1) Are you aligned with the native user’s mindset?
Users of native advertising are a little bit different: when they click they are after new content or exploring a website because they’re ready to discover something new. That’s why, successful content in native advertising often explores new concepts, entertains, or is informative.
2) Are you using enough pictures and videos?
These are the only type of content that look like they have a future in native.
Consumers are becoming increasingly visual and native ads have the ability to cater to that perfectly.
3) Are you segmenting your audience?
This allows the ads to go to the right place and at the right time! It qualifies consumers according to what they are actually interested in. Know your audience and optimise the results that data gives you. That way when you narrow down the focus you are pinpointing the right segments.
4) Have you aligned your headline and keywords…
…To the content in the ad? In this way you are sure fit in seamlessly with the context you are placed in. Like everything advertising- and content-related, performance will depend on your content and your audience.
5) How are you targeting?
Geo-location is the way forward. Local is key when it comes to certain types of business where geographical relevance is everything when it comes to the success of an advert.
Relevant ads for everyone are a double winner: they brings pros to both the consumers and the brand.
Distributing a relevant piece of information to the right person at the right time means the user is more likely to discover that they are interested in something they perhaps hadn’t thought of before- it widens their horizons. At the same time the brand has a higher chance of making a sale.
What is contextual advertising? Contextual advertising (also known as contextual marketing) is a form of targeted advertising, generally appearing on websites and in apps.
Different data for different brands Various elements can be considered for contextual advertising. Different brands will be interested in different data: for instance, location could make all the difference for a hotel or restaurant. • Language • Location • Weather • Time of day • Device • Preferred channel • Past behaviour • Purchase history
Even holding the above information, brands cannot be as accurate as they would like to be in how they organise their marketing strategy. In fact, it doesn’t help that users carry out a lot of their research outside of the brand’s area of impact. So, though traditional marketing campaigns are still vitally important, the other aspects of this journey give brands an opportunity to continue to have a powerful input.
What are the obstacles to contextual marketing? 1) The first obstacle to employing targeted ads is a lack of usable data. While we live in an age of big data, problems exist in utilising it in order to find out relevant information. 2) Technology: Connecting different data sets is partly a problem with existing technology.
Solution: “acting with context” By employing information regarding sales, CRM data, web data, reviews & feedback, and social data, you can build up a picture that will carry your campaign forward for any brand. For example, if you are going to target a particular profession on LinkedIn, your “profile” for that sector can provide information on how best to connect with that segment.