By Jim Klunk, president, Klunk & Millan Advertising

Evolving digital technologies has created dramatic changes to the way we communicate, and in no industry is this more apparent than in advertising. The way information is communicated and the speed at which it is disseminated has had a profound effect on advertising, from strategy to tactics and measurement. To keep up with the trends, there are a few rules of thumb:

Jim Klunk: Rule number one is to break through the clutter.

Be concise. Rule number one of advertising is to break through the clutter, whether it be on- or offline. With the amount of advertisements consumers are flooded with every day, it is important that your message be quickly digestible. Image-based content makes this effective and possible. Graphics are short, sweet, and to-the-point and can live across a variety of mediums.

Be available. Now more than ever, consumers are constantly connected and willing to share their opinions of their purchases and experiences. It is marketers’ role to make customers feel that their voice is heard, their opinion is appreciated, and their needs are satisfied. Because of this, social media marketing is now requiring a more focal role. Just a few years ago, businesses were limited with regard to the social media networks they could implement into their marketing campaigns, mainly Facebook, LinkedIn, and Twitter. Now, others like Pinterest, Google+, Tumblr, Instagram, and Slide Share have surged in popularity and have provided businesses with a plethora of new options for communication. Businesses can now build their audiences across more channels to open the lines of communication and encourage two-way engagement.

The greatest shift in advertising has been the growth of mobile marketing. According to Advertising Age’s Mobile Fact Pack, the use of smartphones and tablets now outnumber desktop computers, and the growth of connected devices will continue throughout 2014. In fact, in North America, 2013 marked the first time that online access is greater from mobile devices than desktop or laptop. Knowing that smartphones and tablets are becoming the primary, not secondary, source of surfing the web, checking email, and performing searches, advertisers must adapt by activating complete multiscreen viewing tactics.

Be relevant. Mobile audiences expect mobile messages to be more tailored and customized than traditional advertising. By geotargeting and segmenting your audience, you can relate and speak directly to your consumers. And while traditional advertising is certainly still effective and important, 65% of individuals start searching for information on a smartphone, according to a Google Multi-screen World Study.

By incorporating digital technologies such as responsive (resize to device) and parallax design (scrolling technique) for web, maximizing the search engine optimization, remarketing, and creating ads designed intelligently for mobile (i.e. tap to call), the strategic combination of tactics can make a big difference in effectively reaching your target audience.

About Klunk & Millan

Located in the Lehigh Valley, Klunk & Millan is among the region’s top full-service advertising agencies, serving prominent B2B and B2C clients who market their products locally, regionally, nationally, or globally. Klunk & Millan offers integrated marketing communications services including branding, research, strategy, website and interactive development, online advertising, media planning, public relations, social media, and tradeshow support.

For more information, call 610-973-2400 or visit KlunkMillan.com.