{"id":1328,"date":"2024-11-12T16:39:22","date_gmt":"2024-11-12T16:39:22","guid":{"rendered":"https:\/\/fob.in.ua\/mistecztvo-momentu-shho-najvazhlivishe-v-reklamnomu-povidomlenni\/"},"modified":"2025-09-17T21:21:29","modified_gmt":"2025-09-17T21:21:29","slug":"mistecztvo-momentu-shho-najvazhlivishe-v-reklamnomu-povidomlenni","status":"publish","type":"post","link":"https:\/\/fob.in.ua\/en\/mistecztvo-momentu-shho-najvazhlivishe-v-reklamnomu-povidomlenni\/","title":{"rendered":"The art of the moment: what matters most in an advertising message"},"content":{"rendered":"

Let\u2019s imagine two fruit stands near a metro station. Suppose it\u2019s December, and both are selling fruit. One sign reads \u201cTangerines.\u201d The other \u2013 \u201cSeedless tangerines.\u201d It\u2019s not hard to guess which stand will have the longer line. You might think this is about competitive advantages? Not exactly. What really matters is something else: do you even need fruit today in the first place? As you\u2019ve probably guessed, the most important thing in advertising is how relevant it is to the customer.<\/em><\/p>\n

If an ad doesn’t meet the customer\u2019s current need, you risk wasting money. This is especially true in digital communications and e-commerce. Smartphone users search for information about actions while they\u2019re performing them. That means abstract ad texts about product quality and guarantees don\u2019t interest anyone. People are looking for specific experiences and real-life scenarios. That\u2019s why guides, reviews, case studies, and testimonials are so popular.<\/p>\n

How do global brands address the issue of relevance? They rely on Big Data. A study by Boston Consulting Group claims that companies using data-driven marketing earn 20% more revenue than others. That\u2019s the average. Sometimes it\u2019s even higher. For example, Amazon uses purchase data to sell related products and generates nearly a third of its sales this way. User data is also widely used in copywriting to make messages clearer and more relatable to the audience. A vivid example from the outdoor advertising world is Spotify\u2019s pre-holiday campaign \u201c2018 Goals.\u201d It featured humorous wishes from the service based on users\u2019 listening habits. Agree, phrases like \u201cBe as loving as the person who added 48 Ed Sheeran songs to their \u2018I love Gingers\u2019 playlist\u201d stand out nicely compared to typical holiday greetings.<\/p>\n

Today, advertising communications and marketing are shifting from CRM systems and automation toward personalization. This includes efforts like Spotify\u2019s emotional targeting, where ads are shown based on the general mood of a user\u2019s playlist. Or weather-based triggers, where different ads are displayed depending on data from meteorological services. According to the 2018 Consumer Trends Report by the Kibo platform, personalization elements on a website\u2019s homepage influence the purchasing decisions of 63% of customers. The problem is that while Western analysts are seeing off the automation era and experimenting with personalization, most Ukrainian businesses have yet to master even automation. Nevertheless, every business, every brand, every trademark that thinks about the future must strive for relevance in its advertising. And to achieve that, a few simple things should be kept in mind:<\/p>\n

Specificity and relevance are not the same<\/strong>
\nWhen you write \u201cfree delivery within 1\u20132 days\u201d on a landing page, it sounds better than a vague \u201cpersonalized approach\u201d or the clich\u00e9 \u201cin-house production.\u201d<\/p>\n

But the real question is: is this truly an advantage? For many customers, free delivery might be something they already take for granted \u2014 a basic part of the service. \u201cWell, good,\u201d the user shrugs. Meanwhile, what actually drives the purchase could be a technical detail that seems minor to you.<\/p>\n

Create ads based on real situations<\/strong>
\nIt\u2019s not enough to consider facts. It\u2019s important to understand why people need your product, how they use it, and when they need it. To gain this understanding, it\u2019s best not only to talk directly with customers but also to observe them. Don\u2019t settle for surface-level answers. Don\u2019t assume you know your buyers. In reality, grandmothers selling goods in the subway might know more about their audience\u2019s needs than an experienced marketer puzzling over analytics reports. Don\u2019t distance yourself from people. Observe. You could spend a massive budget researching customer behavior, or you could just spend two or three days working at the checkout counter in your own store. What would you choose?<\/p>\n

Being relevant means finding new points of connection with people<\/strong>
\nRecently, the cosmetics brand L\u2019Or\u00e9al made a move to help boost its mobile sales. It acquired the makeup try-on app ModiFace, allowing users to test L\u2019Or\u00e9al products remotely.<\/p>\n

Relevance isn\u2019t limited to proper targeting. It\u2019s also about the ability to expand your presence and go beyond the 4P concept. To be where your audience is. To talk about things that matter to them. Not to broadcast from a TV screen during prime time, but to complement the audience\u2019s lifestyle. A business that wants to stay relevant must learn to build relationships with its customers, become closer and more accessible. To respond not only to the question \u201cDo you have it?\u201d but also to \u201cWhat will it look like?\u201d and \u201cWill it work for me?\u201d<\/p>\n

Study the people you work for. Consider their interests. And be relevant.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Let\u2019s imagine two fruit stands near a metro station. Suppose it\u2019s December, and both are selling fruit. One sign reads \u201cTangerines.\u201d The other \u2013 \u201cSeedless tangerines.\u201d It\u2019s not hard to guess which stand will have the longer line. You might think this is about competitive advantages? Not exactly. What really matters is something else: do … Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":961,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111,107],"tags":[143,137,163],"industries":[125],"class_list":["post-1328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-strategy-en","tag-marketing","tag-retail","tag-strategy-en","industries-retail"],"acf":[],"yoast_head":"\nKey principles of advertising messages: what is important<\/title>\n<meta name=\"description\" content=\"How to create advertising messages that work? We look at the principles of effective marketing content. 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