Advertising: How to Incorporate It into Your Marketing Strategy

Is anyone else frustrated by the incessant flood of low-quality ads on YouTube and social media?

Every scroll and YouTube video is interrupted by people reading cookie-cutter scripts promoting offers or courses with zero connection to the viewer's needs. These ads fail to resonate because they lack creativity, and show little understanding of their buyer's journey.

When done right, advertising is a powerful tool that requires creativity, a strong grasp of marketing psychology, and seamless integration into your overall strategy. In a data-driven world, where businesses have access to more user insights than ever, advertisers need to show more respect to target audiences by paying more attention to their customer’s journey to engage meaningfully.

Advertising Trends Every Business Should Understand:

In our increasingly digital economy, certain media trends have become essential for staying competitive even for very small local businesses. Here are some core advertising methods every brand should consider:

• Social media Ads - Reach diverse audiences on Facebook, Instagram, LinkedIn, TikTok, X, etc.
• Sponsored Content - Boost credibility with influencer marketing and brand mentions.
• SMS advertising - Deliver short, compelling messages that drive high conversion rates.
• Email advertising - Engage customers with detailed, personalized information.
• Push notifications advertising - Personalized ads to capture user attention in real time.
• Native Ads - Use highly converting seamless editorial ads.
• Search Engine Marketing (SEM) Ads - Leverage PPC, Google Ads, and YouTube video ads.
• AI integration - Streamline processes with AI-generated content, personalized emails, etc.

When Should You Advertise?

Advertising can be a significant investment, especially compared to cost-effective strategies like content marketing, event marketing, or public relations. Larger companies may advertise year-round, guided by their expansive budgets and marketing goals. However, smaller and medium-sized enterprises need to be more strategic with their timing.

Regardless of budget size, the key to a successful ad campaign lies in defining its objectives. Generally, there are two primary goals – building brand awareness or driving a specific action. Understanding this will inform the choice of medium, platform, ad format, and messaging ensuring efforts align with desired outcomes.

Advertising for Building Brand Awareness

Brand awareness is the starting point for any advertising strategy, where the goal is to introduce your brand to an audience unfamiliar with your offerings and spark their interest by presenting a solution to their problem. At this stage of the buyer’s journey, focusing on building awareness and visibility is what matters - creating a memorable impression that places you top of mind when they eventually need your product or service.

For new businesses or those seeking to expand their reach, crafting ad campaigns with simple calls to action (CTAs) to visit a physical location, go to a website, or call a number can effectively capture the attention and intrigue the target audience to learn more.

Advertising for Driving A Specific Action

Ads designed to drive specific actions should include a clear and compelling Call to Action (CTA) that motivates the audience to act immediately. These ads often leverage psychological triggers such as scarcity, urgency, excitement, and exclusive deals to prompt fast responses.

The assumption is that your target audience is already familiar with your business, offer, or brand, or the platform they are interacting with is highly relevant to their needs. This audience is further along their buyer's journey. These ads are most effective for promoting events, sales, seasonal campaigns, launches, announcements, etc.

Best Advertising Strategies for Local and Global Audiences

For Local Audiences - whether it's to drive sales, seasonal offers, product launches, or increase brand awareness, businesses can utilize these tactics:

• Sponsored Content – Collaborating with local influencers and media outlets.
• SEM Advertising – Target local keywords with pay-per-click (PPC) and display ads.
• Broadcast Advertising – radio and TV ads to connect with local audiences.
• Print Advertising – local magazines, newspapers, and posters to highlight local offerings.
• Out-of-Home (OOH) Advertising – Use billboards and transit ads in high-traffic areas.
• Direct Mail – Send personalized offers directly to local households.
• Social Media Ads – Engage local users on their preferred platforms.

For Broader, Global Audiences - whether for lead generation, brand awareness, or global expansion, businesses can expand their reach using these tactics:

• Flexible Global Marketing Strategies – a mix of standardization and localization tactics.
• SEM Advertising – Use PPC, Google AdWords, and YouTube ads to reach global markets.
• Podcast Advertising – Reach international listeners with niche-specific podcast ads.
• Sponsored Content – Partner with global influencers and international publishers.
• Social Media Ads – Create diverse, segmented campaigns for international audiences.

Conclusion:

Advertising serves two primary purposes: building brand awareness and driving specific actions. Both require a strategic, creative approach integrated into your overall marketing plan. As the digital landscape continues to evolve, businesses must respect target audiences by better understanding their buyer's journey and using data-driven insights to craft advertising messages that resonate well.

Incorporating advertising into your marketing strategy isn’t just about pushing offers or products. It's about engaging your audience meaningfully and creating memorable experiences that drive real business growth.

If you need help crafting an effective advertising strategy or streamlining and optimizing your current advertising efforts, contact PENEDIT Marketing here.

About the Author

Gloria I. N. is the lead marketing consultant at PENEDIT Marketing, dedicated to elevating brands through strategic communications and marketing tactics that generate positive publicity and business growth. She is also the publisher of PENEDIT Magazine, a distinguished platform for African and global thought leaders to explore socio-political affairs, philosophy, business, and innovation.

Learn more about her remote packages at www.peneditmarketing.com