Connect with us


Guide to Marketing Personalization



Guide to Marketing Personalization

With so many brand messages flooding customer inboxes and smartphones, it’s no wonder marketers are having a hard time connecting with audiences. Even with more technology solutions available than ever before, 74% of marketing leaders say they struggle to scale their personalization efforts, according to a Gartner survey. What’s more, that same data suggests brands may risk losing 38% of customers due to poor personalization.

Customers want to be treated as individuals, not as users, accounts, or prospects.

In this guide to personalized marketing, we’ll dive deep into personalization and its potential to increase customer engagement. We’ll cover:

Estimated reading time: 16 minutes

What is personalization?

Personalization is a one-to-one marketing strategy that seeks to better understand and connect with customers. It uses real-time data and insights to deliver highly relevant messages and offers.

Personalization as a strategy represents a shift from what had been a traditional one-size-fits-all approach that prioritizes reach and breadth of an audience to methods that target customers based on their needs and interests. It places a heavy emphasis on tailoring messages to specific individuals or segments of buyers.

One might think of personalization as a set of tactics marketers employ that primarily focus on remembering key details about customers, but they’d only be partially right. Personalization encompasses much more. It’s about changing the face of marketing, moving from assumption-based, batch-and-blast approaches to meaningful, personalized customer experiences.

“If you stop at adding someone’s first name to an email I think you’re missing this changing face idea,” wrote speaker and marketing consultant John Jantsch. “To me, personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.”

Personalization is the process in which brands tailor their offers, communications, and advertising to the needs of buyers. Customers – whether B2B or B2C – expect customized experiences, and marketers must lean on smart targeting solutions to fully understand the people they’re selling to. Marketers using personalization tactics apply the insights gleaned from these audiences to guide customers through the buying process.

Seth Godin, entrepreneur and bestselling author, summed up the goal of personalized marketing on his blog: “Personalization wasn’t supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more importantly, what they need.”

Examples of personalized marketing

Today’s customers expect personalization in each interaction they have with brands. Whether it’s name recognition, location-based recommendations, or messages based on preferences, marketers need practical ways to enact personalization across their campaigns to meet this demand.

consumer personalization preferences in marketing
Source: MoEngage

Customers also expect seamless experiences wherever they encounter brands. Any disruptions they run into will almost inevitably cause them to drop off. 

This is why marketers must ensure their content meets the personal needs of their audiences wherever they find them. Many use customer journey analytics to help ensure these experiences are optimized and personalized across all channels.

Guide to Marketing Personalization

Explore capabilities from vendors like Adobe, Pointillist, SharpSpring, Salesforce and more in the full MarTech Intelligence Report on customer journey analytics platforms.

Click here to download!

While the principles of personalization can be applied to both B2C and B2B brands, their application often looks different. Here are some examples of personalization in both areas.

B2C personalized marketing examples

Personalizing marketing for consumers may seem straightforward to many brands, but it’s actually much more complex. Consumer preferences are constantly changing, and marketers need to offer solutions to their current needs and anticipate those that may arise in the future. 

Fortunately, emerging technologies over the past few years have allowed B2C marketers to gain relevant insights from consumer audiences, giving them the tools they need to offer engaging, personalized content.

Here are three examples of how B2C brands can use personalization to reach more consumers.

Data-driven strategies. Marketers rely on customer data to make their marketing engines run, and this is even more important when it comes to personalization. Collecting first-party consumer data with tools like customer data platforms (CDPs) can help marketers learn what their audience demands and develop solutions to fulfill those needs.

Marketing automation. Brands have more consumer data to analyze than ever before, which can be a double-edged sword. A great number of potential insights may be lost due to marketing team capacity issues or poor technological infrastructure. This is why many B2C teams are embracing marketing automation solutions to improve data collection, task streamlining, and audience analysis – all of which help improve personalization.

Artificial intelligence solutions. AI tools are all the rage in marketing circles today, and for good reason – their machine learning capabilities can help brands provide highly personalized experiences to their customers. They can learn from consumer behavior and improve marketing tactics with in-depth analysis. However, these technologies are far from perfect, so B2C marketers should ensure there are proper safeguards in place before deploying them.

B2B personalized marketing examples

Personalization among B2B brands looks a lot different than in its B2B counterparts. Aside from the obvious differences in marketing to consumers versus marketing to companies, B2B marketers may face frequent data issues – outdated, siloed, or low-quality data – that prevent them from honing in on actionable business information. What’s more, these professionals are marketing to high-level decision-makers whose interests and priorities are more difficult to decipher than the average consumer.

Marketers must understand these buyers inside and out – especially those in the B2B space. Here are three B2B personalized marketing examples to help brands build these complex relationships.

Account-based marketing. Many B2B marketers are turning to account-based marketing (ABM) strategies and tools to help deliver targeted advertising and personalized content to high-value accounts. Although this marketing method has been around for more than a decade, advances in technology are allowing marketers to glean relevant data from high-level purchase decision-makers, such as buying intent and quantitative business information. By implementing an ABM strategy with one of many available platforms, marketers can foster greater personalized connections with businesses.

Guide to Marketing Personalization

More B2B marketers are adopting account-based marketing than ever before. Find out why and explore the ABM platforms making it possible in the latest edition of this MarTech Intelligence Report.

Click here to download!

Personalized content recommendations. Understanding where your visitors are in the content funnel is critical, but guiding them through it is even more important. Brands can offer B2B buyers personalized content recommendations at each funnel stage, using information such as past purchases, downloads, or search history to make informed decisions. Showing buyers you’re aware of their needs as a business can help build that much-needed trust.

Location-based marketing. Many businesses operate from a single geographic area and primarily serve customers around them. B2B marketers can better reach buyers by providing messaging that speaks to their locality, whether it’s upcoming events pertaining to them or special deals for their area.

While B2B and B2C personalization tactics often differ, many can be applied to both types of brands. Here are some examples of the most popular personalized content and strategies.

Personalized landing pages. There is no set of rules that will ensure personalized landing page success. But brands that include information that is personal to the visitor – their name, geographical location, useful content pertinent to their situation – can foster greater engagement.

Product recommendations. Giving customers product suggestions in the form of emails or ads can show them you care about their needs. And this practice can positively impact sales too; product recommendations can account for up to 31% of e-commerce site revenues, according to data from e-commerce personalization company Barilliance.

Connecting video experiences. Videos have the potential to increase customer engagement, especially if they’re personalized. That’s why brands may want to consider creating customized videos for individual customers. When used properly, these can help companies show customers they care about their needs.

Social media advertising. Marketers have many personalization capabilities available on social media platforms. From retargeting campaigns to personalized messaging via chatbots, brands can use these tools to customize their messaging for customers on a personal level.

Customized email messages. Email is one of the most effective mediums to use when personalizing marketing campaigns. With email platforms, brands can send customized messages, offers, images, and even cart abandonment notifications (for e-commerce sites).

1644029230 254 MarTechs Email Marketing Periodic Table

Everything you need to know about email marketing deliverability that your customers want and that inboxes won’t block. Get MarTech’s Email Marketing Periodic Table.

Click here to download!

Who uses personalization in marketing?

Personalization is used by some of the most successful brands in our industry to increase customer engagement. Using data gleaned from what customers purchase, watch or search, these marketers produce personalized messages, recommendations, videos, and more to keep their interest.

Here are some of the top brands that have enacted successful marketing personalization campaigns.

Bringg. Cloud logistics platform Bringg recognized the value of customer journey data when it came to personalization, so they chose an attribution platform to glean more insights. They discovered that their newsletter and targeted landing pages led to more business interactions, so they invested heavily in personalizing content in both of these areas. Sending brands to the most relevant pages and customizing newsletters to fit their needs led to more than a 20% increase in Bringg’s demo bookings.

Nuxeo. Content management platform Nuxeo wanted to improve user experience for the brands that use its platform, so they decided to implement machine learning solutions. In order to improve content engagement, these algorithms gathered insights from readers and recommended further reading based on their preferences. These deep learning solutions increased Nuxeo’s blog engagement by 34%.

Nike. One of Nike’s most effective personalized marketing assets is its primary app. The software allows users to connect with Nike Plus rewards, receiving custom offers based on their in-app behavior. It also gives them access to new products, further incentivizing downloads.

The Nike Training Club app also provides customers with personalized experiences – in its case, during their everyday exercise routines. It recommends personal adaptive training plans for users based on their workouts and goals.

Shutterfly. The well-known photography product company offers a number of personalized features for customers who create accounts and download their app. If users grant access to their photos, Shutterfly will identify which have people and then place them on various product images (mugs, notebooks, etc.) that customers can buy on the app. Its “Make it a Thing” campaign amplifies the personalization options even further with additional customization features.

Target. A few years back, Target rolled out a personalized customer loyalty program that offered savings on purchases, birthday rewards, nonprofit giving, and a variety of customized offers. Customers who use this program, titled “Target Circle,” receive special offers based on their purchase history – they’re also offered recommendations for online and in-store purchases.

Coca-Cola. The company launched its “Share a Coke” campaign back in 2011, which was aimed to reach millennials. The campaign placed some of the most popular first names of this generation on bottles (over 800, according to AdAge). Coca-Cola eventually added unique personal phrases to these bottles, which all seemed to pay off; the company increased its sales volume for the first time in four years during the campaign.

Get the daily newsletter digital marketers rely on.

How personalization can help marketers

Although many brands recognize the importance of personalization, some still view it as an optional add-on to their current campaign setups. They may see it as nothing more than a nice bonus to their product or service offerings, or worse, a distraction.

However, neglecting personalization is no longer an option for marketers – at least those who want to succeed in our individualized digital landscape.

“One-to-one personalization is the future,” said Ehren Maedge, GM of North America at customer engagement platform MoEngage, in his presentation at our MarTech conference. “Brands need to get there quickly or be displaced by alternatives.”

Marketing personalization can provide several benefits for brands, including:

  • Increased customer feedback.
  • Improved customer experience.
  • Increased customer loyalty.
  • Improved lead nurturing.
  • Better customer retention.

What are the challenges of personalized marketing?

Many marketers struggle to integrate personalization into their campaigns. Whether it’s finding creative ways to get their messages to the right audience in the right moments or getting their channels in sync, brands may face a number of challenges when introducing personalization into their campaigns.

Here are some of the main challenges marketers face when seeking to introduce personalization into their campaigns.

Technology limitations. Many brands cite the lack of sophisticated marketing technology as a barrier to personalization. A report from Adobe and Incisiv found that 58% of retailers and 67% of travel firms claim they don’t have the technology they need to support their personalization strategies. In addition, a survey from Yieldify found that 36% of marketers claim their personalization tools lack functionality and 34% believe those same technologies are too expensive.

Whether it’s integrating artificial intelligence platforms within their infrastructure or allocating enough budget to procure these personalization technologies, marketers have their work cut out for them.

Fortunately, personalization campaigns can still be successful without the latest, greatest technology. Most marketing tools available today – CRM, email technologies, social engagement tools, and more – have personalization capabilities. And, marketers lacking the technology resources for more advanced tools can effectively leverage their current assets, aligning the strengths of each platform with their personalization goals.

Consumer data silos. Organizational alignment is critical to the success of personalization campaigns. Without it, brands risk alienating customers with unorganized communications, such as sending duplicate or conflicting messages. This issue often arises between sales and marketing teams – two groups that have historically run into coordination challenges due to data siloing.

Brands need solutions to consolidate data between these two groups, which is why many marketers turn to CDPs. These technologies can help centralize customer data, tracking prospects across multiple channels.

Respecting consumer privacy. There’s a fine line between personalization efforts that show customers that brands care for them and those that feel intrusive. People care about their privacy and will only respond well to personalized communication that uses the information they’ve consented to share.

Still, many marketers bemoan the fact that upcoming legislation will restrict companies’ use of third-party data, fearing this will disrupt their marketing strategies.

However, this view fails to account for the treasure trove of value found in first-party data. This information offers actionable insights from customers, and collecting it adheres to consent regulations, making it one of marketers’ best resources for creating personalized campaigns.

What marketing technology is needed for personalization?

With so many brands adopting personalization technologies and strategies, it’s clear that it will play a major role in the future of marketing. 89% of online businesses already invest in personalization, according to Forrester, and data from Statista found that 60% of marketers claim their digital content is extensively personalized. SmarterHQ even found that 51% of marketers rate personalization as their top priority.

But, despite this growing popularity of personalization, many brands have trouble implementing customized frameworks and strategies. They’re looking for practical ways to introduce personalization to campaigns without alienating customers in the transition.

To help with this issue, here are some of the ways marketers can introduce personalization strategies and technologies into their marketing.

Gather and leverage market data using a CDP. “The start of personalization is data,” writes Songtham Tung, SaaS consultant. “Data is information, and with enough of it, we can begin to identify patterns or trends that can help us make smarter decisions.”

Customer data is a major part of the foundation of any personalization strategy. Brands that can acquire clean data and draw actionable insights from it can make stronger connections with audiences.

But this is easier said than done. Information such as customers’ shopping history, location, buying behavior, and other personal data is more protected than ever due to the advent of consumer privacy legislation such as the GDPR and CCPA. These laws limit brands’ ability to leverage data from third-party cookies, but this doesn’t mean customers aren’t willing to share their information. It just means that brands must practice proper data compliance to collect it.

Respecting consumer privacy through consent management can help brands build stronger customer trust and collect valuable data. To do this, marketers should focus on gathering first-party customer data via a CDP or similar technology.

Many brands also use consent management platforms (CMPs) to adhere to these privacy laws, but marketers should note that a good deal of them can only perform basic functions, such as showing simple banners briefly mentioning their data policies. These types of platforms fail to protect user privacy and respect the data regulations themselves.

Instead, marketers seeking to enhance personalization with first-party data – all the while complying with consumer privacy laws – should consider adopting a compliance platform. These can help control and govern the flow of customer data with autonomous enforcement of user privacy preferences. Combined with a personalization strategy, marketers can strengthen customer trust and keep them coming back for more.

unification of first-party customer data to foster personalization
Source: Blueconic, MarTech Conference

According to the late Steve Jobs, brands have an imperative to anticipate their customers’ needs: “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” Gathering this valuable customer data can make this job easier.

Generate buyer personas with a CRM. Many marketers recommend crafting buyer personas – outlines of your audience based on customer data – to gain a better understanding of their market. These fictionalized profiles are designed to give brands a more accurate picture of customer wants and needs.

Using demographic, firmographic, and psychographic data gleaned from CRMs, marketers can build profiles that represent their customers’ interests and behaviors. But even this data can prove limiting; marketers need to ensure they craft these personas using personal aspects that don’t always fit their “professional” roles.

Brands can use CRMs to glean customer insights for these personas from in-depth surveys, social media interactions, form fill-outs, and personalized messaging. They can all provide relevant insights for persona creation, but many professionals recommend taking it a step further, focusing on one-on-one interactions.

“To achieve an ROI on your buyer persona initiative, you need to invest in one-on-one interviews with people who have recently considered the product, service, or solution you want them to prioritize,” writes Adele Revella, CEO of Buyer Persona Institute. “This isn’t traditional research involving surveys or focus groups. A skilled interviewer needs to think like a journalist, working without a script and walking each buyer very slowly through every step in their actual journey. The most critical skill is asking follow-up questions to probe on every response, which is where you’ll gain deep insights into the buyer’s motivations, objections, and decision criteria.”

Plan out your customer journey content with analytics. Too many marketers wait to optimize their customer journeys until they’ve launched their campaigns. However, brands that plan out their content with the customer journey in mind can more easily tailor it to meet their needs.

Planning out content for each step of these journeys is made easier with customer journey analytics platforms. These technologies help marketers identify key stages of customer buying experiences and provide actionable insights based on their behavior. The goal is to provide relevant content to customers at each stage of the purchase journey.

Using collected first-party data, marketers can repurpose relevant customer insights into content that corresponds with the awareness, consideration, and decision stages. Some of these content types could include:

  • Blog posts tailored to customers’ interests.
  • Infographics with data pertinent to customers’ problems.
  • Webinars featuring topics customers consistently search for.
  • FAQ pages with relevant answers.
  • Case studies featuring existing customers in similar situations.

As customers move through the content funnel, marketers should note how much attention they’re paying to personalization. Data from Renegade (shown below) illustrates how personalized efforts tend to deteriorate as customers move through the funnel.

drop of personalization throughout sales funnel
The tendency of personalization to decrease as customers move through the sales funnel. Source: Renegade

There are plenty of ways to personalize content, but marketers who craft it with customers’ journeys in mind can help build trust with an improved customer experience. Fortunately, the sheer amount of data and technologies available to brands today can help them provide engaging personalization at each customer touchpoint.

Identity resolution platforms: A snapshot

What it is. Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices.

What the tools do. Identity resolution technology connects those identifiers to one individual. It draws this valuable data from the various channels and devices customers interact with, such as connected speakers, home management solutions, smart TVs, and wearable devices. It’s an important tool as the number of devices connected to IP networks is expected to climb to more than three times the global population by 2023, according to the Cisco Annual Internet Report.

Why it’s hot now. More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn’t work; buyers know what information sellers should have and how they should use it. Also, inaccurate targeting wastes campaign spending and fails to generate results.

This is why investment in identity resolution programs is growing among brand marketers. These technologies also ensure their activities stay in line with privacy regulations.

Why we care. The most successful digital marketing strategies rely on knowing your potential customer. Knowing what they’re interested in, what they’ve purchased before — even what demographic group they belong to — is essential.

Read next: What is identity resolution and how are platforms adapting to privacy changes?

About The Author

4 ways to build a successful ABM strategy

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


Intro to Amazon Non-endemic Advertising: Benefits & Examples



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.



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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


How Does Success of Your Business Depend on Choosing Type of Native Advertising?



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 audienceUsers 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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


OpenAI’s Drama Should Teach Marketers These 2 Lessons



OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.

No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.

But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?

Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?

Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:

For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.

We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.

Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.

Let’s have Robert explain.

The right structure and governance matters

OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.

That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?

That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.

First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.

Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use. 

Big platforms do not become antifragile just because they’re big

Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.

It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.

In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.

With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)

They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.

The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?

Why you should care

With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.

They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)

They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading