Breaking through the hearts of consumers with breakthrough advertising

Doom-scrolling at night could be a great time for an advertisement to capture a person's attention.

When making an investment, most people won’t buy a product without looking into it first. This is especially seen with larger purchases, such as a house or a car. But even the most minimal item that would only cost you $20 can have a customer on edge with purchasing it.

There are five stages a customer goes through before buying a product. Marketers refer to it as “the different levels of awareness”. The first stage of this is being totally unaware of the product, followed by someone having a situation where they need the product to resolve it.

The last three steps involve learning about what the product is, converting it into a purchase and turning them into a loyal customer.

Sometimes consumers can be more on edge when purchasing an item online, especially when they have never tried it before. The heavy taxes and shipping fees can drive the customer to ultimately not checkout the item.

Here's where breakthrough advertising comes in. This concept’s focus is to appeal to a consumer due to their hopes and desires, not by making a product just for fun. In a market that is over-saturated by advertisements in the digital media realm, it is important for companies to remember that they need to make a connection to their audience in order to persuade them more into purchasing their product.

Consumers who have a familiarity with your product will always give you the upper hand when debating on purchasing the item. A good, emotionally triggering advertisement will set you aside from your peers.

People enjoy online shopping because of the simplicity it brings. Someone can easily purchase something and get it delivered without even having to leave their bed. This also helps the consumer go through the marketing funnel quicker as well. They can gain brand awareness and end up with a purchase all within the same day. 

Social media has made this better, and worse. On the positive side, social media can help place your product on the frontline of consumer’s phones by either using influencers to promote your product or the algorithm from the platform.

Having an influencer promote your product is a good move strategically. People have a natural tendency to trust someone they feel like they know and it makes the advertisement seem more authentic. 

With this promotion, you can also offer a discount code if they buy through the influencer’s post. This is a good incentive for the business, and the influencer because they will try harder to promote it. 

Nowadays, companies can not assume that someone will buy their product just because their ad is pretty. Since the market is oversaturated, there are so many brands offering a solution to the same problems. 

A good example of this is skincare. There are high end skincare like Nurx that can cost about $60, to CeraVe that is over the counter and can cost $15. 

An attractive advertisement is important to the consumer, but so it knowing your audience and relating to them on a personal level. Trust and connection is what drives a sale home.