On this digital era, marketers are continuously seeking to get the highest exposure possible for promotion of products and/or services. We all know that e-commerce is the best way to target our consumers the most efficient way for both, cost and accuracy; but we are not alone, every company does the same. These efforts expose customers to get targeted all the time (which meets the promise of online ads), but most of the time our strategies can become intrusive and counterproductive.
Without engagement, social media is just media.
The basis of Marketing is basically customers seeking products and services from companies to satisfy their wants and needs, but we all know that our discipline is much more than that. The key element that would differentiate ourselves with the rest, is our brand promise; every effort of the organization must be focused in meeting the expectation of the customer; in other words, are we actually delivering what we promised to?
We all have experienced a brand that does not meet our expectations causing frustration and/or anger. Some marketers agree in the relation of impact-perceived value decrease; others agree that the value does not change, just looses appeal. Personally, I think that the outcome of failure is not consistent, each person will determine the worth of value; it actually is failure of brand promise, or in other words, your brand does not deliver what it stands for, the reason why your client chose you in the first place.
Inconvenient results (North America)
- Each person is daly targeted with average 5000 ads.
- 70-80% of users ignore sponsored search results.
- Ad blocking is perceived as a defender.
- Ad frauds are significantly increasing.
- 77% of Twitter users recognize increase in brand perception when organizations answer their tweets.
- 84% of people expect brands to create content.
- 88% of B2B marketers agree that creating content creates trust and credibility.
- 72% of online shopping carts are abandoned.
- 90% of searchers don’t have a brand preference before starting their search.
- There is a cyber attack every 39 seconds, 43% towards small businesses.
- 76% of marketers fail to optimize behavioural data for targeting.
- The highest follower engagement occurs on Instagram with a 4.21%
- Searches for “best” have grown 80%
Cognition can be positive or negative
There is no secret; when we start a marketing campaign, we want to maximize our sales. Cognition can be stimulated through advertising to create brand awareness, the hypothesis is simple, the more people you can reach will get you to a larger number of possible clients.
But reality is a bit distant from what we expect, cognition can be associated with good and/or bad perception. For example, Philip Morris (tobacco company), which is a huge company and industry leader, or in other words, it achieved cognition on the client’s mind; but it is associated with addiction, cancer, bad habits, health problems, yellow teeth, etc. We need to be careful how we manage exposure to have optimum cognitive-perception.
How can we measure optimum exposure?
As we said before, cognition goes a long way inside our brains. All experiences and thoughts are bricks and concrete that build our cognitive-perception; sometimes for good, sometimes for bad. This perception is what drives attitudinal responses towards online advertising stimulation (or any stimulus), it has been confirmed that “good perception” exposure gradually goes up until it reaches its maximum level, the optimal exposure; beyond that level the resulted effects and attitudes decrease.
The optimum level for advertising and its effects on cognition are three exposures. This stage produces motivation towards customers; passing this optimum stage, the attitude and perception start to decrease into annoying and unnecessarily receptiveness. Also, only exposing our ads three times will save costs and identify real market, not potential.
What’s the future of optimum advertising?
Nowadays we lack lots of tools for accurate measurement, we know how many people reached, but we don’t know if its the same person over and over again. This is due to segmentation, competitive bidding, multiple competitors, an overwhelming amount of advertising, etc. The new solution is called Ghost ads which are designed to identify whom was actually reached, ensuring the optimum exposure and identifying actual retargeting instead of involuntary retargeting. Some of the benefits are:
- Nor advertiser, publisher, or network incur on PSA’s costs.
- Assure target market reached.
- Lower advertising costs.
- Discards noise from users who were delivered but did not see it.
- Relative competitive baseline (eliminate irrelevancy).
Yours truly, Monseigneur Marketing.
This post is dedicated to a life long companion and mentor, Sergio Cedillo. A person who believes in me even when I doubt myself, with great admiration and care, this is for you.
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Eckstein, M. (2021, April 11). Social media Engagement: Why it matters and how to do it well. Retrieved April 13, 2021, from https://buffer.com/library/social-media-engagement/
Manning, H., & Bodine, K. (2012). Out Side In. Las Vegas, NV: Amazon Publishing.
A revolution in measuring ad effectiveness: Knowing who would have been exposed. (2015). Retrieved April 13, 2021, from https://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/monetisation-strategies/a-revolution-in-measuring-ad-effectiveness/
Ritacco, E. (2016). La saturación publicitaria, el gran enemigo de la publicidad. Retrieved April 13, 2021, from https://www.adlatina.com/articulo.php?slug=%2Fpublicidad%2Fla-saturaci%C3%B3n-publicitaria-el-gran-enemigo-de-la-publicidad
TY – JOUR
AU – Ahmad, Wisal
AU – Mahmood, Zahid
AU – Ahmad, Ayaz
PY – 2016/01/01
SP – 23
EP – 32
T1 – Does Advertising Exposure Level Matter? Implications for Experimental Research in Advertising
VL – 8
DO – 10.22547/BER/8.2.2.
JO – Business & Economic Review