What are the 10 advertising strategies?

This strategy is the basis for manufacturing an effective brand image. Ferrier is a fan of “advertising in action”: influencing people by influencing actions rather than perceptions. Based on evidence that advertising is notoriously poor in direct persuasion, Ferrier describes 10 ways to influence actions. The underlying logic is that the easiest way to persuade someone is to allow them to persuade themselves, and this will happen quite naturally if you incite (push, encourage) people to act in a manner consistent with a desired behavior.

Why? Because we tend to align our perceptions with our actions to avoid the mental discomfort of cognitive dissonance. In other words, if you influence action, you influence perception. Internet marketing, or online marketing, combines web and email to advertise and drive e-commerce sales. Social media platforms can also be included to leverage the brand's presence and promote products and services.

In total, these efforts are typically used in conjunction with traditional advertising formats such as radio, television, and print. Repetition is an advertising technique that can be used at the micro or macro level. There may be repetitions in a single ad, in a single campaign, or in all marketing materials for a given brand. In this Valentine's Day Instagram post, Coca-Cola repeats its logo in several bottle-cap circles that combine to form a heart.

That's repetition at the micro level, within a single ad. Then there is repetition at the macro level. When you hear the brand name “McDonald's, can you immediately evoke the slogan? You might even be able to sing the jingle, “Ba-dah-ba-ba-ba-bah, I love it. The power of repetition relates to the concept of the Marketing Rule of Seven.

This well-known marketing principle states that most people need to interact with a brand seven times before buying. It's always good to take a look at examples of great marketing campaigns to help your creative juices flow. You may not have the same budget as these big brands, but many marketing strategies can be easily adapted to businesses of all sizes. So without further ado, let's look at 10 examples of great marketing strategies.

Today, Spotify is one of the world's best-known companies, but how did this Swedish brand conquer the world? There are many streaming music services, but what makes Spotify unique is its focus on helping users discover new content. Spotify breaks the mold of typical music streaming platforms and instead offers listeners a user experience. GoPro cameras are a favorite among adventures, adrenaline junkies and athletes because they manage to record content that was almost impossible to record with traditional cameras. Due to the nature of your product, GoPro can create spectacular content.

The Rainforest Alliance created an annual campaign called Follow the Frog. This can be adapted for B2B and B2C organizations that want to demonstrate their commitment to sustainability by incorporating the green frog seal into their products and sharing stories about their efforts to be greener. There are many possible advertising strategies, as each brand's situation, identity and goals are unique. To get an idea of the possibilities, let's take a look at how HubSpot ranks the top 4 types of advertising strategies.

This advertising strategy is more suitable for new products or services, as it seeks to make something known among consumers in order to position itself well and generate sales. The push strategy can use different channels, from traditional media to social ads. In many cases, it goes hand in hand with pricing strategies. For example, by offering cheaper launch prices to generate an initial critical mass of consumers, it is also common for push advertising to go hand in hand with content marketing, so that a new brand can establish its authority from the start and position itself as an expert in its industry.

Email marketing is an advertising strategy that has not lost its effectiveness over the years, but has been reinvented time and time again. According to some studies, the ROI of this channel is close to $40 for every dollar invested. In addition to its spectacular ROI, another great advantage of email marketing is that it can be adapted to all kinds of situations, brands and campaigns, from the first steps of lead generation to long-term loyalty. It is not surprising that it is one of the advertising strategies preferred by brands.

Paid advertising on search engines such as Google (SEM) consists of placing ads targeted to certain keywords. This way, when a user searches for a term related to your brand, your ad can appear in a prominent position among the results, SEM is one of the most popular advertising strategies in the digital environment, as it allows you to directly target users with a high purchase intent based on their searches. In addition, it is a very versatile strategy, as it allows you to reach very different audiences at different stages of the buying process. Influencer marketing is an advertising strategy that relies on the authority of users with a strong social media presence to promote a product or service to their followers.

Previously, there was a tendency to value the number of followers that a person had above all, and campaigns were created for the widest possible dissemination. Now the trend is to value the level of interaction more and look for experts in niches with smaller audiences (micro-influencers). Advertisers using this technique show that families or children who use their product are a happy and lucky family. Native advertising is a format that involves placing paid content in media that adapt in form and function to the environment in which it appears.

As with marketing, advertising also raises awareness; although the main objective is to influence buying behaviors. This is a clear and fabulously simple framework for thinking and advertising, based on sound psychology (motivation, ability and opportunity are indeed the main components of behavioral intent). In this technique, advertisers do not say that they are the best of the rest, but they do not deny either. Traditional advertising strategies, such as television and radio commercials and billboard advertising that target a wider audience, may continue to be useful.

Arnof-Fenn said the latter will be key to maximizing marketing and advertising opportunities through voice assistants such as Siri, Alexa and Google Assistant. Advertisers here only play with words by saying that their product works better, but they don't respond how much more than the competition. Loyalty programs are an advertising strategy that does not aim to acquire new customers, but to get existing customers to repeat their purchases frequently and even become brand ambassadors. Social media and online advertising platforms make it easy to track views and conversions, so take advantage of those tools.

This advertising strategy is typical of brands that are already known and are well positioned in the market. Word of mouth advertising is unpaid, organic, and so powerful because people who have good things to say about your product or service usually have nothing to gain more than sharing good news. Moreover, since the change of perception is only a means to an end, the end is behavior change (buy, buy more, buy for more), advertising in action guides advertising towards what really matters, action behavior change. An advertising strategy is part of the brand's marketing plan, so it must be aligned with the company's objectives.

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Patti Goldenman
Patti Goldenman

General bacon lover. Hipster-friendly travel guru. Proud bacon ninja. Incurable zombie trailblazer. Professional bacon fanatic.

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