Table of Contents
- A Digital Context
- Shock Tactics in Advertising
- Scare Tactics: How and When to Use Them
- 12 Ways to Optimize Your Digital Marketing Strategy
- Customer Feedback and Sales
- Strategies to Increase Customer Reviews
- Key Takeaways
It has been over six decades since William Bernbach pointed out that it is suicidal to not be different in advertising. Today, the basic truth is that advertising, especially digital advertising, needs to stand out, or else the budget spent will simply not be worth it.
With customers now being bombarded with millions of ads, it is essential to use a targeted and relevant approach using Search Engine Marketing (SEM), so that your ads are not ignored and produce incredible results.
It is only when you get the right leads that sales conversions can take place; hence, SEO is the key to customer acquisition. Unlike traditional advertising, the success metrics for digital advertising are pretty straightforward, and you can immediately measure the RoI and take corrective actions as required on a real-time basis.
Tactical advertising is designed to create an immediate response to a promotion, offer, or event. It has to be done in a distinctive manner with a unique brand voice and extremely innovative ideas.
A Digital Context
Tactical ads are basically designed to evoke responses around key dates or situations. Normally, we would associate it with festivals that occur all around the year in the form of festive promotions and offers. But, now the scope has increased. So, if an IPL (Indian Premier League) team wins the tournament, the social media posts of various companies congratulating the team would become a part of tactical ads.
Shock Tactics in Advertising
While creating advertising campaigns, shock is an emotion that gets people to sit up and take notice of an ad. It is a disruptive strategy and always gets the desired eyeballs. But, the shock should be such that it is not taken offensively. The recent Cred ad featuring famous cricketer Kapil Dev as Bollywood actor Ranveer Singh can be taken as an example of generating shock in advertising. Here, Kapil Dev is wearing an outlandish attire normally associated with Ranveer Singh and moving around on the cricket field. He exudes the kind of energy one normally associates with Ranveer.
Social media was overawed by the stunning transformation of the former cricketer, and the ad went viral with countless memes adding to the buzz.
Scare Tactics: How and When to Use Them
Scare tactics have been around for a long time. With the advent of the pandemic, more advertisers are using scare tactics to promote sanitizers, disinfectants, immunity boosters, etc.
One of the best examples of scare tactics in advertising was used by Ceat Tyres in their television commercial when they used still shots of people carelessly crossing Indian roads. This brought out the key value of Ceat Tyres, i.e, the ability to grip roads tightly which helps in smooth braking.
12 Ways to Optimize Your Digital Marketing Strategy
1. Ad tactics using Facebook social media marketing
Without an iota of doubt, Facebook is the most widely used social media platform in the world today. When it comes to advertising using demographic data, it is simply unbeatable. Facebook has around 30% of the world’s population hooked onto its platform. It has already segregated its users according to its demographic data and consumer behavior. Facebook ads are a great way to build brand awareness and generate new demand for innovative products and services.
You can target three types of audiences using tactical Facebook Ads:
- Core audience: This is based on age, sex, occupation, education, interests and geography.
- Custom audience: These are previous consumers who have had positive experiences with your brand. They are kept updated about new launches, features and services for repeat sales.
- Lookalike audience: These are customers who have similar interests to your core audience. They are potential leads who are most likely to result in sales conversions.
Here is an example of a facebook tactical communication by Indian Oil. On the occasion of BhaiDooj, they asked sisters to gift their brothers an e-Fuel gift voucher. They also attached the link to buy the voucher on the Facebook post.
2. Tactical ads using Instagram’s Call-To-Action strategy
Instagram has over a billion users globally. According to Instagram, 90% of its users follow at least one brand. Which makes it a great choice to target and acquire new customers.
What’s more, your brand can simply turn posts into ads. So, it’s a great way to feed users with content without the natural resistance they usually show towards commercial ads. On Instagram, links to landing pages are provided as CTR (Call-To-Action) and convert leads into sales.
Working with influencers is a great strategy for Instagram. You can work with them to create great video content, which can then be boosted as ads. Some influencers have millions of followers who are also potential customers.
Instagram has a unique ‘ads with explore’ option. Every user’s explore page is customized based on their interests. There are 200 million active users who visit the explore page on a daily basis. This option allows brands to have more meaningful connections with their users through more culturally relevant content.
Ads with product tags are another great innovation from Instagram. These boost visibility through tags and shoppability with direct links to landing pages.
These ads also target your existing customers and shopping lookalikes who have the same interests.
Kama Ayurveda recently created a visually appealing video ad for selling e-gift cards on Bhai Dooj on Instagram. They got thousands of views, comments, and likes and had great sales as well.
3. Promoted posts targeting professionals on LinkedIn
LinkedIn has over 600 million active users across the globe. Users on LinkedIn are mostly professional employees who use the site for business networking. This is a great place for B2B advertising.
LinkedIn has unique search criteria that is not found elsewhere. Here, you can target users based on specific job titles, job functions, and types of industry.
For example: if you are advertising a service related to employee training programs, then through LinkedIn you can target HRM (Human Resource Management) director-level employees of various companies. Lead generation ads can also achieve great results on LinkedIn. It also has message ads with CTAs (Call to Action) the effectiveness of which can be immediately measured.
Tata Motors put up an impactful LinkedIn post on Cancer Awareness Day. The post spoke about preventive measures to be taken to steer clear of cancer. The visual was of a road with signboards about things to remember for cancer prevention. In turn, this showcased Tata Motors’ image of a responsible automobile company as well.
4. Context-driven communication using Twitter
Twitter is a great platform for tactical ads as people use it to wish each other on festivals, express their opinions and build relationships. Twitter ads see a considerable increase in user engagements. On average, the click-through rates on Twitter ads are higher than on other social media platforms.
Twitter ads appear in the form of promoted tweets, which other users and followers can retweet to increase outreach. The entire account can be promoted as well, which will increase followers and thereby brand engagement. Twitter allows you to target users who are following a particular trend based on specific keywords. Video ads are very popular on Twitter, and you can promote in-stream video ads, which will play before the videos of Twitter video content partners such as news networks, sports networks, etc.
Here is an example of a tactical ad placed on Twitter by SBI on Diwali to promote digital security. It correlates safety issues related to bursting firecrackers with digital security.
5. Creative tactics in advertising using Pinterest
Pinterest is primarily a visual content-driven combination of a social media network and a search engine. Search engine optimized blogs on Pinterest receive clicks, impressions, and conversions through Google. With clear and high-quality images, you are sure to strike a chord with your users, called pinners.
Pinterest lets you showcase your brand, products, and services in a creative visual format. It is really unique in the sense that most of its users are women. The brands from industries like fashion, beauty, home decor, luxury goods, lifestyle, and furniture typically advertise on Pinterest.
Right now, promoted pins are available to target a few European countries and the North American region. But, Indian brands are amongst the most followed brands on Pinterest. It is essential to create a brand following on Pinterest and grow organically till the option of promoted pins comes to India.
Here is an example of a tactical pin from Livolla Granito who makes high-end porcelain tiles. This was to wish their followers on Dhanteras.
6. PPC (Pay Per Click) advertising tactics on YouTube
PPC is every marketer’s favorite tool because you have to pay only when someone clicks on an ad. The key benefit of advertising on YouTube is demographic targeting based on age, sex, location, parental status, etc. Your brand can reach audiences based on their interests. Customer re-engagement with users who have previously expressed interest in the company is possible.
YouTube also does a great Similar Audience Targeting to show your ads to users that have the same interests as the users who engage with your content regularly. It also has video remarketing options, whereby you can reach out to users who have interacted with your ads or videos in the past. Targeting Affinity Audiences is another unique option on YouTube, whereby your content is shown to users who have a keen affinity and interest in topics related to your business.
Here is a great example of an affinity audience tactical ad. When you go to watch a Sports Tak youtube video on the recently concluded T20 World Cup, you are shown a howzat ad, which is a fantasy sports gaming app. Both users have the same interests.
7. Sponsored augmented reality advertising on Snapchat
Snapchat has 218 million users between the age groups of 18-24 who share pictures and videos that disappear after a predefined time period. The platform has created an augmented reality technology that lets users embed brands within this content-sharing framework.
The platform does not create finished ads. Rather it distributes ad tasks through sponsored filters and lenses. These filters and lenses are made available to targeted users at a particular time and place. The users then use these filters to augment their selfies with brand paraphernalia.
These filters are usually embedded with digital make-up, which influences user engagements based on gender preferences. In this way, Snapchat has created a new-age digital advertising framework, in which users participate in the task of making ads. For example, augmented reality may show a company’s pizza in a selfie backdrop, giving it the opportunity to go viral.
An example of this is Nike, which already has a wide range of augmented reality filters for yoga, soccer, dance, surfing, etc. It also creates tactical augmented reality filters around sports events for the physically challenged, etc. Needless to say, the scope is endless.
8. Opportunity-based OTT advertising
With the emergence of OTT (Over The Top) advertising, brands are reaching consumers when they are watching their favorite content. It is a great platform to launch emotion-driven ads as the audience is tuned for consuming engrossing content.
The pandemic has seen a complete shift towards OTT since the safety of visiting cinemas is still shaky. OTT has ever-growing capabilities in terms of scale, marketing measurement, and data-driven targeting.
OTT advertising is a great option for newer brands that do not have the budget to invest in traditional advertising. OTT ads can be displayed on mobiles, laptops, tablets, smart TVs, gaming consoles, and streaming devices like Amazon Fire TV and Apple TV.
Here is an example of a tactical ad on the OTT platform Hotstar. It is a banner on top of the page informing viewers of 50 crores in winnings on the Dream 11 App on the day of the T20 World Cup semifinal between New Zealand and England.
9. On-demand in-app advertising
In-app ads provide better user engagement than mobile web ads. They are more attractive as they are scaled to fit mobile screens perfectly, unlike mobile web ads, which are compressed and can appear ungainly.
Location is a very important factor in delivering in-app ads. For example, if you are a runner between the age group of 18-24 and you are near a Footlocker store, you are likely to receive their ad when you are close to their store.
The main advantage of in-app ads that are targeted properly is that you have a captive audience. For example, if you are a fashion brand advertising on a lifestyle app, then your ads are most likely to be relevant to the user.
10. Digital advertising tactics – benefits of Google AdWords
Google AdWords is a digital marketing service offered by Google to advertisers with one simple goal: reach customers instantly.
When someone searches for a particular term, for example ‘flights from Mumbai to Goa’, Google will present a whole lot of options for you, but the top and bottom spaces are reserved for paid ads.
In addition to boosting conversions, clicks, and traffic, this is also a great way to improve brand awareness. When it comes to SEO rankings, the number of times people search for your brand name is a key factor taken into consideration, which is why search ads play a big role in improving Google search rankings.
11. Email advertising for captive audiences
Email marketing remains central to brand communication as it produces the highest RoI after PPC campaigns. As social media messages create clutter, email has again become a source of gaining a captive audience.
It has lower costs because you don’t need to pay anyone to transmit the email. The audience is also more relevant because they have subscribed to your email list and are interested in your content. Email targeting has also improved a lot, and now emails can be sent based on exact locations, interests, job professions, etc.
Integration of SEO and email marketing is crucial to lead conversion. When users who have searched for queries receive an email with attractive offers or discounts, they are more likely to convert to a sale.
Google has already integrated AdWords with Gmail ads. For advertisers with a small budget, Gmail ads are a great option.
One of the best advantages of Gmail ads is that you can remarket to visitors who visited a landing page but did not convert. For example, if you had searched for a Mumbai to Goa flight on the Make My Trip page, but you didn’t purchase a ticket, you would receive a follow-up on Gmail.
12. Webinar production: the future of digital marketing
A webinar is the ultimate creative tool to communicate with your consumers, clients, and associates. It signals that not only are you focused on selling your products and services, but you have the level of expertise to discuss all topics related to your industry. They signal that your brand is a thought leader in the industry.
They also provide long-term value as the event can be posted as on-demand content on your landing page, providing a continuing source of lead generation.
Customer Feedback and Sales
The customer is the king. Customers have to be satisfied with your products and services and their feedback is crucial to assess how well your products and services have met their demand. In case, their feedback is positive, then it means that you are on the right track.
But, if the feedback is negative, then you need to address their concerns in a constructive manner. It will show that you care about your customers’ expectations and are taking all the necessary steps to resolve their concerns.
In fact, negative feedback is a blessing in disguise. It enables you to gauge what is wrong with your offering so that you can fix it. This will improve sales conversion in a huge way.
Strategies to Increase Customer Reviews
Customer reviews, whether positive or negative should all be welcomed. Some negative reviews of a product give it an air of authenticity. Of course, you should address the concerns with the required product and service improvements.
Organic reviews are the best way to grow a business in an ethical manner. Biased and paid reviews are definitely harmful business practices. You can ask genuine customers who have bought your products and services to leave content-rich reviews, which will help other users make an informed decision.
Simply put, fakery will not cut it. You need analytics to understand customer sentiment around your products and services. Issues that they face need to be tackled with effective communication. Only when consumers are truly satisfied with your offerings will rave reviews start pouring in.
Tactical advertising has now become all the more prevalent in the age of social media. Marketers must be aware of all developing opportunities in various platforms to create tactical content that engages the user. Whether it’s sports, culture, entertainment, fashion, lifestyle, or current social issues, all of it presents a great opportunity for tactical advertising.
- Tactical advertising is widely prevalent in the digital space
- It is taking the form of promoted social media posts
- It is organised around festivals, sports events, etc
- It is a way to take advantage of emerging situations
- It delivers a high ROI and is a must-have digital marketing strategy
Organizing ads around events, festivals, and awards.
When the product or service is related to public health issues.
Every social media platform is unique and offers its own advantages. Decide which platform you want to use on the basis of what your customer uses the most.
Video format advertising offers a higher RoI.
The festive period is an ideal time.
You can use promoted posts on LinkedIn.