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When setting up contextual advertising, there is a great temptation to choose the type of campaign that will bring the maximum result as quickly as possible: “Only search network”, “Google Shopping”, “Yandex.Market”. But a caveat: their capacity quickly dries up and over time, the growth of incoming applications decreases or stops.
Advertising campaigns for branding can solve the problem. And in this article we will figure out how to properly build work in this direction and avoid mistakes.
Over the past 10 years, one trend has been steadily holding on in marketing - the theory of inbound-marketing. According to it, a business should build communication only with an interested target audience and not spend resources on mass-marketing (a strategy in which audience segmentation is ignored and ads are shown taking into account wide targeting settings; in fact, all classic advertising belongs to this marketing strategy).
Important facts that a marketer needs to record:
- according to a study by TNS, 15% of the audience in the B2C segment are active buyers (the audience with which inbound-marketing works) and 85% are passive buyers (the audience with which mass-marketing works);
- there is a law of double responsibility in the market: the larger the brand, the less customer churn;
- attracting attention is the main factor in building a successful brand;
- the synergistic effect allows you to get customers not only due to a direct response to advertising, but also over time, when advertising does not affect the audience, but it buys the advertiser's goods or services because it remembers his company.