. Brand owners need to focus more on pushing content to users. In fact, much of the popular content online today is generated by users, whether through social media, web pages, videos, podcasts or blogs. Therefore, it is very important for brand owners to accurately produce high-quality content that is highly relevant to the audience. 2. Connecting with users For brand owners, what they should really focus on are the users with whom they have already established connections. The age of the users is not the key point. In today's era of highly developed Internet, the closeness of the connection with users is the real key. The two major factors that affect the closeness of contact with users are: the number of devices used by users and the frequency of communication between brand owners and users. Whether in developed or emerging markets, mobile has undoubtedly strengthened the connection between brand owners and users. For brand owners, the use of mobile devices such as Apple Watch , iPad and an iPhone is a very smart strategy. Brand owners need to pay more attention to the devices users use rather than their age. According to the latest data from Strategy Analytics' mobile payment service, the number of global mobile payment users will exceed 1 billion by the end of 2016, equivalent to 20% of independent mobile users. Driven by payments from the unbanked and social payments, mobile payment transactions will more than double in 2022 from 2016 – rising from $200 billion in 2016 to $571 billion by the end of 2022. This means that the penetration rate of mobile devices in users' lives has increased dramatically. It is expected that the number of global mobile payment users will exceed 1 billion in 2016 3. Pay attention to the circle of friends. When users do something meaningful, they will immediately post a status update, which is the so-called "circle of friends". For example, when a user gets a high score in a game or completes a stage goal, he or she will post an instant update in the circle of friends. In this way, brand owners are in a very advantageous position - they can sneak into the most receptive places in users' daily lives and place their own advertising information. In this case, the most effective way to increase user engagement is to reward users accordingly on the mobile terminal. In this way, users can gain value from it, and brand owners can also increase user engagement and brand exposure. When ads become less like ads and more like services for users, user privacy will no longer be a big issue. For example, when the hotel obtains all the user's information, it is very helpful in improving the user experience. 4. The concept of "user first" is very correct. That is to say, if the CTR only increases from 2% to 5%, it means that 95% of users do not like your ad. Brand owners need to focus more on producing content that can create value for users. Brand owners may be able to produce the best quality advertising, but if this is based on the premise of interrupting the user experience, it will be of no use. As mentioned above, brand owners should be user-oriented and focus more on providing users with valuable content, which is the long-term strategy. 5. Good advertising is the key to success for good products. For a long time, brand owners have had a wrong perception: “Good wine needs no bush.” But in today’s era of digital marketing , good wine also needs a bush. Good advertising also needs to actively adapt to the product. It is undoubtedly true that products come first, but good advertising is undoubtedly the key. Therefore, good products need to be effectively combined with good advertising to produce the best results. 6. A common mistake made by data brand owners is that they fail to obtain and analyze valuable data from early advertising in order to better serve later advertising . What’s even worse is that brand owners fail to leverage data to accurately target users and thus deliver more precise advertisements. Therefore, for brand owners, they should make good use of data and keep their data in DMP (data management platform) to prepare for future big data analysis . 7. Mobile first: For those heavy mobile users, mobile will undoubtedly become the focus of brand owners. Traditional TV advertising no longer has an advantage, and god-like social platforms such as Facebook, Google and Twitter have accumulated a huge amount of data. In the future, more and more brand owners will shift the battlefield to mobile devices. Conclusion: Success cannot be copied. Although different industries have different rules, some small tricks are common, such as native, mobile, video, and user-first. As long as brand owners can properly use past experience, take the essence and discard the dross, they will definitely gain something.
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