8 Inclusive Advertising Tips for 2021, According to Microsoft's Head of Inclusive Marketing Advertising can help create a direct connection between consumers and your brand, and is a critical component of marketing. And inclusive advertising can yield dramatic results and increase brand trust, loyalty, and better overall brand perception. In fact, 64% of people said they are more trusting of brands that represent diversity in ads, and 85% of consumers said they will only consider a brand they trust. Advertising that works hard for your company has never been more important as we come off the heels of a challenging year affecting all businesses. However, there is one concept that rang true for us all that can inform our approach in advertising for 2021 and beyond – that is, we are all interconnected and interdependent, both as consumers and as advertisers.   In this post, we'll provide eight tips curated from Microsoft's Marketing with Purpose Playbook to help you create more inclusive advertising, reach more customers, and grow your business. 1. Showcase human diversity in your campaigns. Inclusive advertising means having diversity authentically represented in your ads and promotions, while aligning it to your local market's composition of diversity. It also means considering the many dimensions of human diversity, including (but not limited to) age, gender, ethnicity, sexual orientation, location, language preference and gender expression. Additionally, you'll be able to expand your ability to connect and tailor ad creative and promotions with your audience when you consider experiential diversity like ability, parental...

What Is Ad Fatigue? + How to Diagnose & Cure It To consider what ad fatigue is, let's start with an example. Consider times you've changed the TV channel because you've seen the same ad ten times that night already. Alternatively, think about occasions when you're so tired of hearing a certain commercial that you switch off your radio completely. These are both examples of ad fatigue — an issue that occurs when users become too accustomed to a specific type of ad, thus reducing its effectiveness. As marketers, it's crucial we continuously serve fresh, high-quality, and targeted ads to ensure your content continues to inspire your audience, rather than causing frustration. Below, we'll discuss what ad fatigue is, common symptoms attributed to ad fatigue, and what you can do to fix it. Let's dive in. What is ad fatigue? Ad fatigue occurs when your audience sees your ads so often that they become bored with them and stop paying attention. This, in turn, causes your campaigns to become less effective, prevents users from moving down the sales funnel, and ultimately hurts your company's bottom line. Ultimately, the purpose of advertising is to turn new viewers into customers, which can't happen if you're over-serving your ads to the same viewers, or creating low-quality ads. Fortunately, if you recognize ad fatigue early on, you can reverse its effects by building new campaigns. It may be as simple as altering the image you use on your Facebook ads, or using Google...

11 Ad Design Tips to Help Your Brand Cut Through the Noise Before your copy can persuade an audience to buy your product, your design must persuade them to buy your copy. In advertising, your design catches your audience’s eye and points their attention to your copy. Then, it’s your copy’s job to hold your audience’s attention. To help grab people’s attention in your advertisements, we’ve put together a list of seven ad tips, supported by examples, that’ll help give you ad design ideas to your brand cut through the noise.  Advertisement Design Tips Read on to learn how to craft creatively refreshing ads that will convert your audience into customers. 1. Stand out from the crowd. Image Source In a world where countless brands fight for a limited amount of attention, the only way your advertisement can grab people’s attention is by being original. As a marketer, though, it can be tempting to leap onto the latest trend that all your competitors have already pounced on. If everyone else is implementing the latest tip or trick, it must work, right? To captivate an audience, though, you must resist this urge. Cliches repel attention. They sap your advertisement's creativity and can’t activate the prefrontal cortex, which is the part of the brain responsible for experiencing emotions. But how exactly do you create an original advertisement? Consider one of Estée Lauder’s print campaigns from the 1960s. Back then, Estée Lauder’s main competitors like L’Oréal, Revlon, and Helena Rubinstein...

How to Design Content Remarketing Campaigns That Actually Work You know content marketing works, so you've been plugging away at blog posts, ebooks, and other valuable, educational content for your potential customers. And people come -- they find your content in search results and in their social media feeds. But they may not fill out a form and become a lead right then and there. It's not always because they're not interested in your message -- so how do you recapture those viewers who left your site? Recapturing audience attention to turn lookers into leads is an effective marketing tactic, and if you're not doing it, you're leaving money on the table. Let me outline for you the sections I'm going to cover in this post: What the Heck is Remarketing? What Is the Google Display Network? Remarketing Campaign Examples How to Set Up a Remarketing Campaign What the Heck Is Remarketing? At its core, remarketing is the process of tagging your site visitors and targeting them with content after they leave your site in an effort to reengage them and bring them back to your site. Remarketing gives you the opportunity to appear in front of people who have already expressed an interest in your website. They could be checking their email, reading the news, watching a YouTube video… and there you are, with something new and awesome to show them. It could be a reminder to complete an...