Digital has changed Us? Maybe not as much as we thought!

So you want more customers from the Ads that you have run for a while now. But you are not able to, and you are frustrated by this.

Haven't we all been there at one time or the other. Sometimes running an ad is not enough sometimes promoting at higher bids is not enough and we just have lost a lot of money and we are not any further than we were yesterday.

A lot of Ads are run on what we call is a basic intuition. And why should they not be? After all the Advert creation is a creative field. The Ads should always provide a feeling of likeability, Something that the user will remember and tell their friends about.

But David Ogilvy disagrees with this. Well you might say he is a pioneer and has successfully created campaigns for Rolls Royce and Mercedes but the time has changed and now the digital age has arrived. His principles need a really big upgrading.

Here comes the caveat, "Humans are the same", In the white sands of New Mexico we have a proof, the footprints of children appearing and disappearing in the lines of footprints of their family shows that children were the same back then and now. They want to walk for a while then be carried and so on.

So why should we change the way we approach to advertisement which appeals to the basic human nature of inadequacy. Humans have always searched for ways to satiate their unsatisfied needs and have approached the fulfilment the same way.

I want to draw a parallel to the world in which Ogilvy lived and the world we live in. Advertisements then were intended to position the brand and increase the sales, they are still doing that. Customers used to disregard the information in the ads as exaggeration then and they are still disregarding the hard work that goes into creating them.

When we were younger, I remember when we used to watch Television, when the ads used to run in between our favorite daily soaps it always used to be on mute. It was our way of disregarding and the same is with digital ads as well.

Search for a bag and every app and website you go to you will American Tourister, Skybags and all the others who want a share of your attention irrespective of whether you are trying to find a solution to your pc issue or playing a game after a really long workday.

Advertisers nowadays have a really great weapon at their disposal know as data. They have figured out how the measurement will work for understanding which ad works and from where conversions are coming from, but even that can't help you if the ad that has a million impressions has been put up on a wrong keyword and has a few conversions.

Our customers have been and are and will be human (hopefully) and approach for Ads to gain an effective advantage will always be to do a really simple thing well.

research has been an underappreciated field for advertisers and this has been continued for a long period of time and what we have developed into is a culture of quick fixes, can't see conversions run A/B testing, still not working, change the advert creatives, still not working develop different channel strategy, still the stubborn consumers won't come give discounts, they are coming once and not again, run remarketing campaigns.

After all this 2-minute Noodle Solution, a skid mark Strategy gets lucky and something works and that's of all the people that we know of, because those who didn't get "Lucky" got wiped out.

The point that I am trying to make is, "ASK", Please Ask.

Ask what your intended users want, go and inquire. Research about the consumers. the digital world has changed the way we communicate not the way we are. We still trust what our friends say, we still want to associate with brands that align with our values, we still want to feel good about ourselves.

That has not and will not change till we are marketing to human beings made up feelings logic and whole lot of complex thoughts. So what do we do to advertise effectively?

We ask.

With that I end this piece.

I thank you for taking time to read this piece and subscribing to the newsletter. I will bring more thought provoking pieces each week so that we figure out why some products sell and others don't, why some Ads after getting awards are trashed and other which are as dull as a rock create revenue streams which companies thrive on.

Stay tune for the next edition.

One last thing, I want to ask a simple question,

"Will you join me on this Journey of Figuring Out?"