Promoting “complex” products: 10 advertising tips for adult... marketers

A well-written text of an advertisement with the obligatory inclusion of psychological elements makes it possible to provide potential consumers with information about a product, service, as well as planned promotions. The most advantageous offers for customers about discounts, gifts for purchases, holiday events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.

Well-designed advertising is the key to a successful business.

How to attract buyers

To achieve success in promoting a product or service, you need to effectively declare the subject of your business activity.

Timely drawing attention to planned marketing activities will increase the effectiveness of their implementation among numerous potential clients. Advanced entrepreneurs take advantage of the modern capabilities of specialized Internet platforms. They allow you to quickly, and in some cases free, post current news in specialized services and on social networks. All resources provide the opportunity to select target audiences based on interests. If you already know your target audience, you can order printing of your brand or slogan on clothing from FairPrint, which will undoubtedly be effective in attracting attention to your product or activity.

Disadvantages of advertising in mobile applications

Perhaps the only serious disadvantage is that the mobile application market has long been divided . As we have already written, the leaders are social networks and instant messengers, as well as applications of popular brands and organizations.

It is clear that it is best to advertise there in order to get greater coverage. Unpopular applications are hardly worth considering. Although there are often cases when a little-known budget application instantly goes viral. Therefore, we advise you to carefully monitor trends and navigate the world of applications.

Features of advertising text

The best advertising texts, examples of which will help you format them correctly, should encourage the reader to take active action. To do this, when compiling them you should take into account:

1. The headline should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
2. The text part should take into account all channels of human perception and detail the advantages of the proposal.
3. Text advertising must take into account the interests of the target audience for which it is intended.
4. The use of specific facts and precise information expressed in numerical terms is encouraged.
5. The product should be concise and not intrusive.

Elements that need to be reflected in the advertising text

Types of advertising in mobile applications

Everything has already been invented: in the mobile application market there are several standard formats that need to be adapted to. Let's look at each of them.

Banner

The most popular type of advertising. It is displayed according to the same principle as banners on websites: at the top or bottom of the page, on the sides, there are horizontal and vertical. In total, it is currently possible to order 15 formats and 80 sizes of banner advertising.

Banners can be closed or collapsed - this way they do not irritate users, unlike the next format.

Interstitial

Full screen advertising in video format. There are two options: regular, Video Interstitial - an advertisement that can be skipped or closed by clicking on the cross, and Rich Interstitial, which cannot be skipped - the user is doomed to watch it to the end. This irritates many people: the user can’t wait to start the application, but he can’t do it right now - he has to wait.

Full screen ad example

Rewarded Video

This is a video advertisement in online games, for watching which the user receives a reward: equipment for heroes, game bonuses or lives, tips, virtual currency and others. Since this is very important in games, the motivation to watch an advertisement to the end increases significantly.

Playable ads

A new format created in the form of a small game. The user is invited to play a demo version of the game, and then perform the target action. Quite popular - people love to play, there is excitement and curiosity - what will happen next?

Native advertising

Well, what would we do without her! This is a block, banner, video, text that disguises itself as the design and content of the mobile application itself. It’s even clearer - for example, these are advertising posts that you come across in your social media feed. They look like regular posts, but they carry an advertising message. The user may not notice such advertising, or rather, may not realize that it is advertising. This means there is more impact from it, and less irritation.

According to research, Rewarded Video generates the most revenue: in Android applications, the cost per thousand impressions averages $1.05, in iOS applications - $2.33.

Layout of advertising blocks

Algorithm for presenting information

Customers' interest in a product is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.

Secrets of effective advertising

The best examples of advertising texts contain a bright headline that is informative. They are characterized by clearly formulated rules for the promotion and price parameters of the product. And the offer to purchase is always veiled and expressed in the form of a motivating offer.

The advertising text for any product can be published on social networks, on specialized platforms, on your own website, in newspapers and magazines. Placing it on billboards is effective. Distribution to the mailing addresses of regular customers and, through patronage, their acquaintances is effective.

There's no such thing as too much advertising

Advertising of a new product should be constantly in front of users. Representatives of the famous marketing company HBO used this method in their advertising. Shortly before the third part of the continuation of the cult series “Game of Thrones” began to be broadcast on big screens, a huge shadow of a winged dragon periodically appeared in newspapers, magazines, on transport and even on the walls of buildings.

Because of this successful, in our opinion, advertising stunt, people simply could not help but think about the release of a new season of the series. As a result, the number of viewers watching the series amazed the imagination of even the most malicious film critics. And the TV saga itself was recognized as the most successful project in the entire history of the marketing company. As it turns out, HBO advertisers know how to make product advertising noticeable and effective.

Example of an advertising message

Before creating your own advertising brainchild, you should study various examples of product advertising in order to copy the best ideas that are a feature of the product in question. To compose your own advertising, you should first think through all your wishes, as well as compile a list of information that was relevant and useful at the time of creating the brand.

Informational advertising

A marketing model must be chosen based on the advertised product and the target audience that might be interested in it . In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a consequence, actions. The technique of identifying with a well-known brand has a good effect.

By adding a unique style to your advertising, you can give your entrepreneurial idea an exclusive image, which will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-written text structure will allow you to quickly achieve the desired effect.

Persuasive advertising

Mobile App Advertising Tips

1. Don't order long commercials. Remember that even 30 seconds for a user who is eager to log into the application or continue using it is a very long time. The exception is a truly clever advertisement, a work of art that will make the user forget about the original goal. But you understand that such masterpieces are rarely born. So, don't chase timing. 5-10 seconds is quite enough. Communicate only the most important information, do not run wild with your thoughts. Advertising message - specifics - call to action, link to the site. All!
2. If you have something to say, shoot a series of short videos, in each of which you will convey one thing to the user . This way you will create a sales funnel where you will slowly but surely draw him in.
3. Make targeted advertising: show it not to everyone, but to a specific target audience. For example, you have an online store that sells weight loss products. Of course, in addition to popular applications such as social networks and instant messengers, place advertisements in thematic applications for those who want to lose weight. These are all kinds of calorie sensors, pedometers, fitness applications and so on. Their entire target audience is potentially your clients.
4. Study each application in which you plan to advertise. For whom it is created: men or women, young or mature, wealthy or not so wealthy. This is the only way you can create a portrait of the target audience and compare it with the portrait of the target audience of your business. If they are similar, great, you can post them!
5. Take the time to test all the advertising formats we wrote about. Yes, it is clear that banners are the most popular and pay off, but the same native or video advertising in games, with the right approach, can hit your target audience.
6. Test, test and test again! Not only formats, but also display times (can be configured in different ways, at least once at the beginning, at least every five minutes). And also the advertising message itself: for example, if you choose a banner, experiment with the options: today give a link to the sales department, tomorrow organize a promotion using a promotional code, the day after tomorrow play with color... And see what works best.
7. Don't limit yourself to advertising only in mobile applications. It is best to use Internet marketing in combination: order contextual advertising, videos, and cross-marketing. You should be online as much as possible. Once a user clicks on your ad even once, it will follow him everywhere. Is it bad?

Playable ads format advertising

When advertising is ineffective

Advertising is a powerful sales tool. However, if used incorrectly, it can ruin the reputation of a business entity. It must reflect truthful information. It is unacceptable to embellish with events or additional services that are not relevant to the advertised product. There is no need to intrusively attract the buyer; this always creates the impression of lack of demand in the market for similar goods or services. You need to be able to masterfully present relevant information. If this rule is violated, all marketing and advertising efforts to promote your product are doomed to failure.

How to advertise in mobile applications?

Firstly, don’t do advertising yourself, hire a specialist . It is better if it is an advertising agency that knows modern trends. Working with a freelancer is also acceptable - just ask him to show a portfolio on the topic, examples of successful work and, most importantly, the results obtained.

But just in case, we’ll tell you and show you the moves and exits. Mobile apps, like everywhere else, have their own advertising networks. For example, MyTarget, AdMob, Unity Ads and others . You can work with them directly or through advertising exchanges, optimization services or SSPs - technological platforms for selling advertising space.

Each network has specific advertising requirements. Let's highlight three main rules:

• don't put pressure on the user. Don't force him to watch the ad until the end, don't rely on pity. A person must make a decision himself;
• do not overuse advertising. Do not poke it at the input and output, and even after each button press by the user, do not place one after the other. This is not just a rule, but also a fact of life: this is very annoying;
• do not cover the application itself with advertising: a banner or video should not cover important interface elements. It is also unacceptable to use several banners at the same time.

Determining the target audience

In advertising activities, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for review. Its main feature is that the potential client belongs to a certain social status, age, gender, and place of residence.

In some types of advertising, it is recommended to take into account the consumer’s interest, as well as his possible assignment to several categories of the target audience.

Advertising on TV

Not everyone can afford this type due to the high price, but the efficiency will amaze you. The audience of TV channels reaches several million people.

The price depends on the choice of TV channel, its popularity, time (prime time or regular) and the length of the video.

On TNT, NTV and Center you can purchase advertising for 36,000 rubles or more. On STS for 24,000 rubles one video.

On federal channels it will be more expensive; on Channel One and Russia 1 advertisement will cost at least 65,000 rubles. Expensive, but effective, because your commercial will be seen by millions of people across the country.

Advertising stunts

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their own offers. To do this, it is not enough to simply tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to advertise correctly. This will ensure maximum results from its publication. Promotion methods such as a unique selling proposition and the classic sales model, in which the buyer is accompanied at all stages of the purchase, are popular.

Advertising method of comparing identical products

Unique selling proposition

The unique selling proposition must reflect the advantage of products whose characteristics distinguish them from similar offers from other companies. These parameters include:

• profitable price;
• discounts;
• excellent quality;
• brand awareness;
• solving all problems;
• package;
• delivery;
• installment plan

Advantages of advertising in mobile applications

1. There are more and more applications, which means that users spend more and more time there (according to the latest data, 86% of the total time spent with a smartphone in hand). Everyone’s phone is modern, with large memory, you can download dozens and hundreds of applications into them - I don’t want to use it!
2. The mobile application market is growing steadily, which means that the demand for advertising will only grow.
3. Opportunity to attract new audiences. Suitable for those who have already tried other types of advertising and are eager to reach an additional target audience.
4. Flexible targeting settings. Mobile advertising can be customized in the most modern ways: for example, shown only to those users who are located near your office, only to iOS or Android users, only to owners of certain brands of phones, and so on.
5. In general, God himself ordered online stores to create their own mobile applications, and if not, advertise in others. In Russia, 68% of users buy goods and services through applications!
6. You can't set up an ad blocker in a mobile app like you can on websites. This means that your advertising cannot be turned off. There are, however, paid versions of applications in which advertising is not shown, but a minority use them. Free ones attract more.
7. It is relatively cheap (compared, for example, with the same Tik Tok). We'll tell you more about prices at the end of the article.

Targeted advertising on Instagram

Intentional violation of symmetry

Symmetry is translated from Greek as proportionality and is the coordination of parts as a whole (equivalent to perfection and harmony).

In patterned thinking, we like to look at symmetrical objects. Such as snowflakes (nature) or apartment interior (artificially created object). The point is that people get used to visually looking for symmetry, so using this technique draws a lot of attention to itself.

To create creative advertising, it is necessary to break the symmetrical pattern, but this is hampered by the plane of psychological inertia (closedness of thinking on the existing system).

Example 1

An asymmetrical miracle from Japanese automakers. The promotional image shows a machine that is asymmetrical for practical purposes. Deviation from the usual patterns attracts attention and sets the car apart from its competitors.

Example 2

Australian Lawn Tennis Company. How can you show with minimal investment that training with a mentor will greatly increase your chances on the court? An asymmetrical image of a tennis court, where one athlete has a small part and the other has a much larger one. A clear demonstration of the benefits of training with coaching staff.

Hyperbola

Hyperbole is a method of strengthening or exaggerating the existing parameters of an object or phenomenon. Feelings, meaning, presentation and thought can be exaggerated.

This is one of the most popular and long-used techniques to capture customer attention. It allows you to demonstrate new properties and capabilities of the product.

To invent new advertising, the PBC (size, time, cost) operator is used. It includes six questions. What happens if:

• Enlarge an object to infinity.
• Reduce to zero.
• The action in question will be slower.
• The action in question will go faster.
• Increase the price of an object.
• Reduce cost to zero.

After applying these questions, the problem of creating a creative advertising image can be finally solved.

Example 1

Laser vision correction clinic. The poster shows a boy in a field painting a very detailed picture of the bark of a tree. The point is that the tree is very far from him, and he easily draws it in the smallest detail.

Example 2

Lightweight, airy sneakers that don't feel bad. The advertising surface shows the footprint of a person's bare foot. He walked on the sand in these sneakers.