Navigating the Digital Landscape- Marketing Strategies for the Modern Age

Navigating the Digital Landscape- Marketing Strategies for the Modern Age

Kristi Rogers, in her TedTalk, delves into the issue of relevance in the advertisement. She admits that the current world of business has so many forms of advertisement alternatives, most of which are digital advertisements. People encounter so many adverts when they are online, and some of the adverts that pop up do not make sense to them because they do not bother to check what the adverts are all about (Rogers, 2014). The reason for this is that these Ads lack relevance. In definition, relevance is the closeness of the adverts to the users’ searches, mainly determined by the keywords, landing page, and post-click. Marketers should keep in mind that relevance and adverts go hand in hand since the keywords often match the Ads and should also match the users’ search (Kotler & Keller, 2016). Kristi points out that many marketers have failed to achieve relevance in their adverts. Thus, their marketing effort does not bear much fruit.

The implication of the importance of relevance to the marketing managers seeking to increase the return on investment is that these managers need to get serious with the advertisements they develop. Getting serious means hiring specialists who can design adverts that appeal to potential customers. The adverts must display relevance in that they should always match the keywords of potential customers (Kotler & Keller, 2016). If an advert demonstrates relevance, many prospective customers will see it and read it, meaning that the sales volume is likely to increase because the advertisement targets potential buyers.

Another implication is that it is meaningless to create numerous advertisements to promote the same product, yet these adverts do not exhibit the relevance needed to boost sales volumes. In other words, marketing managers can spend less on advertising if they get it right in designing a few adverts that show relevance (Hayes et al., 2020). The idea of relevance can affect the kind of marketing specialists the company should hire. Moreover, the idea will affect the number of resources allocated to product promotion through advertisement.

References

Hayes, J. et al., (2020). How advertising relevance and consumer–brand relationship strength limit disclosure effects of native ads on Twitter. International Journal of Advertising The Review of Marketing Communications Volume 39, 2020 – Issue 1

Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Upper Saddle River, NJ: Pearson/Prentice Hal

Rogers, K. (2014). Where are our digital ads really going? Retrieved from https://www.ted.com/talks/

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Relevance has always been the challenge of the advertising industry. Summarize Kristi Roger’s assessment of the advertising industry in her Ted Talk.

Considering her hypothesis and results, what are some implications for marketing managers as they seek to improve the ROI of marketing expenditures on all forms of marketing communications? How could these ideas affect your decisions in the Conscious Capitalism simulation or future endeavors?