Specific advertising goals require equally specific methods of advertising. For example, if you want to reach your audience while they're on the go, you may want to focus on auditory advertising methods. Likewise, if you're hoping to reach customers scrolling on social media, you may prefer a tactic that allows you to focus on a highly visual advertisement. By understanding your specific advertising goals, you can more effectively determine which medium will work most effectively to help you meet your goals and reach your audience.
The Benefits of an Auditory Medium
Auditory advertisements have an incredible ability to reach an audience that is hands-free and on the go, whether they're exercising, managing the daily commute to work, or working around the house. An auditory medium:
Easily verbalizes your brand personality. The tone of voice conveys a lot about your brand personality that can't be expressed the same through visual advertising strategies. Audio ads can easily inject emotions, such as humor and seriousness since they're less likely to be misinterpreted.
Allows you to tell a story in an enticing way. Your brand's story is incredibly important. Whether you're sharing a message about changes being made to your brand or delivering a story about how other users have interacted with your brand in the past, the audio aspects can further emphasize the emotion behind your message. An auditory medium makes that story more enticing, putting voices behind it and increasing customers' connection to your message.
Invokes emotion in a different way. Sound often tugs at the heartstrings. Music creates a connection that your customers will relate back to your business when they hear it. Using audio can help bring your message to life in a way that will capture the attention of your audience.
In auditory ads, the listener hears your brand name multiple times in conjunction with other elements of audio. As a result, they're more likely to connect your brand directly with the ad--and remember it when they're ready to make a purchase.
The Benefits of a Visual Medium
A visual medium can evoke a different response with your audience and offers its own set of benefits. Your visual medium can:
Clearly represent your target audience. You can include many details about your target demographic in the models you choose to represent your brand, including age, gender, and other characteristics. Viewers can see themselves in your ads and it can increase their sense of connection to your brand.
Showcase your brand's products and services. Visual media allows you to highlight your brand directly and what you have to offer. Potential customers can see those products and services in action--demonstrating how they work, how to use them, or how they can help make your customers' lives easier.
Incorporate text to provide additional information to your customers. Scrolling text or clear text labels can provide a great deal of information to your customers. In addition to providing supplemental information, the use of text can help lead your audience to the desired call-to-action.
Put a face to your name. Your visual ads help establish a connection to your brand, putting a face to your business.
In visual media, you can highlight what your business has to offer in a way that will draw in your audiences’ attention while directing them to where you want them to go next.
How to Know Which is Best for Your Business
Since both visual and auditory media have unique purposes and advantages, you need to establish which one will best fit the specific needs of your business. Consider:
What message are you trying to get across? Decide what you need to share with your customers and what you need from them in response to that ad.
Does your message require a visual element? Some messages, including product demonstrations, may require a visual component in order to be effective. Other messages, on the other hand, may not need those visuals because the visual element might detract from your goals.
What best fits your budget? While it’s important to make sure that you’re meeting your goals, you want to ensure that you’re able to reach the right people at the right time. Each medium has its costs. It’s essential that you are able to put together high-quality ad creative and get it in front of the right audience while remaining within your budget.
Integrating Your Marketing Efforts
While each of these mediums is great and highly effective on its own, they're even more beneficial when integrated together. As you combine your marketing efforts, you create multiple touchpoints for your desired consumers. In many cases, consumers need to connect with your brand multiple times before deciding to make a purchase.
By integrating your efforts, you provide those key touches and help establish brand awareness with your target audience. Integrated messaging also allows you to continue sharing the same message with your consumer on multiple platforms at different times. Continued integration can enhance your overall marketing efforts and expand your reach further since each medium might reach different demographics.
Both auditory and visual media have their place in your marketing plan. Integrating your marketing efforts will ultimately lead to more effective advertising and a higher return on your investment.