Wrong strategy: How ads can exert negative effects on companies’ reputation?

Web advertising has changed a lot in recent years. The basic approaches and principles have also modified. The basis now is not importunity, but ecological approach. The main thing to remember is that a toxic advertising campaign can destroy your company and spoil the impression for many years. To prevent this, keep in mind the basic factors of bad advertising and correct marketing strategy promptly.

Unreliable information

A vivid manifestation of impatience on the part of the client may be caused by a significant decrease in the quality of content on your company’s official website. Most often this is due to the lack of growth of your business. At the same time, it can be clearly seen that the information presented on the page doesn’t correspond to reality. The worst thing that can happen is that you misrepresent the pros and cons of your product, or you overpraise your services.

Attention! Silencing critical information about the product also negatively affects the advertising campaign. The situation is aggravated if the advertisement is too intrusive and the campaign attracts influencers to promote it.

Usability of the site

UX/UI design plays a big role in the presentation of your brand. It should be convenient for customers to use the presented functionality of the site. One of the frequent disadvantages that occurs when designing online platforms is poor user interface and front-end design.

Images and text on the site should be opened on various devices and be compatible with various OS, including outdated ones. Otherwise, users will assume that you are forcing them to purchase the latest devices in order to use your Internet resource.

At the same time, remember that aggressive advertising, a lot of non-targeted offers can alienate regular customers.

“Cold” messages

If a user receives template letters, offers, universal promotions by mail, this can also negatively affect the brand’s reputation. Your offers should definitely strive for individualization.

Tip. If you are making mailing, be sure to include in the template of your offer the client’s address with his Name / Surname. This creates the feeling that special attention is being paid to the client.

Playing on feelings

It is a rather risky venture to use global catastrophes, epidemics and disasters as an advertising campaign promotion. This is a rather cynical step. People are likely to perceive the actions of your business as another way of making money.

Tip. Offers related to human tragedies can be turned in a positive way. You can promote volunteer programs so that when people buy goods, they transfer funds to foundations, patronage organizations, or send funds to help victims. Such solutions help people, and the brand gains more approval and trust.

Politics (again)

People immediately react with disapproval to everything that is somehow connected with political life. Therefore, the active and sudden promotion of some parties or ideas can negatively affect the reputation of the company for many years.

Tip. If you still decide to use a political subtext, you should clearly understand this direction and be faithful to the chosen philosophy. That is why it’s better to make such decisions only in those companies that are confident in the market. Otherwise, the brand may be considered a shell company.

Insults

An advertising campaign may not contain direct insults to specific communities or individuals. However, the disparaging attitude may be veiled. There will definitely be people and organizations who will not fail to catch you in intolerance or insulting attitude. That’s why it’s critical to be aware of trends in the world and society: you can offend someone without even intending to do it.

Tip. Not to become paranoid, it’s enough to know about changes in laws and the most famous corporate scandals. Hire wide-profile specialists who will be able to analyze the situation in the world and develop a competent strategy for promoting your brand. 

Big headlines

Headlines that use clickbaits cause disappointment, and then a flurry of negativity. As a rule, such tactics are deliberately used by PR organizations. Such solutions scare away not only new, but also active customers.

Ad display

Web advertising should be appropriate and should not interfere with viewing the main content. Pop-up ads are the worst part of the strategy. It often, being unexpected, slows down the loading of the page. In addition, it’s usually not targeted. Therefore, such advertising irritates visitors. Spam mailings also don’t bring anything good. Be sure to give the client a choice that, if desired, he could always easily unsubscribe from such mailings.

Ignorant usage of layout tools will also serve a bad service. The impression can be spoiled by an unsuitable color palette, sound accompaniment. With caution, you should use banners on third-party sites, since such an arrangement may be considered intrusive.

Personalized approach

Configure the ad so that the content matches the characteristics of the registered user. It can be a gender, age, sphere of interests, etc. Notifications should mostly inform only about handy updates.

Clear message

Your advertising should be useful. Each offer should contain a solution to the client’s problem. If your ad is only informational in nature, it is unlikely to be able to catch the attention of the audience. Then the question will arise: what can your brand give? It’s necessary to clearly understand the advantages of your product and present all its pros.

Abundance of advertising

The more you talk about the brand, the more annoying it becomes. The information should be presented in a dosed form. The same ad should not appear too often, otherwise the public will stop taking it seriously.

The company’s reputation directly depends on the brand promotion options. Try not to be intrusive and be sincere with your audience. Then, you will achieve your goals.