Despite the consensus of many workers in marketing that it is a science based on fixed theoretical methodologies that anyone can study and then apply, this does not negate this science the great flexibility in its methodologies, and what it requires to apply it from a viewpoint and a high ability to explore the insides of things Predict market fluctuations and consumer moods changes.
It is enough to start preparing and planning for one marketing campaign so that you know the amount of study, research and analysis you need to get all right and you can reach the target audience and implement a successful campaign. Moreover, simply misjudging one aspect of the campaign can undermine all your efforts and lead to none of the desired results.
In this context, many marketers and project managers complain that their ads do not achieve the required interaction and do not receive enough attention as expected, a problem that can be attributed to many reasons, but here we will learn about the most prominent and most important five possible reasons for it and how you can deal with the matter in these Status.
Your ads aren’t getting the expected attention … 5 possible reasons for this
1. Wrong targeting
About half of the advertising campaigns fail to target the right groups of audiences, as statistics say that only 47% of the promotional campaigns in the United Kingdom target the audience really interested in the product, while more than half of the campaigns fail to do so. 1
Wrong targeting is not limited to targeting groups that are not interested in the product or service being advertised, it happens that companies target the right groups of audiences, but the marketing message is mistaken, or the targeting is not accurate enough.
And then the results of these errors appear in the advertisement not getting the expected interest from the audience and followers, so what makes the user interact with an advertisement that he does not have the slightest interest in or the product he is promoting.
What’s worse is that wrong targeting blows up all the efforts that were made to create and prepare a distinctive ad, even if your ad was creative enough that it would not achieve any interaction if it did not reach the right groups of consumers and those interested in your brand and what you offer.
As for the reason for this to happen, it is due to many factors. You may not have sufficient data about the audience (and this has many other effects, as we will see shortly) The nature of digital advertising platforms and the methods they use to divide users according to their interests, as well as the nature of the audience’s personalities. It makes the individual show an interest in areas that are somewhat contradictory at times, and thus it is difficult for advertisers and marketing professionals to accurately segment or segment the ad campaigns they work on.
It is true that it is difficult to reach a completely correct targeting percentage, but by studying and researching the target group well, studying the market and competitors and collecting all other data that can help in the process, it will have a great impact in reducing the error rate, and then creating more efficient, effective and attractive advertising campaigns. The audience.
2. Insufficient data
Marketers and project managers generally know the importance of data in their business and its role to help them achieve better results. It is the black gold or “new oil wealth”, according to the CEO of Micro Soft Key’s applications. 2
With the expansion of markets and the increase in competition, consumers are no longer looking for your ads and the services or products that you promote, but rather you should go to them, data is the way that will connect you to the really interested groups of your audience. But without sufficient data, you will not know the route yourself, you may go to the wrong destination, or use the wrong way to reach them, or you may not know what your audience wants and what their aspirations are from your project, all of which naturally leads to useless advertisements and does not receive the interest and expected interaction .
On the contrary, the availability of sufficient data helps you to know your target audience accurately, the characteristics and nature of this audience, what services they want and thus work to provide, through the data you know where your audience is and what platforms are best suited to start displaying your ads on them, and then you can create Ads are more efficient, effective and generate a better investment.
As for data collection methods, there are many methods, such as holding direct meetings with samples from your audience, questionnaires, direct messages, observation and experimentation, in addition to studying the market, competitors and target groups of the audience.
3. No experimental tests were performed
Usually the tests in this area are in the form of a simulation of the marketing campaign that you intend to launch, where the simulation is on a smaller scale and with a limited budget in order to make sure that everything is fine and that the data used is correct and accurate as possible, in addition to knowing if the campaign you have prepared You need any development, modification, or improvement to achieve better performance.
One of the important mistakes that entrepreneurs and workers in marketing generally make is not to conduct any tests for the marketing operations that they intend to launch, and thus this prevents experimentation and testing, and then the errors that are included in the marketing process are not discovered because they directly enter into actual implementation.
There are many mistakes that can be made by those planning to launch a promotional campaign that cannot be discovered without adequate testing of the campaign, including the extent of acceptance of the target audience for the content of the advertisement, the nature of the response to the advertisement and if it is negative or positive, has the correct category been targeted From the audience as we mentioned in the first point, and it is these points that mainly affect the extent of interest that your ads can receive.
Therefore, in the event that your ads do not receive the expected attention, conducting adequate tests on your advertising and marketing campaigns that you launch can help you to know if the campaign contains any errors or problems that prevent the expected acceptance of the advertisement from the public, and thus address the matter and implement more marketing campaigns efficiency.
4. No CTA
A call to action is the part of the advertisement that clarifies your request and what you want the consumer or customer to do as soon as they see the advertisement, and it is a necessary and important part and without it it is difficult to achieve results, as the customer will not understand what you want behind the advertisement.
The call to action acts as a catalyst for the customer to take an action, which may be visiting a site or store, making a purchase, subscribing to a service, registering on the platform and other steps that you want the user to take to turn into a customer for your project.
The absence of this call (CTA) makes the advertisement just a general marketing phrase that is unclear and incomprehensible what the advertiser wants behind the ad.
Suppose, for example, that you are sitting in a public park and suddenly someone approaches you and starts talking to you about the benefits of having a pet at home, and that this would help you get rid of the effects of stress and tensions, then he ended his conversation in this way and moved away from you, what will you understand from this person ? Absolutely nothing, as his speech does not contain any CTA or “call to action”.
Whereas if this person told you at the end of the conversation that he owns a pet store and invites you to visit the store and see what he has, you will soon understand from that that he is marketing his store, and you will appreciate that for him, and you may even visit his store if you are really interested in pets.
The difference is that in the first case, you will not care what the person said because you did not understand the intention behind his words, whereas in the second case there was a “call to action” and you knew exactly what he wanted and your response was based on the invitation.
Likewise, a call to action or call to action is used in advertisements and marketing campaigns, if your ads are not getting the attention you expect it to be, the absence of a “call” or it is not clear enough may be the reason that your ads are not receiving the expected attention.
Always make sure to add to your ads a clear “call to action” that shows well what you want the customer to do when they see the ad. You can use an independent site to get the services of professional and highly qualified content writers to get the appropriate advertising content for your marketing campaigns.
5. People hate ads
In fact, people do not hate ads, but rather annoying ads, and here are some statistics in this regard:
- 91% of consumers said ads are more annoying (intrusive) than they were 2 to 3 years ago.
- 87% of consumers say they are exposed to more ads than they were 2 to 3 years ago.
- 79% of consumers feel they are being tracked excessively by targeted ad platforms.
The word “from now” in the above statistics was intended for the year 2018, the year in which these statistics were announced. 3
But it is not that bad. The same study that reached previous statistics stated that 83% of consumers supported the phrase “not all ads are annoying, but I prefer to filter and banish bad ads.”
And about 77% of them agreed with the statement “It is preferable to have a way to filter bad ads than to completely block ads.”
We conclude from this that people do not complain about all forms of advertisements, but rather bad and annoying ones for them, and this may be one of the reasons that lead to their lack of interest in advertising.
Therefore, if you are facing a problem that your ads do not receive the expected attention, review your strategy in formulating and displaying ads and make sure that they do not fall within the category of ads that are annoying to users and your brand audience.
Do you use pop-up ads, for example, as they are the worst types of ads ever and the most annoying to users and are no longer supported by most advertising platforms, 4 and even their use on the site gives negative indications about your site to search engines, and thus its ranking among users’ search results.
Autoplay video ads, misleading ads that make excessive promises to users, and negative suggestive ads are all annoying to users and it is difficult to achieve any interaction or expected interest.
Besides the ads with weak and unprofessional content, 63% of users said that the majority of the digital ads shown to them did not look professional enough. 5
Always keep in mind that the standards of consumers and followers of the audience and customers are often higher than the standards of marketers and those in charge of commercials, which forces you to make more efforts in order to formulate more efficient, effective, and highly professional ads and mastery in order to receive the attention and attention you hope for. .