By Laia Cardona, on 6 April 2023
Advertising is an essential ingredient in the success of any brand, as this is the way you make yourself known to the public and attract new customers.
There are many ways to advertise but, for them to work, they need to be supported by a strategy that fits with the overall objectives of you brand. In this article, we will go over what advertising strategies are, what types there are, and give 10 examples that you can apply in your company.
What Is an Advertising Strategy?
An advertising strategy is an action plan designed to increase sales of certain products or services, attract new customers, and invite existing ones to make multiple purchases.
An advertising strategy is part of a brand's marketing plan, so it must be aligned with the company's objectives. It is also essential to take into account branding, tone, and brand identity, so that the user experience does not have dissonant elements.
What Types of Advertising Strategies Are There?
There are many possible advertising strategies, as each brand's situation, identity, and objectives are unique. To get an idea of the possibilities, let's take a look at how HubSpot classifies the 3 major types of advertising strategies.
1. Content Advertising
This advertising strategy seeks to directly influence consumers through different channels with a direct, clear message that aims to reach as many people as possible.
Although it has similar characteristics to content marketing, it is not the same since it is more direct and more focused on the brand.
Within content advertising, we can distinguish the following different subtypes:
- Informative advertising: this focuses on showing the brand and the value it can bring to potential customers. It is usually based on rational values.
- Comparative advertising: this focuses on comparing a brand with the competition, in order to reinforce the characteristics that differentiate it and convince the consumer that it can provide greater benefits. Although this can be very effective, you must be very careful when making your claims in order not to run into legal problems.
- Emotional advertising: if informative advertising is based more on rational factors, emotional advertising seeks to get an emotional reaction. It can be very effective in influencing purchasing decisions, since we know that these have a strong subconscious component that are based on how people feel about a product or service.
2. Pull Advertising
This advertising strategy is typical of brands that are already well known and well positioned in the market. Instead of going after customers, this strategy aims to keep a brand in the consumer's mind and propel people towards it. It focuses on identification with the brand and long-term loyalty.
3. Push Advertising
This advertising strategy is more suitable for new products or services, since it seeks to make something known among consumers in order to position well and generate sales.
The push strategy can use different channels, from traditional media to social ads. In many cases, it goes hand in hand with pricing strategies. For example, offering cheaper launch prices to generate an initial critical mass of consumers.
It is also common for push advertising to be done in tandem with content marketing, so that a new brand can establish its authority early on and position itself as an expert in its sector.
12 Examples of Advertising Strategies
Let's take a look at some of the most widely used and effective advertising strategies according to PPCExpo and other experts in marketing and advertising.
Paid advertising on search engines (SEM) such as Google consists of positioning ads targeted to certain keywords. This way, when someone searches for a term related to your brand, your ad can appear in a prominent position among the results.
SEM is one of the most popular advertising strategies in the digital environment, as it allows you to directly target those with a high purchase intent based on their searches. In addition, it is a very versatile strategy, as it allows you to reach very different audiences at different stages in the buying process.
2. Social Ads
This advertising strategy consists of placing paid ads on social networks, usually through a pay-per-click model.
What makes this work well are the great targeting possibilities. Keep in mind that social networks have large amounts of data on their users, so you can segment very specific audiences based on factors such as their lifestyle or interests.
In addition, you can also use these platforms to get in touch with users who already know your brand (by importing your databases or installing a data pixel) and to create audiences similar to your visitors, leads, or customers, so that you only target the users who are most likely to convert.
3. Amazon Advertising
Amazon ads offers pay-per-click advertising with some unique advantages. For instance, Amazon has a wealth of information about its users' shopping preferences. But above all, this platform allows you to place ads right where and when users are most likely to make a purchase, which results in higher conversion rates.
4. Email Marketing
Email marketing is an advertising strategy that has maintained effectiveness over the years by reinventing itself over and over again. According to some studies, the ROI of this channel is close to 40 dollars for every dollar invested.
In addition to its spectacular ROI, another great advantage of email marketing is that it can be adapted to all types of situations, brands, and campaigns, from the first steps of lead generation to long-term loyalty. No wonder it is one of the preferred advertising strategies for brands!
5. Native Advertising
Native advertising is a format that consists of placing paid content on various platforms that adapts in form and function to the environment it appears in. Although it must be clearly identified as advertising, it is integrated into its context in a much less intrusive way than other formats (such as banners). It also provides valuable content to users, which leads them to consume it voluntarily.
6. Influencer Marketing
Influencer marketing is an advertising strategy that relies on the authority of those with a strong presence on social media to promote a product or service to their followers.
Previously, there was a tendency to value the number of followers that a person had above everything else and campaigns were created for the widest possible dissemination. Now the trend is to value the level of interaction more and look for experts in niches with smaller audiences (microinfluencers).
7. Discounts and Promotions
Discounts and promotions are always popular as they offer a product or service at a lower price than usual for a limited time. This way, a sense of urgency is generated that encourages users to buy.
This advertising strategy can be very useful to generate a critical mass of customers at the launch of a product or to boost sales in the short term, but abusing it can lead to a decrease in the perceived value of the product or service.
Similar to discounts and promotions, contests or sweepstakes serve to generate interaction and attract interest in a brand in the short term.
While this is a strategy that brands have been using it for a long time, it has experienced a recent boost thanks to social networks. Many brands create contests and sweepstakes on platforms like Instagram or TikTok to increase their follower base and level of engagement. Of course, these events must always be framed within the broader objectives of the brand.
9. Guerrilla Marketing
Guerrilla marketing is one of the most original and innovative advertising strategies. It is based on the use of unconventional techniques to achieve maximum diffusion at a low cost. Creativity is a fundamental element to achieving surprise and impact with minimal resources.
10. Loyalty Programs
Loyalty programs are an advertising strategy that is not aimed at getting existing customers to repeat their purchases frequently and even become brand ambassadors.
There are different types of loyalty programs, such as points or tiered programs. In all of them, the objective is to generate a long-term relationship between a customer and a brand and improve the customer lifetime value. This term refers to the amount of profit generated during the time someone remains with a brand. In turn, this allows brands to reduce the cost of acquiring new customers.
11. Mobile Ads
Mobile advertising is a strategy that focuses on reaching people via mobile devices like phones or tablets. These ads can appear in a wide variety of places online from websites and social media platform to various online games or gaming platforms.
Another advantage of these ads is that, if the user has their location enabled on their device, businesses that are near their current location can reach them with targeted ads. Mobile ads and promotions can also be activated through QR codes that people can scan with their devices.
12. Podcast Ads
As podcasts continue to grow in popularity, more and more brands are advertising on podcasting platforms. Typically, brands have their ad read out by the host of the podcast they'd like to be featured on. While this may sound very simple and straightforward, it's important to keep in mind that hosts often have a high level of trust with their audience, so having them promote a product or service can be more effective than a standard ad.
In addition, many brands let hosts ad lib while reading the advertisement. This allows hosts of comedy podcasts to create funny, entertaining ads. Other types of hosts may recount their personal experiences with the sponsor's product or service, making the ad more compelling and less salesy.
Lastly, brands often provide podcast hosts with a discount code not only so that listeners can get a deal but also to allow the brand can track how successful the collaboration is.