As the New Year progresses most companies a busy rethinking their digital marketing strategies for the year, as marketers read through article and article trying to figure out the latest or biggest trends for 2014. We must still focus on the main objective, Advertising.
There are three big trends to online advertising this year and we at granite have taken a detailed look into what we think will have the most effect and produce the most conversions for clients in 2014.
1. Native Advertising / Sponsored Advertising
Native advertising is the ability to tuck a brand message into the editorial experience in a seamless and responsible way, creating a story and target audience research is crucial for success. By working with influential and highly skilled individuals you can find, and sponsor content to promote your brand and product.
Native Advertising is probably the hardest style of advertising to master and it takes a lot of imagination and creativity,
To create good Native Advertising there are techniques and pointers to consider before creating a campaign –
- Find influencers that lead not follow. There are thousands of bloggers and media personnel that don’t start the conversation, they follow it. By listening, following you gain a good understanding of what the current topics of targeted audiences are thus allowing to create your own opinion/spin on relevant subjects.You want to work with people that start the conversation not just people who amplify it. They will guide you towards connecting with their readers.
- Create an experience. It’s not just the content. It’s about creating a user experience to draw someone in, piece with video, music, HTML 5, parallax effects, are all features to create a story and experience for the user. By creating a piece with well crafted edits, stunning images, immersive video with text overlay and innovative design to create a magical digital experience. Suddenly it’s hard not to get pulled in and feel something – in a whole new way.
- Don’t compromise quality. Many companies clutter up space and ruin design with too much advertising thinking quantity creates higher conversion rates but this can be the complete opposite and can actually harm conversion rates, quality not quantity wins over in the Native advertising stakes and compromising quality is just as bad. Multimedia skills are what shine in this area a cross platform is essential to create that great user experience, Doesn’t your brand equity get damaged by sponsoring lame content?
- Be transparent – and have fun with it. Work closely with you Native Ad content creator weather it be in-house or external. By fully understanding the goals quality will be produced and if it’s a great experience for the reader, everybody wins.
2. Contextual Advertising
Contextual Advertising is more of a direct root to the source so to say, there are different theories of exactly what contextual Advertising is some say Contextual advertising is designed to align with the media property in which it appears i.e. if you are browsing for cars then the user will see adverts for tyres, oil, crash repair garages content that is related to the page. Another theory is that contextual advertising refers to user behavioural targeting, if a user browsed for a product then went onto facebook that products advert will show up in the users facebook feed.
But there is a down side to contextual advertising and it all depends on the user and what they are doing at the current time
- If the user is in search mode then Contextual Advertising has a positive effect and will provide the user the Answer, solution or product that they are searching for.
- If the user is in browse mode then directing paid adverts at them will not return any conversions and will simple be over looked
Ad words Re-marketing is an action taken by marketers to reintroduce a product or service that a user desired but didn’t take any action at the time. Re-marketing has been steadily growing over the last 12 months and is surprisingly cost effective when compared to other forms of marketing it relies heavily on cookies so be warned Whether you are already doing re-marketing or are looking to start, you need to ensure that you are compliant with the cookie law. When a user views a website or product the user is tracked by cookies as the user continues to browse adverts for the product will be directed to follow the user. This is a very good way to get undecided conversions but re-marketing must be tracked in its self, if your campaign has acquired a conversion that intended user must stop being tracked to avoid irritation with the brand and wasted promotion expenditure.
- All site visitors – Basic re-marketing to increase brand awareness, increase traffic all pages of a website.
- Undecided / Almosts – Physically clicked through or placed items into shopping cart but didn’t convert, here your re-marketing efforts should be aimed at shopping cart / landing pages
- Members – Some websites have log in areas to find out more information on products or services, targeting re-marketing on these pages the user is guaranteed to view adverts of interest.