Whatever your business (large, medium, small or micro), the need to communicate your products does not change. The metal signs advertising plays a fundamental role in this sense and is indispensable in any business strategy. If you don’t rely on the benefits of advertising, you can also consider your company non-existent on the market.
That double-edged sword
Today, the transition to the information society has also led to an evolution in advertising. The role of the latter is increasingly central and full of responsibility, up to contributing to the success or failure of a company.
As advertising technique 2.0 teaches us, simply communicating the characteristics of a product/service is no longer enough. Today the advertising message is a real double-edged sword. Communication professionals are constantly engaged in formulating creative and original advertising messages. To do this it is necessary to enter the client’s psychology.
The advertising message, therefore, is the fundamental element to stand out from competitors, as well as the main tool to position oneself best on the market, to communicate one’s values and brand identity, as well as to create and maintain a relationship of trust with the consumer.
The modern consumer
This figure has also undergone an evolution compared to the past: the consumer is a much more aware, active and responsible subject. He does not passively receive the advertising message but is attentive to the language used and the promises that the content communicates. The consumer is bombarded with thousands of stimuli, some more targeted, others less so, for this reason, an advertising message is needed that can arouse feelings of security, certainty and well-being.
- To create effective advertising, therefore, it is necessary to enter consumer psychology and touch the strings of emotion. A rational and informative approach is no longer enough, it is necessary to persuade, or to adopt an advertising technique that can go deeper to align with the emotions of the consumer, to the point of creating the desire for a product where it is not there.
- Each advertising technique must take into consideration the budget and the target audience and, at the bottom of them, build an ad hoc advertising message by choosing the most suitable advertising channels through which to distribute the content.
But let’s dwell on this last point
The choice of advertising channels is fundamental for the advertising technique since according to them the advertising message will be adapted accordingly. It is not possible to create a single message and transmit it indiscriminately on all available channels. We must take into account the strengths and weaknesses of each medium and, only once they have been identified, we can proceed with the construction of a customized advertising message.
Advertising technique: offline channels or online channels?
Needless to say, with the advent of digital technologies, the chances of reaching the consumer are increasing, but this growing range of opportunities also implies an increase in difficulties. It is probably incorrect to say that traditional channels are better than online channels and vice versa. The right answer is a mix of both types of channels, in short, choosing integrated communication.