Advertising Media & The Fashion Industry
Advertising Media & The Fashion Industry | Ruth Kelly
What is Advertising Media? The term Advertising Media simply refers to the channels through which an advertisement is displayed to the end user. Today, businesses have a multitude of options when it comes to choosing advertising channels, from television, newspapers, radio and outdoor advertising to online advertising.
At Group Fashion Agency, we specialise in online advertising media with a particular focus on social media advertising. Did you know that more than 3.6 billion people use social media globally, with a 10% increase predicted by 2025 (Chen, 2021)? The most popular social networks worldwide include Facebook, YouTube, Messenger, WhatsApp and Instagram - the advertising possibilities are truly endless.
Online advertising media offers many key advantages over traditional advertising. Online advertisers can target their ads towards users based on their demographics, interests, internet searches and more. Not only that, advertisers have access to insightful metrics and reporting such as the number of seconds their videos are viewed, the number of times a link was clicked and whether a user completed a specific action on their website. This pales in comparison with data available from traditional advertising media. For example, if your business decides to run a newspaper advertising campaign, it will generally be less targeted and will offer little insight into the performance of the advertisement (Evans, 2009).
In recent years, many of our fashion clients with a young customer base have found particular success with Instagram advertising. Instagram is a relatively new advertising media channel with ads launched for the first time in 2013. The Instagram platform has grown from strength to strength. Today, Instagram has more than 1 billion monthly users worldwide and its largest demographic is women aged between eighteen and twenty-four. (Chen, 2021). Instagram offers a wide range of targeting options for example, by location, demographics, interests, behaviours, custom audiences, lookalike audiences and automated targeting (Instagram, 2021). The highly visual platform is perfectly suited to fashion retailers. Instagram have published a number of case studies online which profile companies who have used Instagram advertising to build their brands and convert users. For instance, Fashion retailer ONYGO achieved an 11-point lift in brand awareness and ad recall amongst their target audience after running an Instagram advertising campaign which featured Rita Ora (Instagram, 2021).
Whichever platform you choose, planning the goals and objectives for your digital media advertising campaign, along with how you will measure performance, is crucial for success. IAB UK (2021) advises following the below checklist when planning digital media ad campaigns:
Defining the campaign objectives
Setting KPIs to reflect your chosen objectives
Organising data requirements for the campaign
Integrate multiple tools within the campaign
Test & learn
At Group Fashion Agency, our team can help your business by managing your online advertising media campaigns, or through holding workshops with your marketing team and passing on our expertise. We can assist you with all aspects of online advertising from planning, measuring and content creation to advising on budgets and analysing campaign performance.
Keywords: #OnlineAdvertising, #OnlineFashionAds, #AdvertisingMedia, #InstagramAds, #DigitalMarketingAgency
References
Chen, J. “36 Essential social media marketing statistics to know for 202” Online Article. Available at: https://sproutsocial.com/insights/social-media-statistics/ [Accessed 14th February 2021]
Evans, D., “The Online Advertising Industry: Economics, Evolution, and Privacy” Journal of Economic Perspectives—Volume 23, Number 3—Summer 2009—Pages 37–60
IAB UK (2020) “Measuring Digital Advertising in a Multimedia Context. A Guide and Toolkit” Online Article, Available at: https://www.iabuk.com/measurement [Accessed 14th February 2021]
Instagram ‘Build Your Business on Instagram”. Online Article, Available at: https://business.instagram.com/getting-started [Accessed 14th February 2021]
Instagram ‘ONYGO”. Online Article, Available at: https://www.instagram.com/onygoshop/ [Accessed 14th February 2021]
The Importance of Advertising Media for The Fashion Industry | Louise Grant
ReplyDeleteAdvertising Media looks at analysing and choosing the most cost-effective media and promotional campaigns to promote advertising messages to a target audience (Javan, 2018). Now more than ever social media advertising is playing a prominent role in the communication of promotional messages for online retailers in the fashion industry. Online advertising media allows fashion brands to promote their products, improve customer service, divert traffic to different platforms and maximise sales.
With such a high volume of competition, fashion companies are facing increasing pressure to stand out and produce quality content against their competitors. Many online fashion retailers are using social media to create brand awareness and generate traffic to their website. User-generated content is used in online advertising to share posts of different products to get the user- generated pictures across different social networking platforms.
ASOS is a huge powerhouse that has achieved great success in the online market. The company’s success comes down to their user-friendly website, including different browsing mechanisms to find something for everyone. These online fashion companies will pay for ads to appear on different platforms, creating traffic. As a Website’s conversion rate is an important metric, these web retailers will invest significant efforts to manage the functionalities of attracting and converting visitors (Ayanso and Yoogalingam, 2009).
References
Javan, H. T. et al. (2018) ‘A hybrid advertising media selection model using AHP and fuzzy-based GA decision making’, Neural Computing & Applications, 29(4), pp. 1153–1167.
Ayanso, A. and Yoogalingam, R., 2009. Profiling retail website functionalities and conversion rates: A cluster analysis. International Journal of Electronic Commerce, 14(1), pp.79-114.
Trending Advertising Strategies | Rachel Mullins
ReplyDeleteSocial advertising may still be on the rise but it is a preferable way of advertising because it’s not expensive. Whether you are a company with a luxurious brand such as Burberry or a new up and coming brand with a little marketing budget, social advertising is affordable using advertising media. According to Gartner analyst, Zoey Tang (2019) fashion businesses have a lot of reasons to be active internet users on social media seeing as 37% of internet users follow their favourite brands on social media.
Burberry, the ninth most luxurious fashion brand in the world recognizes that the younger GEN-Z cohort will have a strong influence on how the luxury market will evolve so they launched a campaign on Tik Tok which gave them 84 million views on a hashtag challenge #TBChallenge in which they did last year. The point here is that social advertising does not only give fashion companies a larger audience than traditional marketing but it allows companies to constantly keep track of their marketing ad campaigns. It is a trend that you must join to grow your fashion business (Johnson, 2019).
References
Johnson, S.,. (2019),Social Media Marketing in 2020: Secret Strategies for Advertising Your Business and Personal Brand On Instagram, YouTube, Twitter, And Facebook. A Guide to being an Influencer of Millions In 2020 (e-book). Accessed 17/02/21, available at: https://www.scribd.com/book/408570513/Social-Media-Marketing-in-2020-Secret-Strategies-for-Advertising-Your-Business-and-Personal-Brand-On-Instagram-YouTube-Twitter-And-Facebook-A-Gui
Gartner (2019), Pay attention to Tik Tok. Accessed on 17/02/21, available at: https://www.gartner.com/en/marketing/insights/daily-insights/pay-attention-to-tiktok
Trending Advertising Strategies | Rachel Mullins
ReplyDeleteSocial advertising may still be on the rise but it is a preferable way of advertising because it’s not expensive. Whether you are a company with a luxurious brand such as Burberry or a new up and coming brand with a little marketing budget, social advertising is affordable using advertising media. According to Gartner analyst, Zoey Tang (2019) fashion businesses have a lot of reasons to be active internet users on social media seeing as 37% of internet users follow their favourite brands on social media.
Burberry, the ninth most luxurious fashion brand in the world recognizes that the younger GEN-Z cohort will have a strong influence on how the luxury market will evolve so they launched a campaign on Tik Tok which gave them 84 million views on a hashtag challenge #TBChallenge in which they did last year. The point here is that social advertising does not only give fashion companies a larger audience than traditional marketing but it allows companies to constantly keep track of their marketing ad campaigns. It is a trend that you must join to grow your fashion business (Johnson, 2019).
References
Johnson, S.,. (2019),Social Media Marketing in 2020: Secret Strategies for Advertising Your Business and Personal Brand On Instagram, YouTube, Twitter, And Facebook. A Guide to being an Influencer of Millions In 2020 (e-book). Accessed 17/02/21, available at: https://www.scribd.com/book/408570513/Social-Media-Marketing-in-2020-Secret-Strategies-for-Advertising-Your-Business-and-Personal-Brand-On-Instagram-YouTube-Twitter-And-Facebook-A-Gui
Gartner (2019), Pay attention to Tik Tok. Accessed on 17/02/21, available at: https://www.gartner.com/en/marketing/insights/daily-insights/pay-attention-to-tiktok