Advertising, and its essence, reflects the society in which it is presented and developed. From the first print ads to the Today’s viral ads video, this ubiquitous tool has evolved along with the way people consume and interact with the world around them.
In this article, we will talk specifically about strategies in the field of advertising, be it advertising for brands or of any type, from its definition, through its benefits to clear examples, we will explain everything you need to know to identify which of them is the ideal when promoting your brand, product, service or event.
What are advertising strategies?
Advertising strategy is understood as those plans designed and structured with the aim of promoting, whether companies, products, services or events, to a specific audience. These strategies are a set of decisions and actions that work like a gear that works to achieve something, be it positioning, increase in sales, improve the perception of a brand or simply generate expectation. Its main components are:
- Message and value proposition
- Target audiences
- campaign objective
- broadcast channel
Each of these components play a different role in understanding how the advertising campaigns and their performance upon completion. It is very important to be clear about them and know how to identify them so that nothing goes unnoticed and gives rise to errors.
Advertising strategies are pillars because they provide the focus and structure necessary to achieve marketing objectives. Without a clear strategy, campaigns may lack direction and consistency, leading to ineffective results and wasted investment. How they are created to help brands meet their objectives, they bring a list of benefits, some of them are:
Increased visibility and brand awareness
An effective advertising strategy increases brand exposure to a broader audience. This helps build awareness and recognition among people, which in turn can contribute to greater trust and preference for the products or services offered.
Effective communication of the message
Strategies ensure that the brand’s key message is communicated clearly and compellingly. Essential part to transmit the values of the brand, the characteristics of the product or service and any special offer.
Differentiation from the competition
It allows to highlight the unique characteristics of the brand and its products. A well-defined Unique Selling Proposition (USP) helps to differentiate yourself from the competition and create a special place in the minds of consumers.
Advertising can stimulate demand for products or services, when it shows how the products can satisfy consumer needs or wants, it motivates people to consider and buy what is offered.
Increased sales and revenue
This is the most widespread benefit, when successful, a strategy can boost sales by attracting new customers and reminding existing ones about the brand and its offerings. This, in turn, has a direct impact on revenue and profitability.
Building trust and credibility
Constant and consistent advertising contributes to building a positive and trustworthy image of the brand in the minds of consumers.
Fostering customer loyalty
Once customers have a positive experience with a product or service, they are more likely to return. Thus cultivating long-term relationships with customers.
If the strategy is well segmented, it allows you to specifically target those most likely to be interested in what is offered. This helps avoid wasting resources on people who are not relevant to the brand.
Measurement and continuous improvement
A well-structured advertising strategy allows monitoring and measurement of results. This provides valuable insight into which tactics are working best and where adjustments can be made to improve future performance.
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Types of advertising strategies
Just as each brand has something that characterizes and differentiates it, so do the strategies. The separation of strategies into types is due to the fact that not all of them are executed in the same way, nor do they achieve the same thing or require the same resources. Here are 4 types of advertising strategies:
This type of advertising focuses on attracting customers to the product or service by creating a demand for it. This is achieved through promotion and marketing directed at end consumers.
Examples: Television ads, social media advertising, and content marketing designed to generate interest and demand for the product.
Push advertising involves “pushing” the product or service towards the customer. It is often done through the use of promotional techniques, such as discounts, special offers, and aggressive advertising. Push advertising focuses on generating immediate sales and persuading consumers to make impulse purchase decisions.
Examples: Eye-catching point-of-sale ads and direct mail campaigns.
Content advertising is based on the creation and promotion of relevant and valuable content for the target audience. This strategy seeks to attract and retain customers through the delivery of useful information, entertainment, or solutions to problems.
Examples of this include blogs, educational videos, infographics, and podcasts that provide value to consumers.
Consumer Based Advertising
It focuses on creating ads and messages specifically tailored to each individual’s preferences, behaviors, and demographics rather than a broad audience. It is based on data analysis and precise segmentation to increase the relevance of messages and, ultimately, improve the effectiveness of advertising.
Examples: Remarketing, advertising on social networks, personalized email marketing.
20 Examples of Advertising Strategies
Now that we have seen the types of strategies that exist in a simplified and general way, we will show you 20 examples of strategies:
Social Media Advertising
Social media advertising involves promoting products, services, or content on social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and more. These ads can be in different formats, such as images, videos, or sponsored posts, and are targeted to specific audiences based on their demographics, interests, and online behaviors.
Coca-Cola’s “Share a Coke” campaign is one example. The brand created Coca-Cola bottles with popular personal names and encouraged people to share photos using the #ShareACoke hashtag on social media. This campaign engaged consumers and spawned a lot of user-generated content online.
Streaming advertising refers to the insertion of advertisements on live or on-demand streaming platforms. companies like Streamion allows you to advertise what you want simultaneously while someone streams as well as add advertising to your streams. This way you get the value proposition across to a group of people while they are enjoying their entertainment and they are more likely to associate the brand with the affinity they already feel for the person they are consuming content from.
While a streamer who makes video game content, a development company advertises its new console or some update.
Content marketing involves the creation and distribution of valuable, relevant and engaging content for the purpose of attracting, informing and retaining a specific audience. Content can be in the form of blogs, videos, infographics, podcasts, ebooks, and more.
DIY brand Home Depot creates video tutorials on home improvement projects and shares them on its website and social media channels. These tutorials provide value to consumers and demonstrate Home Depot’s knowledge of the home improvement arena.
Search Advertising (SEM)
Search advertising, also known as Search Engine Marketing (SEM), involves creating ads that appear in the search results of engines like Google. Ads are shown when users search for specific keywords and can be targeted based on location and other factors.
The shoe brand Nike can launch a SEM campaign that shows ads when users search for “running shoes” on Google. The ads will take users to a page where they can view Nike shoe models and make a purchase.
Display advertising refers to the placement of display ads on websites, blogs, and other online platforms. These ads can be banner ads, video ads, or animated images.
A fashion company like H&M might create display ads that feature images of their latest clothing collection. These ads can be placed on fashion and lifestyle websites to reach a fashion-conscious audience.
Email marketing is sending emails to a list of subscribers for the purpose of promoting products, sharing relevant content, offering discounts, etc. This form of advertising has grown a lot in the last 2 years due to the closeness it generates and that it reaches the potential customer at times when they are not necessarily doing an active search.
Amazon usually sends promotions, discounts and news to those who have a user created on its website frequently.
Influencer marketing is collaborating with influencers on social media and other online platforms to promote products, services, or content. Influencers have an engaged fan base and trust their recommendations.
The fashion brand Adidas collaborated with soccer player Lionel Messi to promote his line of sports shoes. Messi shared photos and videos on his social networks wearing Adidas products during his training sessions and matches, which generated great exposure for the brand.
Online video advertising
Online video advertising is done by promoting ads on online video platforms like YouTube, Vimeo, and social media. Ads can be pre-roll (before the video), mid-roll (in the middle of the video), or post-roll (after the video).
Bud Light’s “Dilly Dilly” campaign is one example. The brand created a series of humorous video ads that were shared online and went viral.
Native advertising integrates naturally with the surrounding content of a platform, adapting to the format and style of the content, making it less intrusive and more engaging for users.
The New York Times implemented native advertising on its website in the form of sponsored articles. A campaign for fashion label Burberry featured an article discussing the season’s fashion trends, integrating images and references to Burberry products in a manner consistent with the site’s content.
Sponsored Content Advertising
Sponsored content advertising requires creating valuable and relevant content that is endorsed by a brand. This content resembles editorial content and seeks to provide useful information while indirectly promoting the brand’s products.
The Mercedes-Benz automobile brand collaborated with Forbes magazine to create a series of articles exploring innovation in the automotive industry and vehicle technology.
Programmatic advertising uses automated technology to buy and display ads in real time, relies on data and algorithms to deliver ads to targeted audiences.
A travel company can use programmatic advertising to show vacation package ads to users who have recently searched for travel destinations online.
Outdoor advertising is the most “traditional” since it is the placement of advertisements in outdoor public spaces, such as billboards, signs at bus stops and advertisements on buildings.
The car brand Audi could place a billboard on a busy avenue in the city to promote its new model of electric car.
Event advertising focuses on promoting specific events, such as conferences, trade shows, concerts, and more, with the goal of attracting an audience and increasing attendance.
The Coachella music festival uses social media advertising and online promotion to attract music fans. They post videos, teasers, artist announcements, and behind-the-scenes content to generate interest and sell tickets.
Comparison advertising seeks to highlight the differences or advantages of a product or service in relation to competitors. You can focus on price, quality, features, or any other factor that sets the advertised product apart.
Apple’s “Get a Mac” campaign is a classic example. The company created a series of ads in which two characters, one representing a Mac and the other a PC, discussed the advantages of using a Mac computer. These ads emphasized the simplicity, security, and speed of Macs compared to PCs.
Testimonial advertising uses positive reviews from satisfied customers to support the credibility and quality of a product or service. Online stores often use this method by placing reviews of their products below them.
Chevrolet’s “Real People, Not Actors” campaign featured videos of real people sharing their thoughts on Chevrolet vehicles.
Social benefits advertising
Social benefit advertising highlights how the use of a product or service contributes to society, the environment, or social causes.
The “Dove Real Beauty Sketches” campaign is one example. Dove created a video in which women describe their appearance to a forensic artist, and then compare those descriptions with other people’s descriptions. All this alluded to the theme of self-esteem and self-esteem that is always so discussed, especially among women, creating a word of mouth through the promotion of a social debate.
Live event advertising
Live event advertising focuses on promoting events that are broadcast in real time, such as conferences, concerts or product launches, in order to attract an online audience that participates in the event in real time.
Fashion brand Burberry broadcast their fashion show live during London Fashion Week. The campaign included social media promotion and collaboration with influencers to engage an online audience and generate interest in the live event.
Advertising in mobile applications
Mobile app advertising is the insertion of ads within apps used on mobile devices, such as banners, interstitial videos, or native ads. Similar to the method of advertising on streaming platforms such as Streamion, it allows the promotion of the product or services simultaneously with the consumer’s entertainment.
A headset company can use Streamion’s services to play their ad simultaneously with the stream of a person playing video games, whether or not they’re actually using them.
Public relations publicity
Public relations advertising focuses on enhancing a brand’s public image through media coverage and press relations.
Coca-Cola’s “Share a Coke” campaign is once again an example. The brand generated media coverage and public engagement by customizing bottle labels with popular names and encouraging people to share their experiences on social media.
Augmented reality and virtual reality advertising
Augmented reality and virtual reality advertising use these technologies to create immersive and engaging experiences that allow users to interact with products or services in new and exciting ways.
Makeup brand Sephora has launched an augmented reality tool on its mobile app that allows users to try on different makeup products virtually on their own image.
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In conclusion, advertising strategies play a fundamental role in the effective promotion of products, services, events or brands in today’s market. The dizzying advancement of technology alters from one day to the next how we consume information, how we search for it and our purchasing habits. Businesses must adapt and use a smart mix of advertising approaches to reach and engage their audience.
From advertising on social media to promotion on streaming platforms, the possibilities are vast and exciting. Creativity and authenticity have become a bargaining chip in a world saturated with stimuli. Selecting the communication channel and understanding the target audience in depth is the key.
Ultimately, it is imperative to remember that there is no one-size-fits-all approach. Advertising strategies must be flexible and adapt to the specific needs of each brand and market.