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How Online Advertising Can Boost Your Sales

Happy New Year 2016 To All Readers,
With the digital platform growing larger and larger by the day, more and more companies are turning to digital advertising. Although traditional advertising is still being used by business to promote their products, online advertising is gaining more precedence. This is because of the several advantages that online advertising offers. The digital world is growing day by day and reaching out to target audiences is much easier as compared to traditional advertising media.

If you are a business owner, here are a few reasons for you to consider online marketing for your brand. These pointers will tell you how beneficial online business can be in boosting your sales and enhancing your profits.

More Affordable
Advertising in the traditional media can be quite expensive. Especially running television commercials and print advertisements in leading dailies can eat into your budget. Online advertising is less expensive and much more affordable. Also, it gives you deeper penetration and a larger audience.

Better conversion rates
One of the major advantages that online advertising gives you is that of a better conversion rate. You can draw attention of more and more people through advertisement campaigns and measure the number of visitors you get on your websites.

Quantifiable metrics
Advertising in the traditional media does not allow you to measure the impact they have caused. However, on the digital platform the impact of your advertising campaign can be clearly measured. If you have the right creative agency in Mumbai by your side, you can make your digital advertising campaign a huge success and also measure the impact that it has caused.

Direct engagement with consumers
Your online advertisements allow you to engage directly with your consumers. You can collect their reactiosn and feedback through a social media profile. This allows you to measure the success of your campaign.

There are several creative advertising agencies in Mumbai that can help you design the perfect advertising campaign to influence your customer base in the right way.

Why are more advertising agencies taking to target based advertisements?

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The Indian media industry has seen a sea of change within a decade. Ever since the internet was made available in almost every corner of the country, an Indian advertising agency has started prioritizing it over other forms of mass media such as television, radio and newspapers. The Internet not only allows you to launch cost-effective publicity campaigns but acts as a two way street. Both advertisers and targeted groups can communicate about goods and services. A communication agency launches a video blog (vlog), podcast, blog post or ad campaign on Twitter and Facebook which is viewed by internet users. These users can in turn provide feedback on the campaigns through comments, opinion polls, ratings and other channels.

Since internet advertising is a two way street advertisers have decided to adopt target advertising that can lead to substantial results in quicker time. Unlike mass media which targets an audience without knowing its tastes or preference, an Indian advertising agency working with the internet, profiles a user before bombarding him/her with ads. That way, the agency knows for sure that the person who is seeing the advertisement would be interested in buying the service or product sooner or later.

There are quite a few methods that an Indian advertising agency adopts to analyze the effectiveness of a particular campaign. It uses analytics tools to observe the time of logging in of a particular user, the pages visited or liked by the user on Facebook and the handles followed by him/her on Twitter along with the discussions she/he participates in. Using the information collected about a user group at a particular hour of the day, the products which would appeal most to them are advertised. For new users, a communication agency throws ads belonging to different genres at them to observe the response of the user. Based on the user’s actions, the communication agency displays further ads. Viral advertising is another surefire way of gathering user interest about a particular product. Ad campaigns pertaining to a particular brand of product or genre is shown to users once they visit a site of a similar nature.

This method of target based advertising is trending globally and the Indian advertising agency too has adopted it rather seamlessly.

Indian advertising is going global with elan

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India’s advertising industry is in the throes of dominant change in recent times and nowhere is it more visible than television and marketing campaigns themselves. Indian brands are now tapping into international markets and audiences for their products and services. The Micromax advertisement was one of the first campaigns that made use of an international ambassador in the form of global Hollywood celebrity Hugh Jackman and this helped the brand create its own presence and niche in the global market courtesy its tie-up with Jackman and its strategies like free X Men movie content provisions on its smartphones and the release of television commercials and promos for the same.

Other brands like Timex have also roped in ambassadors like fast bowler Brett Lee earlier. Reaching out to international markets is a strategy that has been employed before but only catered to limited markets and Indian consumer sentiment was always kept at the forefront. However, campaigns are now choosing to focus on global perspectives. This is witnessed through concepts like the sharing of happiness promulgated by Coca Cola to the need for every kind of friend which promoted Bharti Telecom.

All successful Indian advertisements have always tapped into unlimited reservoirs of emotion, something that has always worked with the domestic consumer. However, the global shift is visible with the advent of international brand ambassadors or creative and funky ways to get the message across. Brand strategies are changing in accordance with global tastes and consumer behaviour. The changing face of India as a global superpower has a lot to do with this shift in advertising messages and strategies.

Multiple Indian celebrities endorse famed global brands and the trend is being reversed here now. There are advertisements which have hit bulls-eye in a global context as well and this is opening up the floodgates for this new international flavour and feel in Indian advertising. Google Search had huge success with its story of two reunited friends across the Indo-Pak border and Indians lapped it up in spite of Google not being an Indian brand at all. The same strategy is being employed in reverse by Indian brands to create more audiences and newer markets for their products.

In line with this changing trend, advertising agencies are now focusing on getting the message across in innovative ways without turning to emotional triggers as was the call to action theme before!

Billboards are making their presence felt in mainstream advertising

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More and more advertising agencies are choosing to tell their brand stories through billboards which still have no equal when it comes to garnering consumer attention and eyeballs in equal measure! Take the case of the appropriate positioning of movie billboards near places where they were shot, especially those which talk of particular issues related to the areas in question. For top brands, these billboards are all about telling stories and communicating the brand message on a wider canvas to the masses.

As can be seen nowadays, advertisers are making use of big hoardings and billboards to create a commanding presence for products and brands. A whole new process and approach has been born out of the recent restrictions imposed by the Mumbai municipality with regard to conjoining billboards. Billboards have now been confined to specific sizes by the municipality and this rule is being tapped positively for better brand positioning by agencies. Many advertisers are choosing to tell a comprehensive brand story and deliver a message spread throughout two or three billboards placed adjacent to each other. Often, advertisers make use of multiple devices like text and visuals as foils on multiple billboards.

Many brands like Apex Home Appliances, Axe deodorants, Millionaire apparel, Birla Sun Life, Lakme, Poonam Soni’s jewellery brand and many others have made use of hoarding clusters to draw unlimited attention on streets and roadways crowded with billboards and hoardings. Advertisers usually prefer to create a particular hub across multiple hoardings at one particular area, ideally a place where traffic movement is slowed down to the maximum according to industry experts and professionals. Many agencies make use of split billboards nowadays as well where one half conveys the visual message and the other contains the necessary information for the customer.

Outdoor advertising revenues have been hit hard by the global economic depression but experts feel that the sector should bounce back with innovative measures like the ones mentioned above. Alongside, occupancy rates are on the wane for outdoor advertising and this helps advertisers pick up clusters together without any hassles. There are discounts provided on the basis of multiple billboards commissioned owing to the falling rates in today’s times. Billboard advertising is making its presence felt in mainstream strategies of brands and how! There are even brand marketing messages now tailored around them.

Digital advertising markets are slated to be the next big thing

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Digital advertising is growing at a staggering pace in recent times. The entire industry has been abuzz with the new found relevance and convenience offered by digital platforms. This has caused a steady change in the advertising industry and key players are following suit to jump onto this lucrative bandwagon. As per industry estimates, the market for online advertising in India will cross INR 3, 575 crores and counting by March 2015 and advertising expenditure on mobile and digital platforms is increasing by a whopping 43%! This has set the cat amongst the pigeons in the industry and is supremely indicative of evolved consumer behaviour and preferences.

The overall growth rate of digital advertising is being pegged at 30 percent annually which is staggering by all means. As per industry estimates, the sector was worth around INR 2, 750 crores by March 2014 and this has been seconded by industry reports and statistics published by leading advertising associations and organizations. The biggest contributors to the entire digital advertisement spending pie are display and search which constitute 29 and 38 percent respectively as per reports. This has caused a rethink on strategies usually employed by top advertising and media agencies. Advertising trends are forever in a state of flux, something that is both chaotic and disruptive if not handled right.

Alongside, Search spends came down to about 30 percent soon after for total digital advertising expenditure. Search still provides a whopping INR 825 crores of overall revenue for the market. Alongside, it is being predicted that digital advertising spend will increase on videos, email and mobile advertisements which will eat into Search shares in turn. Social media accounts for about 13% of overall advertising spend digitally and this is growing rapidly to about INR 440 crores in March 2014.

Expenditure on video advertising has grown by a decent 51 percent to touch INR 303 crores while email advertising has now become an INR 88 crore market. This should be growing to the tune of 56% soon and will hold a decent 12% of all digital advertisements put out by brands. The biggest verticals driving the digital advertising boom are e-commerce, FMCG & consumer durables and telecom and this trend is set to continue in the near future.

Recent trends in the Indian advertising industry and their impact

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21^st century India has witnessed a gigantic customer revolution. The economy has scaled up to a staggering $2 trillion from a mere $422 billion back in 2001. Per capita incomes are on the rise along with the Gross Domestic Product or GDP. Some consumption segments have managed to hold on to their high billing including mobile phones, subscriptions and also cars. Indian advertising has naturally transformed itself to match the changing needs and demands of the newly emancipated population.

According to advertising experts, the landscape has shifted considerably as compared to the earlier decade and even the last few years. Service oriented sectors have grown as opposed to the slump in the manufacturing and production sector. This has impacted advertising immensely. Services now dominate both the print and television advertising categories and this is one of the biggest trends in the sector in recent times. Television has heralded its dominance over all other media platforms when it comes to advertising. According to industry statistics, television holds the lion’s share of advertising expenditure which is more than 40% while digital media is also rapidly expanding its footprints and will soon move into double digits.

Print media expenditure has gone down considerably and stands at less than the coveted 40% mark as per recent reports and statistics. Television is increasingly being used as a prime advertising platform by nationally acclaimed companies and organizations while print is the marketing weapon of choice for local and regional players. Alongside, advertising has witnessed the interdependence of media platforms where they often work complementary to each other to get the message across. This is another new development which is being tapped by agencies for their campaigns and marketing blueprints.

Soft drink companies still advertise hugely in their bid to outdo each other and this translates into fantastic advertising. Alongside, other duels have emerged between telecommunication companies and mobile phone companies as well. The Samsung and Nokia or Vodafone and Airtel battles are the stuff of modern day advertising legend. The telecom industry has taken up a huge space as far as advertising is concerned. Alongside, FMCG sectors are having a field day when it comes to occupying advertising space and consumer mind spaces. FMCG players are investing heavily in television advertising in recent times while consumer durables sectors are witnessing a quiet exit from the advertising space.

Digital media is slated to be the next big thing in advertising and may soon overtake print as reinforcement to television advertising.

What every agency must possess in order to attract big clients

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Every agency must possess particular attitudes and skills for drawing big business by way of campaigns and projects. Some of these attributes include project management skills, proper goal oriented focus and multi-domain expertise. These attributes are covered extensively below:

Agencies should always possess sound project management skills:
Good project management skills always impress clients exceedingly. Expertise in this area is highly coveted when big ticket companies look for an advertising agency. Sometimes, agencies only concentrate on the design and creative aspects of the job. Companies are left with only an attractive creative template which is a raw deal in itself as execution and implementation aspects remain sorely missing. A clear message and philosophy should be working behind each and every activity of an advertising agency. Agencies should be able to work in collaboration with their clients on a regular basis and delve deep into company vision, mission, objectives and goals while working on campaigns.

The agency should have excellent communication skills and a seasoned team taking care of projects. Client handling is a skill which goes a long way towards keeping relationships fruitful and productive at all times. An agency should be able to draw up a specific timeline with regard to project delivery and the resources required for the same. Campaign management and coordination with the parent company require experienced professionals with a tireless commitment towards success of the same.

Agencies should focus on results that are measurable:
Advertising agencies should endeavor to provide proper benchmarks, metrics, figures, analytics, statistics and objectives with regard to the results of their campaigns and the responses to the same. A proper agency partner will always look to measure and quantify each step in the brand building process.

This helps both companies and agencies stay on track with regard to chalking out the best course of action at all junctures of the project in question. Big ticket clients always look for proper statistics and objectives underlined in reference to the same. Vague representations of targets and results will drive companies away from any agency. This is something that agencies must inculcate into their professional methodologies to earn big business.

Agencies should possess thorough understanding of multiple media platforms:
All good agencies should be able to delineate the expectations and strategies for each separate domain. There should be in-house team leaders and experts for each division, namely television, radio, magazines, newspapers, the Internet and hoardings or billboards.

Must-have attributes of a good advertising agency in India

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Marketing is often neglected by companies and organizations that remain busy in their tryst to ramp up sales, managing sales teams and acting on business leads. In today’s competitive market, marketing and advertising occupies a lot of importance. Building your own brand identity is of paramount importance. A good advertising agency can help you accomplish this task with a little effort and oodles of creativity. However, making the right choice may be a trying task. There are some characteristics, however, which must be possessed by any advertising agency worth its salt. These are listed below:

A good agency always possesses comprehensive brand marketing solutions for customers
Advertising agencies with experience in the field know the importance of offering comprehensively tailored brand marketing and building solutions to their client base. A good agency will always want to learn about the basics of a company and what makes it tick before venturing to plan and design an advertising and promotional strategy. A good agency will always have campaign capabilities across multiple media platforms and hubs. A good agency will possess expertise in design, copywriting, online media, print media, television campaigns, email marketing, blogging and public relations among other activities. A power packed advertising agency will always have enough horsepower to go the whole hog for esteemed clients and brands.

Top class advertising agencies are always a storehouse of innovation, creativity and new ideas
You will be able to distinguish the good from the bad through a parameter like this. With a good agency, there is always a shift in perspective to radical, often shockingly innovative zones. Good agencies thrive on out of the box thinking and not simple rehashing of tried and tested concepts. This is something that is visible immediately in all presentations and discourses offered to clients. A skilled creative team must be present at any reputed agency and is the backbone of any organization in this sector.

A competent agency always has clearly defined work methodologies and processes
Building a brand is possible in recent times with the endless options in store for companies. However, a competent advertising agency will always have a research and homework oriented approach which again, is also clearly visible at the very outset. There must be a proper marketing and promotional process developed at the agency. A good agency will always have its own innovative work process that has delivered results in the past.

Importance of online promotion for your business

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Promoting one’s business is one of the main aspects of increasing revenue and volume of sales. Large companies invest a lot of money in the promotion of their brands and products through media such as television, print ad campaigns, radio announcements and online methods. Of all the mass media available today, online promotions seem to be most effective as practically everybody in the age bracket of 6 to 60 accesses the internet today. Moreover, there are various methods through which promotions for a particular product can be done.

If you have a business and are thinking of signing up for a promotion campaign online, don’t hesitate to do so. There are a number of media of promotion that you can capture if you choose to promote your products on the internet. For example, you can capture the attention of people through vlogs and video clippings published on YouTube; grab the opportunity of word of mouth by putting up lucrative deals and products on Facebook, Twitter, Google+, Instagram and much more. Analysts estimate that more than Facebook and Twitter, the medium of promotion in the coming 2-3 years would be Instagram, Google+ and Pinterest. Blogging is also a good way of promoting one’s own products by showcasing their features the way you want your audience to perceive your brand.

You can also optimize your website with search engine optimization techniques through the introduction of keywords and meaningful articles which would attract the attention of people to your field. Many companies publish articles, video seminars and whitepapers online in order to generate interest among people. Promoting your business online would prove to be more effective than signing up for a radio or television campaign. A lot of people have given up listening to the radio or watching television but they have not given up on surfing the internet.

You can always offload the job of promoting your products online to a professional ad agency that would know exactly how to brand your products. The highlights of your goods along with the aspects that are most people friendly would be put forth through ad campaigns released by professional agencies. It would bring in results faster than you doing the promotion all by yourself.

How to go about building your brand?

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Among thousands of products and services available in your domain, standing out may be a daunting task. Getting your own band of loyal followers may not only take time but also a lot of effort. It is no wonder that companies spend thousands of dollars in promoting their brands from time to time and maintaining their public image. The goodwill of a company is very important in bringing in new customers and also retaining the old ones. For example, whenever an Apple product is launched in the market, there is a mad dash to pre-book the item. This has been possible solely because of the brand image that Apple has built for itself.

Building a brand image depends a lot on understanding your customer and audience. Developing a product that a large number of people would require and identify with is the biggest challenge in brand building. Once you have overcome that hurdle, you need to come up with the features or points that would appear most salient to a potential customer. Bringing forth those salient features is a part of brand building. After promoting your products extensively in the market, you need to work towards retaining your customers by offering good aftersales support and service. From time to time, you need to gather feedback from your customers about what they feel about your product, what they think should be introduced or eliminated from your product or what more should you do in order to retain your customers. You would have to then alter and rework your goods according to public consensus.

Therefore, brand building is not only about advertising your products but also building a relationship that would last a lifetime. Having faith in your own goods is the biggest part of selling them. If you seem unsure of your products or services, then your consumers would take the hint and stay away from your products. Be sure of what you are offering and convince people about it. In reaching out to people, promotions would play a key role. Handing over the job of promoting your products to a professional advertising agency would do you a lot of good as they would know exactly how to package your product in order to make it look appealing to a large number of people.

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Tag Archives: creative advertising agency

How Online Advertising Can Boost Your Sales

Why are more advertising agencies taking to target based advertisements?

Indian advertising is going global with elan

Billboards are making their presence felt in mainstream advertising

Digital advertising markets are slated to be the next big thing

Recent trends in the Indian advertising industry and their impact

What every agency must possess in order to attract big clients

Must-have attributes of a good advertising agency in India

Importance of online promotion for your business

How to go about building your brand?