It is easy to presume for everyone nowadays that they know the first thing about advertising. After so many years of being invaded by publicity everywhere we turn, we know the sales pitch, we can see a mile away what the product is about and whether or not it satisfies our needs. Since everything has more or less been done or said before the customer is now educated and therefore very hard to impress and surprise. And thanks to Mad Men, the customer has now a bit of background information about the business of advertising as well.
Adverts are history. Nobody watches an advert and says “hey, I really wonder if that product is what I’m looking for!” anymore. Sure, ads are still part of a selling campaign, but the tactic has begun to change. It’s no longer about the art of presenting a new product to the market, it’s about who is supporting that product. Big brands like Virgin, Gillette, Volkswagen and many others have asked the help of celebrities to advertise for their brand in order to push their sales forward. People nowadays are too distracted by their own busy life to stop to look at an ad and reflect on it. If they want something they would simply go online and look for what they want.
Big brands have begun to tailor their ads to fit in with the modern man. Google has been for a few years now the go-to place to find everything one needs. Like a town’s elderly, what Google says goes. As a result, business owners need to get their website, which advertises for their business, ranking as high as possible in the Google result pages. And that’s not all. To get that high ranking, a website has to have an impeccable content describing the business, advertising for it and offering information to the potential customer at the same time. Google gets the customer through the door, the website itself has to convince the customer to buy the product.
If anything, building a business website is making a sales pitch that doesn’t look like a sales pitch. And this sales pitch has to convince the google search engines first and foremost. They are operated by algorithms that process information in a very mathematical, yet secretive way. SEO experts are still trying to identify the exact factors that get one website to rank higher than another. They advise website content writers to think about the customers reading their content, and not about the crawlers that process the information in order to rank it on Google.
Target audience is always one to bear in mind when writing content for a website. Just like writing for an ad, only thinking at a larger scale. Content editing and web usability are all part of the SEO strategy of advertising. Online advertising has become much more popular than our traditional commercial viewing while watching TV. People nowadays spend much more time in front of their computers than watching TV, therefore businesses need to change their medium and tactic in order to have success and gain more customers.
Just like an ad on TV that prevents one from changing the channel, the website has to be appealing enough at first sight in order to prevent the web user from surfing away from the page. The website has to mirror the same values as the product the business is trying to sell. It has to have an appealing layout, it needs to be easy to browse through, be informative and focus on one thing, a page at a time. By offering the web user a good experience while visiting one’s website, one can be sure that the user will visit again that page and more often than not, become a regular customer, recommending the business to other people as well.