MARKETING
Ban These Words and Phrases From Your Communications Right Now (an A-to-Y Guide)
Ever play jargon bingo?
You mark off a square on your card every time you hear one of those words or phrases that sounds like fingernails on the chalkboard. Maybe it’s a word so frequently used as to render it almost meaningless. Or perhaps it’s an acronym that makes readers have to pause (or Google) to remember what it means.
The winner of jargon bingo crosses off all the squares in a row or diagonally first (yep, basic bingo rules).
But, in truth, nobody wins when jargon sneaks into content.
To help you avoid these content no-nos (or know you’re not alone in your frustration), we asked the speakers at Content Marketing World 2022 to share their “favorite” (i.e., most hated) jargon.
Amy Higgins, senior director, content marketing, Twilio, couldn’t pick one: “I hate all jargon. I wish we could speak simply and reduce the number of acronyms we use in our day-to-day business. Most jargon will not translate well or mean the same thing across audiences.”
Meg Coffey, managing director, Coffey & Tea, isn’t a fan of using big words just to sound smart. “If anything, once you start using the big words, I assume you are covering for something else and tune out.”
Let’s start with some of the words and phrases that bug them the most.
Activation
I wish “activation” would die and never come back. Who talks like this? Other than businesspeople who never talked to their customers about their needs. Do customers say, “If only this were activated …”? Nope.”
Kathy Klotz-Guest, founder, Keeping it Human
I wish activation would die and never come back. Who talks like this? Do customers say, If only this were activated? Nope, says #CMWorld speaker @kathyklotzguest via @CMIContent. Click To Tweet
Business-speak
There is no such thing as business-speak. If an outsider does not understand specialist jargon, it’s up to the specialist to explain it as one might to a young child or a golden retriever.
For insiders, jargon functions, well, just like NFL play calls. They work fast and effectively as long as anyone on the team can make a golden retriever or CEO understand the meaning AND ensures everybody has the same understanding of the jargon word.
Bert van Loon, strategist, CMFF
Change management
It has grown to have a negative connotation and causes employees to wince when they hear it. Whether you are putting new processes in place or changing your team structure, nobody wants to feel like they are being “managed” through change.
Let your employees lead the change. Let them tell you what is working and what is not. Then respond to those concerns. Focus on the positives for them in the change (not the positives for the company). And let’s face it, most people have been through so much change in the past few years that they are exhausted. That doesn’t necessarily mean they don’t want change. Most people are not averse to change if it makes their lives better.
Andi Robinson, global digital content and brand leader, Corteva Agriscience
Change management causes employees to wince. Nobody wants to feel like they’re being managed through change, says @hijinxmarketing via @CMIContent. #CMWorld Click To Tweet
Check out
The phrase “check out …” is the most vapid, lazy call to action ever invented. Stop it. Verbs are your friends, people.
Think about it: When’s the last time you ever checked out anything anyone ever told you to check out? Never? Exactly. Because it’s such an empty, valueless call to action, “check out” undercuts your authority and suggests “spam city.”
What will happen should I click whatever it is you want me to “check out?” Tell me. Give me a good reason to click that sucker. Make me trust you.
Kate Bradley Chernis, co-founder and CEO, Lately
Check out is the most vapid, lazy call to action ever invented, says #CMWorld speaker @LatelyAIKately via @CMIContent. Click To Tweet
Content
The word content is so overused that it’s practically meaningless. When I speak about content, I try to be as specific as possible about the type of content or its purpose so everyone around me is clear.
If you talk generally about content in a meeting, one person comes away imagining a video; another is ready for a series of blog posts; and another is envisioning an influencer marketing campaign. Even if you don’t yet have a specific content plan, be clear about the types of content that will or won’t be effective to manage everyone’s different expectations about what the content is.
Monica Norton, head of content marketing, Yelp
The world content is so overused that it’s practically meaningless, says @monicalnorton via @CMIContent #CMWorld. Click To Tweet
Content strategy
This one isn’t on my list, but there are people who don’t like when content marketers use the term “content strategy” because technically, content strategy includes all areas of content, including non-marketing content (i.e., internal docs).
When most people say “content strategy,” they usually mean “content marketing strategy.” It’s an implied difference, but some people get really worked up about this.”
Andy Crestodina, co-founder and chief marketing officer, Orbit Media Studios
When most people say content strategy, they usually mean content marketing strategy. Some people get really worked up about this, says #CMWorld speaker @crestodina via @CMIContent Click To Tweet
Engagement
I shiver anytime a marketer talks about engagement. What exactly is engagement? Ask 20 marketers what they think it means, and you’ll get 20 different answers. So, next time you catch yourself about to utter the word “engagement,” stop. Ask yourself, what exactly do you mean?
Andrew Davis, author and keynote speaker, Monumental Shift
Next time you catch yourself about to utter the word engagement, stop. Ask yourself, what exactly do you mean? #CMWorld speaker @DrewDavisHere via @CMIContent. Click To Tweet
Holistic
It’s any time someone says they offer “holistic” services. No one offers everything. The marketing and business world is far too diverse for that to even be possible. Soup-to-nuts doesn’t exist here. So, shut it.
Jason Falls, senior influence strategist, Cornett
Holistic services. No one offers everything. Soup-to-nuts doesn’t exist here. So, shut it, says @JasonFalls via @CMIContent. #CMWorld Click To Tweet
Learnings
Learnings is on my personal list because it sounds like something a toddler would say. Plus, we already have two perfectly good words that express the same meaning: lessons and takeaways.
Domain-specific jargon can be useful as shorthand when you’re communicating with other people in your field (e.g., SERP, click-throughs, bounce rate). But general business jargon is unnecessary – and exclusionary. People who don’t speak English natively often struggle with “corporate speak,” which should give all of us pause as our customers and teammates are becoming more globally diverse every day.
Sarah Goff-Dupont, principal writer, Atlassian
Learnings sounds like something a toddler would say. Plus, we already have good words for the same meaning: lessons and takeaways, says @SarahGoffDupont via @CMIContent. #CMWorld Click To Tweet
North Star
It might not seem contentious, but to an audience based in the Southern Hemisphere having a North Star as your guiding or underlying principle is confusing, illogical, and just plain wrong. We have the Southern Cross, but we don’t use that as a guiding light. Why not just use the terms “guiding principle” or “core message” instead?
Gina Balarin, director and content queen, Verballistics
PMS
We are moving into the product management service industry. So every day, I see PMS. And every day, I think of the other one.
Viveka von Rosen, chief visibility officer, Vengreso
We are moving into the product management service industry. So every day, I see PMS. And every day, I think of the other one, says @LinkedInExpert via @@CMIContent. #CMWorld Click To Tweet
Perfect
This word is overused. Perfection is a myth. Stop calling everything “perfect.”
Bernie Borges, vice president global content marketing, iQor
Phygital
Making events virtual (digital) as well as in-person (physical) makes them more accessible and means that more diverse voices will be heard. But I cannot stand the word “phygital.” It is the worst portmanteau of all time, and I shudder every time I hear it.
Jacqueline Baxter, senior digital strategist, DX, Sitecore
I cannot stand the word phygital. It is the worst portmanteau of all time, and I shudder every time I hear it, says @JaxBaxter via @CMIContent. #CMWorld Click To Tweet
Reach out
I’m going to “reach out” to Katie. How about we just go back to saying “contact”?
Justin Ethington, partner, TrendCandy
Instead of saying reach out, how about we just go back to saying contact, asks Justin Ethington of TrendCandy.
SEO optimized, SEO content
Early in the existence of these terms, they were used to transition a legacy flow to something that could perform. Over time, the terms have been associated with low-quality or checkbox processes.
Building content that is high quality and has the potential to perform is the silo breaker, while SEO edits and the debasing of SEO by classifying content as “SEO content” create silos.
Jeff Coyle, co-founder, CSO, MarketMuse
Single source of truth
It’s hard to pick a winner for this one, but for content marketing, I’ll have to go with “single source of truth.” There’s simply no way to have a single source of truth if you’re doing your job correctly. So martech and CMS vendors, please stop contacting me on LinkedIn telling me you’ve got a solution for this.
Jenn Vande Zande, editor-in-chief, SAP Customer Experience
There’s no way to have a single source of truth. So martech and CMS vendors, please stop contacting me on LinkedIn telling me you’ve got a solution for this, says @jennvzande via @CMIContent. #CMWorld Click To Tweet
Solution
It makes me cringe. I’ve read so much B2B copy where a company talks about providing a solution but leaves me with absolutely no idea of what they actually do.
Is it software you’re selling? Hardware? Consulting? What? Don’t get me wrong. The ability to solve a prospect’s problem is huge. However, when people can’t determine what you’re offering – how it is that you can actually help them — it makes your solution less appealing.
For example, the company promising the solution to my need to get more customers could be peddling marketing automation, media, creative services, research, printing, or something else.
Skip the hackneyed phrase. Proceed directly to specificity and clarity. At least, that’s the solution I’d offer (wink, wink).
Nancy Harhut, CCO, HBT Marketing
Solution makes me cringe. Skip the hackneyed phrase. Proceed directly to specificity and clarity, says @nharhut via @CMIContent. #CMWorld Click To Tweet
But it’s not just words and phrases that are irritating to hear and read. How many of these sentences (and one question) do you come across in a week?
Add value
I encourage all marketers to ditch this business phrase. We need to think of another way of talking about the purpose of our content reviews because reviewers often feel like they must make an addition to something to make it stronger.
Too often, this means that people we ask to review a piece of content or a creative brief feel obligated to add ideas just for the sake of adding something new. Sometimes you don’t need to “add value.” Sometimes you need to recognize other people’s value and acknowledge that their draft perfectly meets the need of the project or campaign.
Erika Heald, founder, lead consultant, Erika Heald Marketing Consulting
Sometimes you don’t need to add value. Sometimes you need to acknowledge that a draft perfectly meets the need, says @sferika via @CMIContent. #CMWorld Click To Tweet
Can you make this go viral?
This tells me that a client doesn’t understand how public relations/content marketing work. Going viral became a thing back in the 2000s. Quora says the term to “describe rapid and widespread social proliferation of a meme or product” started picking up steam in 2008. I imagine it’s been causing marketing folks headaches ever since.
Clients need to understand that the only way to ensure you’ll be featured is to pay for an ad. Public relations and content marketing take time and dedicated effort. Very little success is had overnight.”
Michelle Garrett, consultant, Garrett Public Relations
Going viral became a thing in the 2000s. PR and #ContentMarketing take time and dedicated effort. Very little success is had overnight, says @PRisUs via @CMIContent. #CMWorld Click To Tweet
Content is king
Can we throw this phrase out yet? Content is most definitely royalty (insert hair flip here), but it’s not a domineering force that can claim its rightful throne in search results just by existing. Showing up on page one of search results takes work. Driving qualified traffic takes work. It takes only a birthright to be king. Existence does not equal excellence.
Haley Collins, director of operations and content, GPO
Can we throw content is king phrase out yet? #Content is most definitely royalty, but it’s not a domineering force that can claim its rightful throne in search results, says Haley Collins via @CMIContent. #CMWorld Click To Tweet
Done is better than perfect
OK, I understand how positive an agile mindset is. However, I see many teams using this quote as permission to create low-quality content. Done is better than perfect only when it comes to the first step of a project. During the rest of your life, please make sure your content creators will always run after the perfection stage.
Cassio Politi, founder, Tracto Content Marketing
I hope this email finds you well
I don’t necessarily hate it, but I don’t understand where it emanated from. Why wouldn’t you just say you hope the person is doing well?
Michael Bordieri, senior content solutions consultant, LinkedIn
It is what it is
It is an awful saying, which I am trying not to use anymore. It normalizes a status quo that is immovable and defeatist. I believe anything can change, and as content marketers, we know the power and impact of words, imagery, and video to make what it is, everything it can be.
Karen McFarlane, chief marketing officer, LetterShop
Let’s table that
Whenever someone doesn’t want to make an actual decision, this phrase comes out. No better way to leave something unaddressed until it becomes a real issue than by leaving it “on the table.”
Brian Piper, director of content strategy and assessment, University of Rochester
Think outside the box
What does that even mean, anyway?!
Chris Ducker, founder, Youpreneur.com
What does think outside the box even mean anyway, asks @ChrisDucker via @CMIContent. #CMWorld Click To Tweet
We need to push
When I am in a marketing strategy meeting and hear the words, “We need to push.” Nope. Who wants to be pushed into anything? It needs to stop.
Instead, let’s start with better questions about the consumer or potential client’s mindset. “How can we engage?” and “Who cares about this product or service?”
Jacquie Chakirelis, chief digital strategy officer, Quest Digital/ Great Lakes Publishing
What keeps you up at night?
I was just put in my place when I asked a client, “What keeps you up at night?” He looked at me and said, “Mike, you can do better than that.” He went on to tell me that what keeps him up at night has nothing to do with business or the services I sell. It’s his kids, gun reform, the war, and other things. So I hate what I used to say.
Michael Weiss, vice president of consulting services and solutions, Creative Circle
You’re on mute
OK, this isn’t business-speak per se, but it’s a line you hear in every business meeting. Over two years in with “all Zoom, all the time,” I don’t know why we’re not better trained to unmute ourselves before we speak. Maybe the video meeting platforms will solve this challenge using technology (e.g., have an optional setting to automatically unmute you when you start speaking, using AI to adjust for when the dog barks).
Dennis Shiao, founder, Attention Retention
Before this article is concluded (because a list like this is never complete), let’s hit on some broad categories that can thwart and disrupt the audience’s consumption of your content.
Acronyms
Technical B2B industries are huge abusers of acronyms. There is a place for them, of course, but to limit confusion and ensure your message is received, do these things:
- Create an acronym guide for internal reference
- Always spell the full phrase at first mention with the acronym in parentheses.
Wendy Covey, CEO and co-founder, TREW Marketing
Technical B2B industries are huge abusers of acronyms. To limit confusion, always spell the full phrase at first mention with the acronym in parentheses, says @wendycovey via @CMIContent. #CMWorld Click To Tweet
Gendered language
We all need to think about our audiences and make everyone feel included and respected. Stop saying “you guys” in meetings. Replace “man-hours” with “people-hours.” Think about industry-specific terms that may isolate people and aim to be more inclusive. Speak up to help others shift toward kinder, more culturally appropriate language.
Penny Gralewski, senior director, product and portfolio marketing, DataRobot
Stop saying you guys in meetings. Speak up to help others shift toward kinder, more culturally appropriate language, says @virtualpenny via @CMIContent. #CMWorld Click To Tweet
Hustle mentality language
I hate any and all jargon promoting the hustle mentality, such as “Just put your head down and grind” and “Work until it’s worth it.”
This makes people feel like the goal is to serve your business, but your business is supposed to serve your family and other people.
If you’re always working, you aren’t serving anyone well. Obviously, you have to work hard, but that can’t be the only thing you do. You must invest time and money into things that bring you energy and joy. Otherwise, you are hustling forever. At the end of it, maybe you have a lot of money, but you no longer have any relationships to enjoy it with you.
Tim Schmoyer, founder/CEO, Video Creators
Why Y?
I hate the gratuitous addition of “y” to words like relevance, competence, and resilience. There’s no distinction in the definition, and it’s gratuitously cluttery. Whyyyyyyy?
Carmen Hill, principal strategist and writer, Chill Content
I hate the gratuitous addition of y to words like relevance, competence, and resilience. There’s no distinction in the definition. Whyyyyyyy? @CarmenHIll via @CMIContent. #CMWorld Click To Tweet
Think before you speak (or write)
Christopher Penn, chief data scientist, TrustInsights.ai, says he’s most bothered when people use jargon to exclude others or obscure the truth: “When you use jargon, you’re intending to make things less clear, less obvious, less accessible, less inclusive. Given that many of us have pledged to be more inclusive, jargon is contrary to that goal.”
Are you guilty of using any of these? Which ones make you tune out, stumble, or scream silently as you read? Share in the comments.
HANDPICKED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute
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.
Want to get certified in Content Marketing?
Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing. Click Here
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.
Are You Ready to Master Social Media?
Become a Certified Social Media Specialist and learn the newest strategies (by social platform) to draw organic traffic to your social media sites.
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.
Musk regrets controversial post but won’t bow to advertiser ‘blackmail’
5 Quick Tips to Increase Referral Traffic
A Year Of AI Developments From OpenAI
GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays
Google Core Update Done Followed By Intense Search Volatility, New Structured Data, Google Ads Head Steps Down & 20 Years Covering Search
Is this X’s (formerly Twitter) final goodbye to big advertisers? It looks like it
5 Quick & Easy Ways to Get More Referral Traffic (+Examples)
Take back your ROI by owning your data
Next-gen chips, Amazon Q, and speedy S3
The Complete Guide to Becoming an Authentic Thought Leader
-
SOCIAL6 days agoMusk regrets controversial post but won’t bow to advertiser ‘blackmail’
-
PPC7 days ago5 Quick Tips to Increase Referral Traffic
-
SEO6 days agoA Year Of AI Developments From OpenAI
-
SEO4 days agoGPT Store Set To Launch In 2024 After ‘Unexpected’ Delays
-
SEARCHENGINES4 days agoGoogle Core Update Done Followed By Intense Search Volatility, New Structured Data, Google Ads Head Steps Down & 20 Years Covering Search
-
SOCIAL6 days agoIs this X’s (formerly Twitter) final goodbye to big advertisers? It looks like it
-
PPC6 days ago
5 Quick & Easy Ways to Get More Referral Traffic (+Examples)
-
MARKETING6 days agoTake back your ROI by owning your data
You must be logged in to post a comment Login