These are text, graphic or video ads that tell about the company’s offers and lead to its website or other resource. Contextual ads are show to users who are already looking for similar products by entering the corresponding search queries. Contextual and target advertising ads are configur for the target audience by its age, geographic, behavioral and other characteristics, so success greatly depends on the quality c level executive list of its definition. Contextual and target advertising . Ads are place on social networks, on websites and portals or in search results, after the user enters the target query.
The tool is mainly use:
- to attract users interested in purchasing (searching for a product in a search engine or visiting thematic sites). In this case, a direct sales offer with a clearly formulated USP will do;
- to promote regularly needed services (delivery of drinking water, cleaning) or to return users who have already been on the but how is it beneficial for them? advertised resource and have not performed the target action or have performed it, but we can offer to repeat it. It is convenient to use the option of periodic reminders here;
- for expensive goods that buyers choose for a long time. To work with this segment, it is especially important to correctly build the content of the page to which the ad will lead the user.
Contextual , targeted advertising gives quick results (a correctly configured ad brings in the target audience on the very first day), helps to promote recently created websites and is convenient because the campaign efficiency can be easily calculated and adjusted. The downside of convenience and speed is the high requirements for the quality of the settings, the need to constantly analyze the efficiency and update ads, and constantly pay for advertising. If you configure the settings incorrectly, the funds will be wasted.
Teaser, banner and viral advertising
Banner advertising. Placed on websites in the form of eye-catching ads with images and large text. Helps increase brand awareness Contextual and targetadvertising and encourages a visit to the resource (at least out of curiosity).
Teaser. Like banners, it creates buy lead demand for a product that users do not have a direct need for. One click on an ad costs the customer less than contextual and targeted advertising. However, the costs will be constant. To make them pay off, you need to choose the right platform and set up ads.
Viral content. It is created by marketers (in the case of advertising), but distributed across the Internet by the users themselves. If you correctly calculate their reaction, the tool can increase the recognition of a site or brand tenfold and reach a huge audience with minimal costs.
Content Marketing and Native Advertising
Content. Useful, interesting content for users is becoming increasingly important for web marketing. It quickly and effectively increases trust in the site, demonstrates its expertise, turns the user into a loyal buyer or regular visitor. However, you cannot expect quick results from this type of promotion. At the same time, it requires a lot of effort, time and resources.
Native advertising. Externally similar to natural, useful content. The main difference is the unobtrusive stimulation to perform a target action embedded in the text. The purpose of native advertising can be simply to familiarize a potential buyer with the company’s activities, to develop expertise. For this, texts are placed on large resources that are in demand among a wide audience.
Native advertising does not cause “banner blindness” and is especially effective for large or growing, ambitious brands. For it to work and pay off, you need to:
- choose the site accurately, even if it takes a lot of time;
- take an uncompromising approach to content quality, fact-checking, and sources;
- use easy-to-understand texts written in a language understandable to a wide audience.
Email Marketing, Messengers and Omnichannel Platforms
Email newsletters. They still remain a fast and inexpensive tool for interacting with existing users and attracting new ones. For it to work, you need to carefully approach the templates, texts (give them really useful, interesting information) and carefully send letters to a new audience so as not to fall under the spam filter.
Messengers. Users are increasingly switching from traditional email to messengers. Brand and company websites can use them to attract a young, active audience, create a convenient platform for online consultations, appointments, marketing newsletters, and so on. For messengers to be effective, you need to:
- send only useful information, do not spam;
- use them in conjunction with other communication channels.
Omnichannel platforms. Allow you to communicate with the client in all ways available to him, while remaining in a single environment. This will allow the business to get a complete picture of visitors, and will simplify communication for the user.
The number of Internet marketing tools is constantly growing. To remain effective, you need to constantly expand your presence zone, but at the same time be able to effectively use all available methods of increasing the target audience and sales.
