The era of advertising
Every entrepreneur knows how important it is for their company to be recognisable. How customers perceive a brand is often much more important than the products and services themselves. In the early days of advertising, all you had to do was place a short ad in the press or on television and wait for the profits to roll in, without worrying about the competition. Today, when the problem is not a lack but an excess of information, and the choice of products and services is difficult due to market saturation, people want authenticity. They are looking for a company that stands out, that will bring them benefits they cannot get from others. They are looking for a company that will be their partner.
The best does not always win
Let’s compare two situations:
A hotel located closest to the sea. Rooms with kitchenettes and a swimming pool open 24 hours a day. Meals served three times a day, not twice, and attractive prices mean that the customer should not hesitate for a moment. It is confronted by a hotel which, at first glance, does not have the qualities to win. However, it has one extremely important advantage – the ability to convey emotions. The customer learns about the hotel through the internet, which displays its website first. Then they see a video made with a drone showing the entire resort from a bird’s eye view. The website provides all the most important information, encourages the customer with graphics, and once the user is convinced of their decision, it makes it easy for them to choose with a convenient booking system. The customer’s distrust is completely eliminated by checking the hotel on social media. Regular posts and positive reviews encourage them to book a two-week stay. After the end of their stay, they add a positive review, recommend the hotel to their friends and become an advertiser themselves – an ambassador for our place.
What is more important than the product itself?
What makes the second hotel outsell the first is not its advantages, which are comparable to those of the first resort, but its ability to “show them off“. The combination of advertising on various platforms, such as social media, email campaigns and blogs, demonstrates the company’s consistency and classifies it as an expert in its field. Customers who feel the presence of the company treat it with trust, and it is often only a small step from trust to sales. If this were not the case, the largest companies would not spend millions on advertising, and the subject itself would not be discussed at universities or in hundreds of books.
Why advertise on the internet?
Because, according to forecasts, in 2018, revenue from online advertising will surpass that from television advertising. The internet allows you to personalise your audience much more accurately than television or print media. We can tailor messages to users with specific demographic characteristics and interests. We have the ability to remind users that they have already viewed our offer but have not made a purchase or consulted us – after all, we cannot be sure whether it was a conscious decision or a stimulus that temporarily distracted them from their computer. We can tailor online advertising to trends that emerge in the lives of specific target groups and marketing. We have many more advertising formats at our disposal than in the press, radio or television. What is more, the results of campaigns are easily measurable and subsequent promotional steps can be based on hard data, ensuring a greater chance of success and increasing the return on investment.
Isn’t a website enough for me?
In most cases, unfortunately not, because we still need customers who will visit that website. It all depends on the goal we want to achieve. A different solution will be appropriate for a website advertising an event next month, and another for a website creating translations. Websites should be created with a view to the purpose they are to serve – strengthening the image, collecting leads, promoting an event – each of these situations requires a different approach. A website is a showcase, but you still need to know to whom and how you should present it.
What do we do in all this?
The idea behind the creation of the ADream Group was to provide customers with everything they need to grow their business – in one place. We are a group of six specialised companies providing comprehensive marketing services, and our goal is to fulfil all the pillars of effective online business described above. We can say with a clear conscience that we are succeeding, as evidenced by the fact that over 70% of our clients come to us through recommendations.
