Nowadays, you have more options how to make publicity to your business. However, the trends are changing very fast and it is important to understand what is actually reaching your potential customers and revising your strategy ongoing basis. It is very important looking at medium and long term, what is building trust and creating recognition of the brand.
The strategy of some companies to reach their target market can sometimes cross the line and it could make the audience feel that they privacy has been violated, it can create a very negative perception of the company and could be difficult to reverse.
Homepage takeover ads can be effective to “hijack” the attention of the target audience for some seconds but at the same time it can be very irritating and it could even make feel some people disrespected. With desktops, laptops, tablets and smart phones users are feeling that they are 100% in control of what they want to see or read in contrast with TV and radio where users are more passive and they are used to interruption with ads as part of the push system.
The more effective way to reach your audience is through trust, people are more likely to visit your website if people they know recommend it through likes, followers, reviews and sponsored story. This last one is very effective at the moment, one reason is that most people are not fully aware that who owns the story is paying facebook to reach more people using the network of the user, and it is shown as recommendation of someone that you know.
Looking at a research done by Nielsen survey in trust advertising – Paid, owned and earned consumers-don-t-trust-paid-media-report people trust 92% recommendations from someone they know, 70% from reviews, 58% branded websites and 58% editorial contain such as articles in the newspaper. In contrast with online banner add 33% consumers trust, text add in mobile phone with 29%, adds in social media and online video add with 33%.
It is more effective and positive in long term to use the audience’s network that they trust to build up the recognition of you brand, also direct traffic to your website from this channel and the website should respond to audience expectation.
