Businesses need to have confidence in their advertising programs, even if they’re not profitable, the American Psychological Association said Tuesday.
The APA also called on advertisers to use their advertising budgets for a variety of things, from education to outreach to training and more.
Advertisement Advertisement Advertisement For example, the APA says it encourages marketers to make sure they reach people who may have limited knowledge of advertising.
And if their ads don’t resonate with their target audience, they should seek out new audiences, the organization said.
And it recommends using data to understand the types of people and topics most likely to purchase advertising and how to reach those people.
In addition, the group recommends that companies take a broader look at how they’re spending their advertising dollars and look at other metrics, like how much they’re paying for advertising and whether they’re making more money from advertising than they’re losing.
“I think we’ve all got to be more careful with how we use the money that we’re earning,” said Julie Tulloch, the director of the Center for Public Opinion Research at the University of Michigan.
“That can be very dangerous.”
Some of the advice Tullosch and others offer includes: Spending less on creative writing.
Tullons advice to companies that run creative campaigns includes not using a lot of ads, but instead focusing on content and the types and amount of advertising that they’re sending out.
“If you have a message, and you can sell it, use it and the people that are going to buy it,” she said.
That means focusing on people who are most likely interested in your message and will buy your message.
“It’s all about making sure you don’t end up with the same kind of messaging, the same types of ads.”
And the APAs recommendations also include keeping advertising focused on key audiences, such as young adults.
“People will spend less time on the social media channels when you’re reaching them and using social media to reach them,” she added.
Advertising should also focus on people that consumers want to interact with, Tulloks said.
“The biggest mistake that advertisers make is they spend too much money on social media, and they’re trying to reach their target groups but they don’t think about the people who aren’t buying it,” Tulloes said.
The most important part of marketing to people who will buy advertising is that, she said, you have to have that conversation with them.
“There’s nothing more important to a business than finding out who they are and then helping them decide whether or not they’re going to spend more money on the ad or the other advertising.”
Tullota’s advice to advertisers is to create an engaging experience.
For example: Be aware that people may find the ads engaging if they have a limited amount of time.
If you can’t do that, it may be more effective to have the ad come up when they do want to see it.
“What you want to do is make sure the message is as relevant to the audience as possible,” she advised.