Advertising Only Works When You Know Who You’re Talking To
Advertising is easier than ever. With the user-friendly banner-creation tools that are widely accessible today, creating an ad that can reach thousands of people can take less than an hour. This simplicity itself has created a new problem: something so easy to use and access has quickly become overused. As a result, companies are shouting louder than ever to get their message across, rather than being more strategic in how they sell their products and services—and to whom.
- Did you know that the average American is exposed to between 4,000 and 10,000 ads per day?
- According to eMarketer, 71% of survey respondents said that ads are more intrusive now compared to only 3 years ago.
These dismal stats also present new opportunities, especially for those already considering the implementation of an account-based marketing (ABM) strategy.
Account-based advertising, a key feature of ABM, enables users to effectively segment audiences, ensuring they receive marketing messaging designed to be specifically relevant to them. Not only does this personal, relevant messaging reduce the number of irrelevant ads seen by a target audience, but it eliminates wasted spending on ads not relevant to the target audience and can nearly double the engagement rate of target accounts.
According to McKinsey & Company, personalization can lift sales by at least 10 percent, and it can deliver five to eight times the ROI on marketing spend. Jabmo’s customers have also seen significant lift in target account engagement across all marketing channels after the deployment of an ABM campaign. One current Jabmo customer is experiencing a total target account engagement lift of 618%. While direct visits from their ABM ad campaigns tripled target account engagement on their own, it’s the marked lift across other channels that combined to create a 6x increase in target account activity. The personal, relevant advertising from the customer’s ABM campaign makes a strong impression on target account viewers, making them more likely to engage with emails, social media posts, and other marketing touch points. ABM makes all marketing better.
The next time you’re thinking about how to frame your marketing strategy, don’t be fooled by the one-size-fits-all advertising platforms that broadcast a generic message to a too-large target audience. Incorporating personalization and relevance is more difficult—and much more rewarding.