Intrusive digital advertising is not popular with consumers. A study conducted by HubSpot Research in Latin America showed that more than half of respondents use ad blockers.
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The main reasons for this include:
- They are intrusive
Invasive advertisements, such as pop-up ads, create discomfort and lead consumers to reject digital advertising.
- Security flaws
Many websites host third-party online advertising. Because of this, these websites cannot control the ads they serve to users or guarantee their security. This motivates the use of ad blockers by users visiting the website.
- Navigation problems
Banner and video advertising creates a negative browsing experience. Poor design and poor placement of such ads causes users to deliberately ignore this type of advertising.
- They are not attractive
It is important not to overlook this aspect, because if your ad is not attractive, it will not have a presence among the rest and, together with segmentation, it is an important issue for receiving clicks and achieving sales. We share some tips to make your ads more attractive .
For all the above, some alternatives have emerged to solve this type of problems, such as Inbound Marketing.
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Inbound Marketing?
Inbound Marketing is a strategy based on attracting customers through valuable content . The idea is to educate and add value to the prospect in the stages of the buyer's journey, and accompany them until the sale is made.
This methodology seeks to convert site visitors into contacts, then into qualified prospects, then into customers and, finally, into brand promoters through the optimization of digital content, offering a better user experience.
This is achieved with the following best practices:
1. Provide value
It is essential that ads provide relevant content and give the user an improved sales experience. In this sense, it is important that the content is interesting and educational for users. In this way, it will take them through the Buyer's Journey, which will end in effective conversions.
2. Segment
When it comes to digital strategies, it is essential that ads are targeted at users who fit the buyer persona profile of our company. This allows us to provide appropriate content to the audience, generating a greater impact on the potential client.
3. Advertising on Social Networks
Social media is key to any digital marketing strategy. In fact, studies show that sponsored posts on LinkedIn, Twitter and Facebook generate less rejection among consumers. The reasons are:
They offer useful content to the user.
They do not interrupt the browsing experience.
They are aimed at a specific audience.
Therefore, by using native advertising on social networks we will obtain better results in the development of digital strategies that include the advertising format.
Facebook is the social network with the largest number of users and, therefore, is a key pillar in the advertising strategy. It has an advertising platform that has the following advantages:
Facebook filters allow for precise segmentation, connecting our brand with the target audience.
Thanks to the ability to reach certain user profiles, it is possible to generate qualified traffic with a higher probability of conversion.
With the information provided by Facebook Ads, it is possible to adapt advertising to the audience's behavior, making changes or adjustments to the campaigns as they progress, increasing their effectiveness.
