Internet advertising is losing users' trust. What to do?
Posted: Mon Dec 23, 2024 9:49 am
Content
Ad blockers
Banner advertising
Context and search results
Influencer Marketing
Reputation Marketing
Content Marketing
Native advertising
Conclusion
Today, the Internet is the main channel for disseminating information. Ittelegram directory opens up broad opportunities for promoting any business, be it a product, service or personal brand. But if before 2012 the level of user loyalty and trust in online advertising increased every year, then a 2017 study by Deloitte showed the opposite picture.
The attitude towards online advertising has significantly worsened over the past two years – the loyalty index has dropped by 14 points. This is not surprising if you remember how annoying flashing banners, videos that interrupt the content we need, pop-up windows, etc. work. The usefulness index is also rapidly falling, the audience does not find online advertising useful and tries to avoid it. In what ways?
Ad blockers
There are many special extensions that allow you to block ads on websites. The most popular tool at the moment is Adblock. Using such extensions is not always convenient, as they hide absolutely all ads, including potentially useful ones. For example, information about promotions or discounts.
Yandex sets the trend in combating aggressive advertising with its own methods. Since March 2018, it has completely stopped using advertising included in the list of unwanted on all its platforms (Maps, Search, Transport, etc.), and Yandex.Browser has stopped opening pages containing this type of advertising. Unwanted ones include banners popping up in the center of the screen, advertising videos with sound, etc. Yandex has published a full list of these formats for computers and mobile devices in its Blog.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Banner advertising
Banner advertising differs from contextual advertising in the way information is presented. Advertising messages in the form of pictures or gif images are not shown at the user's request, but are placed on partner sites.
Despite the fact that the reach of banner advertising is much wider than contextual advertising, it is often like “shooting sparrows with cannons.” Such advertising does not always reach the desired target audience, as a result, its CTR is significantly lower, and the irritating factor is higher.
If you use banner ads, choose the platforms and formats more carefully. Avoid overly bright, annoying gif images. Set up call tracking and analyze the return. Are you satisfied with the profitability? Perhaps it is time to reallocate the budget to other more profitable advertising channels.
Context and search results
What about traditional types of advertising on the Internet?
Unlike banner advertising, context and SEO work on a specific request from the user. Such advertising does not impose, but offers a choice. If user trust in contextual advertising falls, this does not affect its profitability. Payment is made for the number of transitions to the site, and not for impressions.
At the same time, the natural search results always remain a backup option. Many users still avoid contextual advertising and consciously turn to the TOP-10 search engines. Therefore, it is better to use both of these channels if possible.
As users develop “immunity” to direct advertising, other, more customer-oriented tools are gaining popularity: influencer marketing, native advertising, and reputation marketing.
Influencer Marketing
Often when making a purchase we rely on the advice of friends, relatives or simply respected people. This simple principle of "word of mouth" formed the basis of Influencer marketing.
How does it work? The brand finds a person known to its target audience. For a certain fee, the influencer transmits an advertising message on their social networks. There are many formats: advice, personal experience, competition, giveaway, video, story. The main requirement is to make the advertising campaign original.
Influencer marketing is often not viewed negatively for several reasons.
The platform where the placement takes place is the personal page of the agent of influence. The user goes there voluntarily, that is, gives consent to all the content that will be offered to him.
A well-thought-out advertising campaign and the blogger's creativity often allow the advertising message to be presented in an engaging form. Users learn something new and interesting for them.
This tool is based on personality. People trust people more than brands.
Reputation Marketing
Before making a purchase in a new store, people often search for information about it on the Internet. In order for the company's reputation not to interfere with the transaction, but on the contrary - to push towards it, attention should be paid to the formation of the company's image on the Internet. This task is taken on by reputation marketing.
Reputation marketing is the creation of a positive image of a company by working with reviews on specialized sites.
Reputation marketing can be called "hidden advertising". Agencies offer a whole range of measures aimed at:
increasing trust and loyalty to the company;
increase in customer base, sales growth;
retaining current customers, etc.
Their job is to work on sites that are in the TOP-10 search results for queries in the format "company name + reviews". Basically, this is an artificial "seeding" of positive reviews and the removal or processing of negative ones.
If there are still few requests with reviews about your brand (you can check popularity using the Yandex.Wordstat service), you can control your online reputation yourself.
Ask current customers to write reviews and promptly deal with negativity if necessary. Using special services will help you respond to any mentions of your company in a timely manner. For example, Brand Analytics, Medialogy, Babkee, etc.
Ad blockers
Banner advertising
Context and search results
Influencer Marketing
Reputation Marketing
Content Marketing
Native advertising
Conclusion
Today, the Internet is the main channel for disseminating information. Ittelegram directory opens up broad opportunities for promoting any business, be it a product, service or personal brand. But if before 2012 the level of user loyalty and trust in online advertising increased every year, then a 2017 study by Deloitte showed the opposite picture.
The attitude towards online advertising has significantly worsened over the past two years – the loyalty index has dropped by 14 points. This is not surprising if you remember how annoying flashing banners, videos that interrupt the content we need, pop-up windows, etc. work. The usefulness index is also rapidly falling, the audience does not find online advertising useful and tries to avoid it. In what ways?
Ad blockers
There are many special extensions that allow you to block ads on websites. The most popular tool at the moment is Adblock. Using such extensions is not always convenient, as they hide absolutely all ads, including potentially useful ones. For example, information about promotions or discounts.
Yandex sets the trend in combating aggressive advertising with its own methods. Since March 2018, it has completely stopped using advertising included in the list of unwanted on all its platforms (Maps, Search, Transport, etc.), and Yandex.Browser has stopped opening pages containing this type of advertising. Unwanted ones include banners popping up in the center of the screen, advertising videos with sound, etc. Yandex has published a full list of these formats for computers and mobile devices in its Blog.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Banner advertising
Banner advertising differs from contextual advertising in the way information is presented. Advertising messages in the form of pictures or gif images are not shown at the user's request, but are placed on partner sites.
Despite the fact that the reach of banner advertising is much wider than contextual advertising, it is often like “shooting sparrows with cannons.” Such advertising does not always reach the desired target audience, as a result, its CTR is significantly lower, and the irritating factor is higher.
If you use banner ads, choose the platforms and formats more carefully. Avoid overly bright, annoying gif images. Set up call tracking and analyze the return. Are you satisfied with the profitability? Perhaps it is time to reallocate the budget to other more profitable advertising channels.
Context and search results
What about traditional types of advertising on the Internet?
Unlike banner advertising, context and SEO work on a specific request from the user. Such advertising does not impose, but offers a choice. If user trust in contextual advertising falls, this does not affect its profitability. Payment is made for the number of transitions to the site, and not for impressions.
At the same time, the natural search results always remain a backup option. Many users still avoid contextual advertising and consciously turn to the TOP-10 search engines. Therefore, it is better to use both of these channels if possible.
As users develop “immunity” to direct advertising, other, more customer-oriented tools are gaining popularity: influencer marketing, native advertising, and reputation marketing.
Influencer Marketing
Often when making a purchase we rely on the advice of friends, relatives or simply respected people. This simple principle of "word of mouth" formed the basis of Influencer marketing.
How does it work? The brand finds a person known to its target audience. For a certain fee, the influencer transmits an advertising message on their social networks. There are many formats: advice, personal experience, competition, giveaway, video, story. The main requirement is to make the advertising campaign original.
Influencer marketing is often not viewed negatively for several reasons.
The platform where the placement takes place is the personal page of the agent of influence. The user goes there voluntarily, that is, gives consent to all the content that will be offered to him.
A well-thought-out advertising campaign and the blogger's creativity often allow the advertising message to be presented in an engaging form. Users learn something new and interesting for them.
This tool is based on personality. People trust people more than brands.
Reputation Marketing
Before making a purchase in a new store, people often search for information about it on the Internet. In order for the company's reputation not to interfere with the transaction, but on the contrary - to push towards it, attention should be paid to the formation of the company's image on the Internet. This task is taken on by reputation marketing.
Reputation marketing is the creation of a positive image of a company by working with reviews on specialized sites.
Reputation marketing can be called "hidden advertising". Agencies offer a whole range of measures aimed at:
increasing trust and loyalty to the company;
increase in customer base, sales growth;
retaining current customers, etc.
Their job is to work on sites that are in the TOP-10 search results for queries in the format "company name + reviews". Basically, this is an artificial "seeding" of positive reviews and the removal or processing of negative ones.
If there are still few requests with reviews about your brand (you can check popularity using the Yandex.Wordstat service), you can control your online reputation yourself.
Ask current customers to write reviews and promptly deal with negativity if necessary. Using special services will help you respond to any mentions of your company in a timely manner. For example, Brand Analytics, Medialogy, Babkee, etc.