Digital Advertising Mistakes To Avoid
                     Digital Advertising Mistakes To Avoid 
In The Post Pandemic
Jenny Knight
Writes for smb-corner.com 
Small and Medium Business Corner & 
SMB Corner
Along with a massive change in audience behavior after the pandemic with 
higher reliance on online buying, marketers are also witnessing a shift in 
the attitude of the targeted audience.
Before the pandemic, customers were quite forgiving. They would hope 
you have wanted. Even if you could not cater to their requirement, they 
would not mind giving you some more chances later. However, the 
pandemic has turned customers more stringent, and now they expect you 
have what they want. If not, they would abandon you and go elsewhere. 
With customers setting their expectations high, businesses have little or no 
room for committing mistakes in digital advertising.
Here are some mistakes to avoid while driving digital advertising campaigns 
in the right direction and getting the right results.
Lack of audience research:
The success of digital ads depends extensively on serving appropriate ads 
that arouse the interest of the audience. Not all ads hold the same appeal 
to the audience that want to see ads that are relevant and useful to them. 
To determine which ads they would like, you must research the audience 
continuously to identify their requirements and expectations precisely.
The information gathered from audience research should help to create 
realistic customer profiles based on which you can create ads that tick the 
right boxes. Never make the mistake of taking the audience for granted 
based on some earlier data because the mind of the audience can change 
at any moment.
Keep researching the audience regularly to have a finger on their pulse. 
Creating ad campaigns for an undefined audience is a wasteful exercise. eg
Ignoring personalization:
Personalization is critical to succeeding in digital advertising and overall 
marketing. Unless you create ads that have a personal touch it is impossible 
to connect with the audience. The ads viewed by the audience should give 
them a sense of personalization that encourages them to engage with the 
brand.
The biggest mistake would be to create a generalized ad campaign that 
does not address any specific customer segment. Follow the principle of 
‘horses for courses in creating digital ads campaigns so that it appeals to 
the psyche of the targeted audience.
Not giving importance to videos:
Since digital ads appear on digital channels across social media, the type of 
ad, static or dynamic, matters most. Since videos appeal to viewers, you 
must emphasize creating more video ads over static ads. Moreover, the 
social media channels like Instagram and Facebook promote videos much 
more on their platforms.
As of now, videos constitute almost 82% of consumer internet traffic which 
is enough reason to focus on creating video content for digital ads. Videos 
leave a long-lasting impression in the mind and have high brand recall value 
over static digital ads. Viewers can relate to brands faster when viewing 
video ads.
Quality rules supreme, and all digital ads must be of high quality to 
generate the desired level of engagement. Posting a few high-quality ads 
has a greater impact than several static ads posted repeatedly.
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