All sorts of advice are floating around when it comes to digital marketing. An interesting question was recently raised about online ads by a client. A potential customer was asked if repeatedly showing them the same ad could lead to”ad blindness,” a phenomenon where viewers stop noticing your ad after repeated exposures.
Here are some insights that might change your strategy after consulting with an expert in the field. Interestingly, we found that the commonly cited advice about ad frequency isn’t as helpful as it seems.
The Controversy: How Many Times is Too Many?
It’s not uncommon to hear that you should keep your ad frequency under a magic number, often touted as”3.” This implies that you should aim for each individual to see your ad less than three times. The logic here rests on the assumption that seeing an ad too often leads to ‘ad blindness,’ a condition where the viewer starts to ignore the ad.
If you’re looking for a Digital Marketing Agency in Hamilton or anywhere else, you’ll quickly realize this isn’t a one-size-fits-all solution.
Familiarity and Trust Through Repetition
Let’s put it simply: this generic advice about ad frequency is misleading. You can sometimes benefit from repetition. For example, sales wisdom suggests that you ask a customer at least seven times before they agree to make a purchase. Don’t think of this as a concrete rule but as advice on emphasizing the importance of staying persistent. Repetition can build trust and familiarity, and if you’ve got a strong message or product, seeing it multiple times could be a positive thing.
Think about billboards. They’re in the same place daily, visible to commuters who pass by them repeatedly. Despite this, the billboard industry continues to thrive. What’s the reason? The familiar breeds trust, and the familiar breeds trust.
The True Red Flags: A Sub-Par Website
In digital marketing, focus on other, more significant red flags instead of ad frequency. One of the most glaring issues? A sub-optimal website. If your website is outdated, difficult to navigate, replete with broken links, or filled with stock images that look fake, you’re already in hot water.
Trust and familiarity are built over time through your website. A poor website hampers your online ads and could erode your reputation among existing customers. Consult a professional if you have determined you can do a better job with your website. At our Digital Marketing Agency in Hamilton, we often migrate clients’ websites to our platform at no extra cost, fixing the existing issues and offering reliable support to keep the site up-to-date and professional.
Getting Started is Easy
When it comes to your digital marketing strategy, the first step is to assess the quality of your website. Invest in creating a reliable, professional online presence instead of worrying about ad frequency. When people click through to your website, they find a trustworthy brand waiting for them, enhancing the effectiveness of your advertising.
So, whether you’re a seasoned marketer or a newcomer diving into digital marketing, don’t get lost in the weeds over ‘ad blindness.’ Concentrate on what genuinely matters: building a robust, trustworthy online presence that converts leads into loyal customers.