Marketing vs. Engagement: How to Make These Two Elements Coexist

When was the last place you saw an advertisement that caught your attention? Was it while scrolling through your Instagram feed or how about the last time you logged into Facebook? Maybe you noticed some interesting ads on the side of the website during a recent Google search.

Did you click on these ads to investigate further? Were they something you’ve previously mentioned liking to a close friend or something you picked up in Nordstrom—but then decided you didn’t need it after all?

Welcome to the world of online marketing!

Most companies, even in the office furniture industry, will send consumers numerous ads based on places they’ve shop, searches they’ve made on Google, or even topics they’ve mentioned in casual conversations. In fact, our office furniture ads may appear in the next Google search you perform.

The internet runs the world, and engagement is what it’s all about. We want our office furniture ads to look aesthetically appealing and relatable, so you’re more likely to click on them and become engaged—and this is how the advertising world works in 2019.

Think of it this way, billboards and print media are costly and are really only seen by a certain number of people, who may have little interest in what you’re selling to begin with. Using the power of online marketing and the statistics we gather, our office furniture ads are populated based on what you, the consumer, is interested in— whether that’s a new pair of shoes, a new car, or a redesign of your commercial space.

Below are a four tips for my fellow marketers on what to do to attract the right audiences and create more engagement in 2019:

1. Design for a mobile friendly environment—people use their smartphones all day long, so your ad should be just a click away.
2. Make the photo aesthetically appealing—don’t just post for the sake of posting! Make it beautiful and appealing to get the most value out of each publication.
3. Don’t go overboard on the ad slots— if someone sees your same ad on every site or Google search, it soon becomes a background image that’s no longer interesting or relevant.
4. Don’t be afraid to change it up—Use different language and images to speak to different audiences. A 25-year-old female is not going to react to the same message as a 60-year-old man. Understand your target audiences and don’t be afraid to go after different demographics to keep up with the changing trends.

To view some popular ads that OstermanCron is currently using or to check out tips about how to improve wellness in the workplace, visit our Cincinnati Business Courier page.