Marketing is getting more and more sophisticated as firms realise the outstanding potential of a great campaign to prompt consumers to make a purchase; however, as adverts become cleverer and technologies create ever-more sophisticated mechanisms for attracting consumers and generating sales, is it possible that retailers are forgetting the fundamental point behind these elegant adverts?
Losing the message among sophisticated settings
Think about the last piece of outstanding marketing you experienced. The chances are that it had a new way of engaging your attention and an innovative way of placing the brand and product at the forefront of your mind. This is the beauty of today’s marketing – firms are being more creative in the challenging quest to gain the top spot in consumer trends.
When you consider this same marketing, did it make you rush out to buy the product being advertised or simply appreciate the craftsmanship of the marketing vehicle being used?
The missing piece of marketing
In the rush to break new ground in advertising, businesses may be at risk of losing the most fundamental point of their innovative message: the sale. Any advert that does not lead to increased sales has ultimately failed in its purpose.
A sale cannot be made without a call to action. This can come in many forms, but the ultimate purpose is to get you, the customer, to sit up and purchase. Whether consumers react by going online and checking out the product being advertised or walking into the nearest store and making a purchase, it is a sound and effective call to action that makes this happen.
Think about Nike and its Just Do It campaign, which bluntly encourages purchases at the culmination of each advert.
Every ‘click here’, ‘buy now’, ‘subscribe’ or ‘read more’ prompt you see created for web design in Belfast by agencies such as http://www.rycomarketing.co.uk/web-design.html is not only a friendly invitation but also the absolute core purpose of the message. Without this, an advert is simply a garnish at the end of a costly marketing campaign.
No matter how engaging, innovative or creative an advertising campaign may be in cementing brand recognition or making consumers warm to the brand, it has failed unless they are prompted to purchase at the close.