What Being Sticky Means in Advertising

14 November 2008

In economics, the term “sticky” describes a situation in which a particular variable is defiant to change. You can see this with nominal wages, and how they’re said to be sticky. Various factors contribute to the “stickiness,” including unions, stubbornness, self-interest, and price regulations.

But in the world of advertising, especially on the web, “sticky” takes on a slightly different meaning, though not far removed at all. It’s easy to see a correlation between the two worlds. After all, the internet is the world’s most accessible economy, and what possible better way is there to advertise?

Being sticky in advertising basically means that your advertising approach isn’t a cheap and sleazy come-on; it’s more personable and believable. For an example of this, just check out the many millions of blogs and see how the homey feel and the do-it-yourself appeal can easily sell a person on anything from a simple ad click to a high definition television.

Sticky marketing on the web is a mega-trend that seems relentless at this juncture. Ironically, if you were one of the millions brought up through the white-collar, go-getter, big spender economics classes, this form of putting in less and receiving more is a slap in the face of previously accepted advertising principles.

It’s relatively easy - though tedious if you’re a newcomer to the arena - to get yourself deeply involved in sticky advertising. The first thing you have to do is get your name out there, so to speak. You want to be proactive in this; involve yourself in various activities. Also, write and distribute material.

Any form of press is good press, and a press release in circulation can pick up a lot of buzz. With a little writing talent, you can spark curiosity and drive people to you. Blogging is also a great tool. Many host sites offer free blogs, and as long as your content is regularly updated, your blog will receive views. Eventually, you’ll learn some tips and tricks to receiving more views, like visiting other people and leaving comments.

You can create your own videos and verbal commercials and advertise them on the web. A site like YouTube is a perfect venue for an introduction of yourself and some personal info. You can also kill that website you have (unless you need it for sales) and just use your blog. It’s far more personable that way. Being “sticky” may require a lot of effort in the time department, but the results are well worth the wait.

When you’re “sticky” in advertising, you’re remaining in people’s minds and at the top of their search engines. You can build up your rank with whatever you’re trying to sell. You’re not the “bad guy” business mogul with this approach. Instead, you’re the everyman, just trying to spread the word about what you have to offer. People appreciate this, and moreover, they remember it.