Digital Strategy

4 Tips Kapan Saatnya Menggunakan Social & Display Ads

June 10, 2017

Kanal untuk beriklan, dan memasarkan produk di ranah digital memang sangat beragam. Kita kadang dibuat bingung, kanal mana yang harus dipakai? Mana yang paling cocok dengan tujuan? industri? atau dengan tahapan yang sedang dilakukan. Sebagai pemasar, & founder startup digital, sering kali kebingungan menentukan prioritas, mana yang paling sesuai.

Baca Juga:Mengapa AISAS Tidak Lagi Relevan Untuk Digital Startup?

Kali ini saya akan membahas mengenai social & display ads. Social ads kaitannya dengan berbagai bentuk iklan di media sosial seperti Facebook, Twitter, Youtube, Instagram dll. Sementara Display Ads bentuknya banner, yang bisa Anda beli langsung ke medianya, atau melalui ad network, seperti Google atau ad network lainnya yang mempunya inventory berbagai macam website dan blog dalam jaringan mereka.

Baca Juga: #BookReview: Traction How Any Startup Can Achieve Explosive Customer Growth

Lalu iklan social & display ads ini cocok untuk apa?

Apabila produk atau jasa layanan kita, adalah kategori baru yang belum diketahui konsumen

Seringkali ini terjadi di startup, mereka membuat inovasi yang disruptif yang sama sekali baru atau menggantikan produk konvensional yang ada. Misalnya Anda membuat jejaring arisan online seperti Okupo, atau peer to peer lending semacam Amartha.

Ini termasuk dalam kategori produk baru, yang belum ada sebelumnya. Oleh karena itu, kanal ini cocok untuk memperkenalkan ke audiens yang potensial. Ini lho ada produk baru yang mungkin kamu minat, dan sesuai kebutuhan, walaupun tidak terpikiran sebelumnya.

Apabila produk atau jasanya bisa dibeli secara impulsif

Kalau Anda menjual fashion, aksesoris, atau jualan pernak pernik yang harganya di bawah 300 ribu, iklan tipe ini sangat cocok karena konsumen bisa langsung membeli tanpa perlu berpikir panjang. Mereka mungkin tidak butuh, tapi ketika melihat iklannya kok keren ya, jadi butuh dan beli.

Kalau kaitannya dengan startup, misalnya Anda membuat startup game. Game online yang dibikin bisa dimainkan dengan gratis sampai dengan level tertentu. Iklan ini pastinya akan dengan mudah mendorong konversi ke trial game-nya. Kata kuncinya di sini adalah konsumen bersifat pasif.

Apabila Anda ingin mengingatkan konsumen tentang produk Anda, atau membuat mereka lebih yakin dalam membeli.

Beberapa produk itu tidak seketika itu akan dibeli, secara alamiah konsumen akan melakukan riset dulu beberapa kali, tanya sana sini, membandingkan sana sini. Baru kemudian melakukan pembelian, atau eksekusi. Misalnya Anda membeli tiket, pesan hotel, membeli gadget terbaru dll.

Oleh karena itu tipe iklan semacam ini sangat cocok untuk menyapa kembali, mereka yang sudah tertarik, tapi belum mengeksekusi bisa jadi karena masih menunggu, atau terlupa.

Konsep populernya disebut sebagai remarketing atau retargeting. Anda bisa mentarget mereka yang pernah membuka situs web Anda, retargeting berdasarkan database e-mail yang dimiliki, atau retargeting ke follower dan fans di media sosial.

Ketika ingin menciptakan viral di media sosial

Konten brand yang viral, selalu menjadi impian para pemasar dan pemilik startup, karena dengan begini akan menjangkau audiens secara gratis. Tapi untuk menciptakan viralitas, dibutuhkan bukan cuma konten yang menarik dan berpotensi viral.

Ketika saya mengikuti training Econsultancy di Singapura tentang Content Marketing. Konten brand yang viral, pasti dipasang iklan diawal untuk memantik viralitas. Iklan ini biasanya dilakukan di media sosial. Mengapa butuh iklan walaupun jumlahnya kecil? Karena butuh menjangkau sejumlah minimal orang, untuk membuat ledakan viral di calon konsumen.

Misalnya konten video web series “Sore” dari Tropicana Slim Stevia. Konten ini sangat viral, dan banyak sekali yang share karena ada iklannya juga di Youtube.

Baca Juga:6 Pelajaran Penting Dibalik Sukses Video Campaign Valentine Enchanteur

Apakah ada yang ingin menambahkan? Ditunggu komen dan pengalamannya di kolom komentar ya…

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