MARKETING
14 Copywriting Examples From Businesses With Incredible Copywriters
We’re all familiar with Flo from Progressive, right?
Stephanie Courtney, the actress that plays her, makes Flo memorable by capturing Flo’s quirkiness — appearing in everything from commercials to print ads, and social media posts.
And do you know who is behind all of that marketing collateral?
Copywriters. The ability to find the exact right words to tell your company’s story isn’t an easy feat, and it’s even harder to do so consistently.
So when we come across companies that are doing it successfully, we think their copywriters deserve a pat on the back (and a raise?). Take a look at some of the companies we think have stellar copywriting, and if you’re looking, maybe get some inspiration for your own brand, too.
Copywriting Examples
- Omsom
- Articulate
- Moosejaw
- First Round Capital
- Trello
- Velocity Partners
- Scotts Cheap Flights
- Cultivated Wit
- Cards Against Humanity
- R/GA
- innocent
- GymIt
- ModCloth
- Ann Handley
1. Omsom
Why we like it: Omsom’s copy is playful and authentic. Company founders, the Pham sisters, are able to share a bit about their culture, the ingredients, and make home cooking accessible and quick for visitors of all skill sets.
I typically enjoy cooking, but I don’t always have the time. Omsom has made me step my game up. Their ready-to-use starter pouches of spices and sauces have helped me churn out Asian dishes quickly minus the hassle of store-hopping and buying larger quantities than I need. Still, I always end up buying more than intended when I’m on their site because it not only looks delicious, but the copy is a huge motivator to click add-to-cart.
Right at the start, the homepage (pictured above) invites you to “rip, pour, and fire it up” and get ready to stuff your face. By focusing on ease and three simple steps, they’re able to make the value proposition that their product is not only tasty, but time efficient.
There’s also plenty of wordplay used. The founders, who have the last name Pham have worked it into various spots on the site, including their note welcoming visitors to their “Phamily.”
The language is the perfect balance of both playful — even calling out that the Pham sisters were rowdy youths in their definition of Omsom (above) — and no nonsense when it comes to ingredient quality.
2. Articulate
Why we like it: Articulate has nailed the pun game. It’s cheesy in a good way, and makes them more relatable to job seekers. Most people don’t want to just be a cog in a company’s machinery, so by adding some humor, Articulate sets itself apart from other corporate competitors.
Articulate, a HubSpot Agency Partner based in the U.K., is an inbound marketing agency, and their website copy is full of witty, confident copy on pages where you wouldn’t think you’d find it. Here’s exhibit ‘A’:
The copy above introduces Articulate’s “Meet the Team” page — not a page you’d think can pull off witty copy, right? Well, Articulate’s page goes beyond employee photos and their job titles.
In addition to the playful header, “not the usual blah blah,” the copy above takes on a farm theme, assuring visitors that employees aren’t simply “caged hens.” Rather, they’re a “free-range, artisanal, cruelty-free team.” Funny on the surface, but helpful to job seekers who, much like food, want to know where their work comes from and how it’s made.
3. Moosejaw
Why we like it: Moosejaw’s use of humor builds an emotional connection with site visitors — delighting them while providing information they can use.
Not many brands are brave enough to touch the products they’re selling with unconventional copy … but Moosejaw isn’t afraid to have a little fun.
The outdoor apparel outlet store uses humor as a way to sell their products without being overly forward about it. By appealing to people’s emotions, they’re more engaging and memorable.
Here are a few examples:
Same goes for the call-to-action buttons that show up when you hover your mouse over a product photo — like this one, which reads, “Look This Cool.”
Does their brand voice carry over to the product descriptions, you ask? See for yourself:
If you think the brilliant copy stops at their homepage, think again. They extend it to their return policy, too. Here, they do a great job of not sacrificing clarity for humor. Their copywriters successfully made people laugh while still being helpful.
4. First Round Capital
Why we like it: First Round Capital uses language to empathize with their readers. Starting a company is challenging, and First Round Capital understands that and conveys they are there to help.
While a sign of great copywriting is making people smile, another is making people feel understood. The copywriters at First Round do a phenomenal job at letting the value of their offerings for their customers sell themselves.
For example, they hold over 80 events every year connecting their community together. Instead of just explaining that they have events and then listing them out, they begin that section of their website with a simple statement that hits close to home with many entrepreneurs: “Starting a company is lonely.”
Using words like “imperfect,” “safety net,” and “vulnerable” encourages readers to let their guards down and feel understood by the brand and their community.
Plus, you’ve gotta love that last line about stick-on name tags. Those things get stuck in my hair.
5. Trello
Why we like it: Trello’s text is clear and concise, which is exactly what users need in order to learn how to use the product. Switching project management software can be a challenge. Trello’s copy makes sure new users don’t get left behind.
Do you know what Trello is? If the answer is no, then behold the copywriting on their website. Their product description — like most of the copy on their site — is crystal clear:
And then check out how clear this explainer content is:
Some of the use case clarity can be attributed to how smart the product is, but I think copywriters deserve some credit for communicating it clearly, too. They call it like it is, which ultimately makes it really easy to grasp.
And I couldn’t write about the copywriting talent at Trello without including the clever references in the microcopy of their login page:
Each time you refresh the login page, you see a different, equally clever example email belonging to a fictional character, like Ender from Ender’s Game and Dana Scully from The X-Files — a great example of nostalgia marketing. This is a small detail, but nonetheless a reminder that there are real humans behind the website and product’s design. Delightful microcopy like this kinda feels like I just shared a private joke with someone at the company.
6. Velocity Partners
Why we like it: For David Kessler of Velocity Partners, less is more. His use of “word economy” delivers engaging, powerful content in a concise manner.
No post from me about excellent copywriting would be complete without mentioning the folks at Velocity Partners. A B2B marketing agency out of the U.K., we’ve featured co-founder Doug Kessler’s SlideShares (like this one on why marketers need to rise above the deluge of “crappy” content) time and again on this blog because he’s the master of word economy.
What is “word economy”? It’s taking care that every word you use is the right word. It means getting your point across concisely and not dwelling on the details when you don’t have to. In a world of shortening attention spans, this is the ultimate goal when communicating your message.
And since we’re talking about word economy, I’ll shut up and let you check out one of Kessler’s SlideShares for yourself:
Whereas SlideShares are typically visual, Kessler’s is heavily focused on copy: The design stays constant, and only the text changes. But the copy is engaging and compelling enough for him to pull that off. Why? Because he uses simple words so his readers understand what he’s trying to say without any effort. He writes like he speaks, and it reads like a story, making it easy to flip through in SlideShare form.
The copy on Velocity Partners’ homepage stood out to me, too. Check out, for example, how humble they are when introducing their case studies:
I also like how casual and honest they kept their email subscription call-to-action. The header is especially eye-catching — and it plays off of the popular SlideShare about crappy content we mentioned earlier.
In fact, Velocity Partners’ Harendra Kapur wrote a blog post on what goes into to great B2B writing — starting with this disclaimer, of course.
7. Scott’s Cheap Flights
Why we like it: The team at Scott’s Cheap Flights positions themselves as travel industry insiders with their handy pro-tips and down to earth lingo.
Scott’s Cheap Flights is known for finding discount airfare, but they’ve branched out with a variety of offerings, including guides. Adding a personal touch, the team at Scott’s has also offered up some pro tips of their own on their “Meet the Team” page.
Members feel like they’re getting information from seasoned experts, and they’re able to pair these tips with photos of the employee that gave them. This small, but useful addition builds connection with site visitors and improves the company’s credibility.
8. Cultivated Wit
Why we like it: Cultivated Wit’s site copy is very on brand — humorous and witty. What better way to convey what you can offer to visitors than by demonstrating it in real time?
The copywriters over at the “comedy company” Cultivated Wit do a great job of embracing their own brand of quirk throughout their site. They already have one of the best “About” pages in the game, but their delightful copy is spread throughout their site — sometimes in the most unexpected of places.
For example, take a look at the copy around contact information at the very bottom of their homepage:
This section of the homepage is an afterthought at best for most companies. But for these folks, it was an opportunity to have a little fun.
They also have two, unique email subscription calls-to-action on different pages of their website. They’re very different, but both equally funny and delightful. Here’s one from the homepage:
And one from the “About” page:
9. Cards Against Humanity
Why we like it: Their copy is abrasive and a little offensive, which perfectly lines up with their brand voice and audience.
You may or may not be familiar with Cards Against Humanity, the self-declared “party game for horrible people.” It’s a card game — one that’s simultaneously entertaining and inappropriate. The copywriting on the cards themselves are guaranteed to make you laugh.
The brand voice is very distinctive, and can seem a little abrasive, and even a little offensive. But that’s their whole shtick: They’re not trying to appeal to everyone, and that’s perfectly okay. What they do do a great job of doing is appealing to their target audience.
One look at their FAQ page and you’ll see what I mean:
Here’s a sneak peek into some of the answers to these questions. You’ll see they make fun of both themselves and the reader — which is exactly what the card game is about.
10. R/GA
Why we like it: B2B companies are not exactly known for their humor. R/GA bucks that trend with hilarious hot takes via social media. This light approach makes them more relatable and helps build brand awareness.
I’ve been focusing a lot on site copy so far, so I wanted to check out some examples of excellent social media copywriting.
I know you all like to see some more B2B examples in here, too, so I surfaced one of the best examples of the holy grail: Twitter copy, from a B2B company, that’s funny. Behold, some recent highlights from the R/GA Twitter account:
11. innocent
Why we like it: Like Velocity Partners, innocent’s copy proves that simple language can be just as effective as its more descriptive counterparts. There’s no need for long paragraphs, innocent gets straight to the point.
Check out U.K.-based drink makers innocent, and you’ll see a language, style, and tone that matches their philosophy, product, and even their branding and design. It’s all just clean, straightforward, and simple. And believe it or not, simple is a really, really hard thing to nail in copywriting.
This stands out most on their “Things We Make” page. (Isn’t that page name even beautifully simple?)
This same straightforward-but-charming copywriting philosophy extends to their site navigation:
Their meta description is pretty awesome, too:
And my personal favorite:
12. GymIt
Why we like it: GymIt truly gets their users and expresses it with funny advertising about pretending to move to get out of a contract. The company knows their audience and knows just what to say to hook them and make them smile.
I’ve always loved the copy at GymIt. In fact, I check their site and social profiles all the time to see if they’ve freshened anything up. Luckily, they’re no one-trick pony. They continue to keep their site fresh with captivating copy.
Here are some of my favorites, all of which hit on the pain points of gym-goers that they try to solve — and actually do solve with their customer-friendly policies.
I can vouch for that one. I know how much of a hassle it is to move far away from your gym — and how refreshing it must be to be able to walk in and just … quit.
All of this rolls up to their philosophy, espoused eloquently on their “About” page, that gyms should just be about working out:
Talk about having an understanding of their core audience. The copy both in its value proposition and across its marketing materials reflects a deep understanding of their customers.
And how did their copywriters choose to make sure everyone knew what this new gym franchise was about if they didn’t read that “About” page? This tagline:
Doesn’t get much clearer than that.
13. ModCloth
Why we like it: ModCloth is delightfully quirky and whimsy. Their copy speaks directly to their buyer personas with product copy that helps buyers envision their lives with the item.
ModCloth is a brand that has always had an excellent grasp of their buyer persona, and it comes through in their pun-filled copywriting. All of their products are silly plays on words — check out this screen grab of some of their new arrivals, for example:
Dive into their product description copy, and it’s equally joyous, evocative, and clever — just like their customers. Often, it’ll also tell the story of what you’ll do while wearing their items:
After reading their descriptions, one can imagine what their life would be like if they owned this product. That’s Copywriting 101, but so few brands can actually pull it off like the folks at ModCloth do.
14. Ann Handley
Why we like it: Despite an impressive portfolio and list of accomplishments, Ann Handley makes her site copy relatable instead of just reading like a resume. It’s the perfect balance of personality and professionalism.
When it comes to building up your own personal brand, it can be easy to get a little too self-promotional. That’s where the copywriting on your site can make a big difference.
On Ann Handley’s personal website, she added bits of microcopy that shows, despite her many accomplishments (like being a best-selling author and award-winning speaker), that she still doesn’t take herself too seriously.
Check out her email subscription call-to-action, for example:
Flex Your CopyWriting Muscles
Anyone can be a successful copywriter with the right brand voice — and a little editorial guidance along the way. Get inspiration from the brands above or start compiling your favorite examples.
This article was originally published January 17, 2019 and has been updated for comprehensiveness.
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MARKETING
Mastering The Laws of Marketing in Madness
Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.
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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
Implementation Steps:
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engagement:
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Data Collection:
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Operational Efficiency:
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Benchmarking:
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
Implementation Steps:
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.
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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
Implementation Steps:
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples
Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
MARKETING
How Does Success of Your Business Depend on Choosing Type of Native Advertising?
The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Key takeaway
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
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