A curious question, isn't it?
In fact, 'advertising' is so much a part of our daily lives that we consumers sometimes don't pay attention to it anymore.
At least, not until we are in charge of a company.
In which case, the perspective changes quickly.
Advertising seems to be a given, but do you know why it is so important?
Advertising: a credibility challenge
Most people would agree that advertising is an important part of a communication strategy.
This is its primary goal: to inform consumers of the existence of your product and/or service.
This is called increasing the visibility of the offer.
Next comes the question of marketing. An advertisement must encourage your prospect to buy.
More than that: it must anchor your brand image and help to build brand awareness.
The third of these roles is much less obvious... But it's not a trivial one: an advertisement must give you credibility with your audience.
And for good reason: a company that promotes the quality of its products with a relevant and well-founded argument naturally appears more qualified than a company that is quiet!
What is credibility in the digital age ?
The concept of credibility is not new.
And while establishing credibility in 1921 was not the same as doing so in the digital age, the criteria on which consumers rely have remained much the same.
In 2017, the American psychologist Robert B. Cialdini theorised about this and defined the six psychological principles that he believes are necessary to convince a prospect.
Didn't anyone ever remind you how important it was to smile when you were a child? In any field, sympathy can open many doors, including in advertising.
Content that radiates dynamism is more likely to be convincing than content that oozes pessimism.
This is the principle of "give and take", which is expressed in many ways, for example through promotion. If you are generous with your target, it is likely that it will return the favour!
Please note: we are still talking about credibility, not financial gain.
In other words, the gestures made by a brand and its relationship with its customers are all arguments likely to convince them to subscribe to a newsletter or to praise its merits to their friends and family.
Authority here is synonymous with expertise. A company perceived as an expert is de facto credible.
In the digital age, this often implies a high level of digital activity: publication of high value-added content, sharing of relevant data, partnerships with other specialised players, in short! The possibilities are legion.
4. Social proof
The larger your community of loyal customers, the more attractive your brand will be to the rest of the world.
It's a proven fact: we unconsciously link popularity to trust AND credibility.
Think of the success of platforms like TripAdvisor... Testimonials on the web are worth their weight in gold. Remember that.
Again, this is an almost unconscious process: rarity is equated with the notion of quality.
The phenomena of private sales, limited editions or Black Friday are perfect illustrations of this.
As for their success, proof has been provided of the power of their impact on the public!
The last of these six principles, but not the least. Consistency is crucial to the sustainability of your business.
Would you trust someone who doesn't deliver? Chances are you wouldn't! Well, it's the same concept.
If you speak with confidence, you will appear credible and your customers will be loyal. Quite simply.
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