Choosing the best ad media types for your client is only part of the battle. Another major component is creating ads that will enhance your client’s target audience’s attitudes toward the brand. Here are a few digital marketing techniques to help you and your client achieve this goal.

Top Audiences Respond to These Top Digital Marketing Techniques

Why Digital Ads?

For starters, let’s discuss why your client should focus on digital marketing techniques. According to a report by YouGov, the main advertising channel that grabs consumer attention is online. That category includes apps, social media, websites, etc.

The follow-​up ad channel is TV, which we know CTV is quickly dominating. Other honorable mentions include podcasts, billboards (including digital out-​of-​home) and radio (including digital/​online).

Overall, the main online advertising media that grabs consumer attention include:

• Social Media Ads (including side banner ads, brand promotional content, etc.): 27% of consumers agree
• Online Videos (including pre-​roll video ads and banner ads on the platform): 13%
• Commercials on Streaming/​On-​Demand TV Services: 12%
• Websites (including banners, videos, etc.): 8%
• Ads on Music Streaming Services (including audio ads, banner ads, etc.): 5%
• Ads on Apps (including videos, banner ads, etc.): 4%

So, now that we’ve established the importance of digital media in your client’s marketing strategy, let’s talk technique.

Technique 1: Choosing Actors/​Models Who Look Like Your Client’s Target Audience

According to YouGov, the main thing ad-​accepting consumers look for in ads is real-​looking people (82% agree). Real-​looking people look like the consumers who are looking at the ads. This means that your client can’t only have straight, white, conventionally attractive actors and models in their ads.

So, the first of the digital marketing techniques you and your client need to focus on is representing target audiences.

For starters, multicultural populations are vastly underrepresented in the U.S., says a previous SalesFuel blog post. Data from PQ Media shows that Hispanic, Black and Asian American ethnicities make up 39.5% of the population. Yet, 94.7% of U.S. advertising and marketing spend is dedicated to every other ethnicity.

Women of all ages and ethnicities also respond well to inclusive ads. According to another SalesFuel blog, based on data from AARP, women:

• Find ads that feature women of all shapes, sizes and skin tones refreshing: 35% agree
• Absolutely love these types of inclusive ads: 33% agree

Inclusivity pays off. Women are more likely to make purchases from brands when they see ads that feature people:

• Their age: 76% agree
• With different body types: 74%
• Of a variety of ages: 72%
• From a mix of cultures and backgrounds: 65%

“Overall, 74% of women say that it’s important for women to be presented authentically in media.”

Want to find out which demographics to feature in your client’s ads? Check out their target audience’s profile on AudienceSCAN on AdMall by SalesFuel.

Technique 2: Express Views Your Client’s Target Consumers Agree With

People like to make purchases from brands that share their values. YouGov says that 75% of consumers are more likely to buy from brands that express views they agree with. So, it’s important that your client adds promoting their values in their digital marketing techniques.

A SalesFuel blog based on data from Investopedia says that consumers are most impacted by social responsibility that affects:

• Fair Wages: 23% of consumers agree
• Animal Wellbeing: 21%
• Employee and Supply Chain Health and Safety: 20%
• Employee Human Rights: 18%
• Diversity, Equity and Inclusion: 16%
• Community Service Participation: 12%
• Corporate Donations: 10%

Find out which causes your client’s target audience cares about the most on their AudienceSCAN profile on AdMall by SalesFuel.

Using these two digital marketing techniques, your client is bound to see more consumer engagement with their ads.

Photo by: Christina @ wocintechchat​.com