I am D2’s creative director. For more years that I care to admit, I have earned my keep in the world of advertising.
I’ve seen a few changes to my industry – the most significant being the migration of the high levels of advertising spend onto the internet.
There is no doubt that the Internet is the future of business communication. But why have so many of the fundamentals of marketing communication been swept aside in this mass exodus.
I am from the ‘school’ that believes that you can’t sell at people but need to create a convincing and informed reason for people to want to buy.
This involves gaining a pretty accurate picture of the target audience, their buying behaviour and what they are most likely to want from your product or service. You then set about communicating this.
I am not suggesting that exciting their senses and their aspirations with glossy images is of no value, but I do think that clear explanation of the benefits can often be forsaken for what I consider to be message camouflage.
Websites and online advertising can too suffer from this complaint even when it’s trying harder. All the brand information, whilst ultimately necessary, can get in the way of the visitor firstly grasping the big reason to stop and take note (then hopefully – action).
There’s a simple to remember formula for checking your message. It’s as old as the hills but is still used in full usage today. It’s called AIDA – you have to get their Attention, generate their Interest, create a Desire and make it easy for the reader, viewer or listener to take Action.
This methodology has long served the advertising and marketing industries because if the message is carefully constructed and crafted – it will get through to attract customers and stimulate sales.
D2 Interactive Ltd
PS. I have used AIDA to the benefit of Disneyland Paris Resort, Jewsons, Dimplex (market leader in heating products), Tetra (world leader in aquatic and garden pond products), Mercedes-Benz Retail, Renault Retail, Frizzel Banking and Insurance and much much more.