{"id":1453,"date":"2016-01-21T11:43:35","date_gmt":"2016-01-21T16:43:35","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1453"},"modified":"2017-11-03T13:42:00","modified_gmt":"2017-11-03T17:42:00","slug":"organic-matters-advertising-for-permission-vs-awareness-only","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/organic-matters-advertising-for-permission-vs-awareness-only\/","title":{"rendered":"Organic Matters: Advertising For Permission Vs. Awareness Only"},"content":{"rendered":"<figure id=\"attachment_16050\" aria-describedby=\"caption-attachment-16050\" style=\"width: 175px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-16050\" alt=\"Jen Evans\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/07\/jen-evans.jpg\" width=\"175\" height=\"200\" \/><figcaption id=\"caption-attachment-16050\" class=\"wp-caption-text\">Jen Evans<\/figcaption><\/figure>\n<p>Paid media can generate two things: awareness and action (in this case, permission). Here&#8217;s an overview of when to focus paid on permission and when to focus on awareness.<\/p>\n<p>1. There are a couple of fundamental rules marketers often forget to take into consideration in their communications:<br \/>\nFor a significant percentage of your audience (as high as 50%), right now is the first time they&#8217;ve seen your brand, or remember seeing it.<\/p>\n<p>2. For everyone else, it is an interaction and data point that may or may not (and more than 80% will not) generate an email opt-in, the most productive digital relationship a marketer can have with a customer.<\/p>\n<p>The pros and cons of ads focused on permission vs. ads focused on awareness come down to the relationship with your audience and stakeholders and the goals of the program.<!--more--><\/p>\n<p><strong>Permission:<\/strong><\/p>\n<p><strong>Pro:<\/strong> Builds a high-potential conversion list; identifies highest-value customers; matches customer perception of &#8220;story&#8221; funnel; is usually best referral source; can retain info for even the briefest viewers; low hard and ongoing costs (but high labour at first).<\/p>\n<p><strong>Con:<\/strong> Opt-ins from some advertising very low; needs to be optimized; need sophisticated email approach to maximize conversions; requires a disciplined approach to audience-aligned content; highly-dependent on quality of content; starting from scratch will almost always require some paid support initially (unless you are extremely patient); measurement options few; ongoing audience comms and management required.<\/p>\n<p><strong>Awareness:<\/strong><\/p>\n<p><strong>Pros:<\/strong> Predictable results from spend; proven effective (impression frequency matters and makes a difference to recognition); paid search still a great performer on desktop; highly targetable; easy to benchmark and lever spend; less ongoing relationship communications required (lower maintenance); less ongoing dialogue infrastructure required.<\/p>\n<p><strong>Cons:<\/strong> Difficult to optimize since measurable outcome not the focus; difficult to tie to tactical effectiveness; no ongoing return; investment evaporates as it is spent; complex media buying\/programmatic environment; difficulties with mobile effectiveness and ad blockers; low labour but high costs; difficult targeting for B2B; one-off vs. evolving relationships with all customers.<\/p>\n<p>By focusing advertising both on awareness and cross-channel opt-in (permission) conversion, programs generate both brand value and customer value, and satisfy the needs of both new and experienced audiences. Within twelve months, ongoing communications and infrastructure within a well-architected, high-quality content program can become a perpetual, extremely efficient, multi-platform, truly integrated marketing and customer community engine.<\/p>\n<p><em>Jen Evans is a digital strategist and content marketer, the creator and co-founder of squeezeCMM, Digital Fieldwork, B2B News Network, The Bot Registry and Sequentia Group, past chair of the Information Technology Association of Canada, a former tech columnist for the Globe and Mail who made Canada\u2019s Profit Hot 50 two years in a row, and a curious marketing technologist.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paid media can generate two things: awareness and action (in this case, permission). Here&#8217;s an overview of when to focus paid on permission and when to focus on awareness. 1. 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