Advertising is a marketing practice of presenting a promotional message to a target market audience. Modern technology allows companies to expand their reach within a target market audience in a way that traditional marketing practices would not make possible. The focal point of an advertising campaign is to present a promotional message that provides a benefit to a specific market segment or works to resolve a pressing issue that is currently troubling that market.
Advertising campaigns are traditionally site centric, which means the measurement benchmarks focus on how a website responds to a promotional message. In recent years, advertisers are starting to move towards a more user centric campaign approach. User centric advertising focuses on how a target market audience responds to a specific advertising campaign.
As the name implies, a site-centric advertising campaign takes a look at how well a website performs in regards to a particular promotional message. It looks at benchmarks such as page views, unique browser visitors and the time that a new user spends on a website as a result of coming into contact with a promotional message. Monitoring the website statistics is the responsibility of the website owner, not the marketing director that is handling the advertising campaign.
User-centric advertising focuses on a target market audience by monitoring how this group responds to a promotional advertising message. All of the advertising activity works to capture the attention of Internet users as opposed to website responses, as is the case with site-centric advertising. By taking a more human connection focus on advertising, marketing departments are receiving responses that help direct upcoming trends in regards to upcoming industry trends.
As advertising practices move towards encompassing what users have an interest in seeing, companies begin to understand the importance of providing products and services that provide a benefit or resolve a problem. By placing user response ahead of website performance, companies are able to achieve high levels of customer satisfaction. Every marketing action these companies take place consumer needs at the top of advertising priority lists.
The Human Truth Factor
User-centric advertising allows companies to focus on three primary human truths that allow them to look at consumers as people with thoughts and feelings instead of as a means to increase sales revenue. By focusing on these human truth factors, companies find tremendous value in taking a user-centric approach with their marketing practices.
- Consumers Want a Voice
The rise in social media popularity illustrates the importance of allowing consumers to have a voice. Every consumer has a story to tell and they seek out companies who will take the time to hear that story. A company may not be able to provide a benefit or a product or service that matches that story at the moment.
However, listening to the consumers voices provides a company with a starting point for making that happen. User-centric advertising can set the tone for how the company is listening to that story and taking the appropriate action.
- Consumers Want to Express Needs
Consumers are not shy about sharing information on products or services that they need and those that they simply want to add to their world. The internet is a great platform to make that happen. The social media channels are full of information that gives companies insight into what consumers need to receive to be happy. Each channel gives companies the ability to utilize algorithms to monitor customer responses to new products, services and industry trends.
Those companies can then take that information and create user-centric advertising campaigns that work to give consumers what they need. As a result, consumers appreciate companies taking the time to meet their needs and work to make those needs a reality.
- Consumers Want Convenience
Consumers are constantly on the go, moving through their day trying to finish everything before the day comes to an end. That means their smartphones, tablets and other relevant electronic devices are never out of reach. Companies need to create technology based advertising campaigns to ensure that their target market audiences come in contact with user-centric messages. These advertisements need to be easy-to-read on various mobile devices and work with consumers who are continuously on the move.
Taking a user-centric approach to advertising campaigns works to make this happen. It allows companies to take promotional messages to where consumers are at, without interrupting their day or making them take extra actions to respond to those advertisements.
Engaging in site-centric advertising practices place the focus on website performance and results in a company overlooking the needs of its customer base. Website performance provides limited details in how well a market segment is responding to a promotional message. Consumers may visit a website only to leave without taking any further action with a company. User-centric advertising, on the other hand, places consumers at the center of the marketing functions that a company takes to promote products or services. It provides specific details on how a target market is responding to a company’s advertising campaign. Working to meet the needs of consumers first naturally lends itself to an increase in website performance as well.