Business • Ecommerce • Ana Gotter June 20, 2018 Ana Gotter• June 20, 2018 Ecommerce advertisers spend a lot of money creating and running
campaigns designed to help them sell more. We use stories, fast facts and marketing tactics to put our content in front of our target audience, hoping it connected with them in some way. But when it comes to advertising, are you marketing your products, or your business itself? Do you know the difference? Though the lines between these two factions can be blurred, it’s important to understand whether your specific campaigns are focused on product advertising or institutional
advertising. If you aren’t sure, your campaigns will become muddled and you won’t get the results you want. In this post, we’ll help you sort out the differences between the two, along with best practices for each and some tips on when to use them. Product advertising focuses on promoting specific individual products, while institutional advertising focuses on promoting your overall brand. This
may sound like there could be some overlap, and there inevitably is to an extent, but the underlying objective of each is different, and that’s important. Product advertisements are trying to sell specific products immediately. Institutional advertisements are all about brand recognition and brand reputation. The latter is a more long-term approach to getting sales or leads, but it’s no less important. Let’s look at an example. Pandora is a jewelry brand that sells charm bracelets that are
made for women. This ad from Pandora is an institutional ad, designed to introduce the brand to new customers or remind past customers about them. They’re going for romance in their ad, building a connection through an emotional memory so that users will hopefully remember them. And then, for a good example of a specific product ad, check out the image below. It’s highlighting a specific product collection—their Pandora Shine collection. Its big feature is the 18k gold-plated jewelry, which is all inspired by nature. These are specific benefits and facts about a specific product line, designed to increase sales on these particular items. The difference between these two campaigns is striking. One is all about building brand awareness and hopefully driving traffic to the site, where users may browse to see if they find something. The second is about getting sales on a specific product line…and hopefully quickly. They go hand-in-hand together alongside each other, but they’re each serving distinct purposes. Which Should I Use?Most businesses need a combination of both product advertisements and institutional advertisements. Both campaigns will complement the other: product advertisements can reinforce brand image and institutional advertisements lay an essential foundation of trust that will help your product ads be more effective. You need both. Many often use platforms like Facebook Ads to promote their institutional ads, helping new users discover the brand and get an idea what it’s about. Then, they’ll use either retargeting through Facebook Ads or search ads with AdWords to drive product interest and sales in interested users. I have a strategy that I use with about 80% of my clients. I have institutional ad campaigns running constantly, updating them when the engagement, clicks, or frequency on Facebook Ads drops. These are most frequently designed to attract new customers and introduce them to the brand. I also create new product advertisements at least every other month, which offer specific selling points of different products and address specific pain points. These can be used for AdWords or be run with Facebook Ads targeting users who have recently engaged with the brand awareness campaign or users who have visited the site recently. Best Practices for Product and Institutional AdvertisementsIf you’re ready to create high-converting ads, you’ll realize early on that product advertisements and institutional advertisements have different best practices. That’s because they’re focusing on different goals. For best results with product advertisements, you should:
To get the maximum results with institutional advertisements, the following best practices apply:
Final ThoughtsIf you don’t know the difference between a product advertisement and an institutional advertisement, you’ll risk derailing your campaigns because you’re unable to truly optimize for either. There will be some overlap in how you’re marketing your products and your brand, and that’s okay—this shows consistency. That being said, you want to make sure that your campaigns are focused, with clear goals and specific objectives in mind. Once you tailor the copy and targeting to match those objectives, your campaigns will be just fine. What do you think? Do you keep your product advertisement and institutional advertisement campaigns separate? Which do you use more frequently? Do you use both? Share your thoughts and questions in the comments below! Leave a commentWhat is the difference between product advertising and institutional advertising?As mentioned, institutional advertising promotes your organization's overall brand while product advertising focuses on a specific offering. When developing a marketing strategy, determine which of those concepts aligns with your objectives.
What is institutional advertising quizlet?Institutional advertisements are used to build goodwill or an image for an organization. They include advocacy advertisements, which state the position of a company on an issue, and pioneering, competitive, and reminder advertisements, which are similar to the product ads but focused on the institution.
What is the difference between product and non product advertising?Advertisements exist to sell something to an audience, but they don't always feature a product to sell. When a business trys to promote an idea that it considers important, it's engaging in a type of marketing known as non-product advertising.
What is product advertisement?Product advertising promotes a brand's specific product rather than the brand itself. These advertisements focus on selling products based on their features and benefits rather than brand reputation or brand recognition.
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