How Digital Advertising Persuades Consumers
Persuasion, as Matthew Arnold once said, is the only true intellectual process – Sir Arthur Quiller-Couch
Posted: May 11, 2018
A video, a couple of photos, or a simple post gets online. In a few hours that it gets engagements from the netizens, it becomes viral. The next day, it’s instantly phenomenal and people will more likely visit your page, again and again, watching out for more.
Imagine what could happen to your brand if you are included in a viral post. People will start swarming to try out what you have to offer. This is how powerful the online world can get.
Nobody can deny that most consumers want to be online. Many would say that television is still the top advertising platform, especially when we talk about the degree of credibility, appealing to almost all classes and different ages. But as the time changes, the way we advertise evolves and we adapt in the most innovative and creative way possible.
But have you ever wondered how does it actually work? How does Digital Advertising persuade its consumers?
As Vangie Beal said in an article, digital advertising is also called ‘internet advertising’ and it’s when businesses leverage internet technologies to deliver promotional advertisements to consumers. In a nutshell, the very essence of advertising remains but in a modern and innovative twist. Usual venues for media placement would include the traditional ones such as newspapers, radio, broadcast television, cable television and outdoor billboards.
Now, when you get a good understanding of the World Wide Web with a content made out of creativity and innovation for advertising, you just got yourself the formula to persuade your target consumers.
Examples of the most successful ones here in the Philippines is always the content of airline companies such as AirAsia and Cebu Pacific. A takeaway from how they advertise is giving the consumers their prices especially when they go on seat sales, because you’ll see the prices of their offers outright upon seeing the post itself. In a blog by EmergeLocal, it says that “one of the biggest sources of persuasion comes from the price itself” because it reflects how the brand can be trusted. Also, adding a “sense of urgency” through words like “Book NOW until Sunday” makes the people engage in hype.
Cebu Pacific, on the other hand, makes use of the image carousel effectively. As EmergeLocal says, it’s “increasing awareness for all of them at once” plus their seat sale teasers that really spawn curiosity and excitement. Notice that people start tagging their friends, commenting and sharing when you give them something to watch out for.
Aside from this, brands like Ford show the best offers immediately, which is also very effective because consumers tend to have a very short attention span.
And yet, despite all these strategies, what matters the most is your content. Sometimes, even the simplest words already make an impact! Also, putting yourself in your consumers’ shoes helps you to understand what they want. Catch them through stunning visuals that will generate excitement and you’re good to go.