sponsored search | Small Business Marketing Consultant https://smallbusinessmarketingconsultant.com small business marketing consultant Sat, 02 May 2009 18:29:03 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.3 Adding Context to Your Marketing Revisited https://smallbusinessmarketingconsultant.com/adding-context-to-your-marketing-revisited/ https://smallbusinessmarketingconsultant.com/adding-context-to-your-marketing-revisited/#comments Sat, 02 May 2009 18:29:03 +0000 https://smallbusinessmarketingconsultant.com/?p=1144 A while ago I wrote about the power of context in marketing.  I used Google Adwords (sponsored search, or pay-per-click) as a great example.  Adwords ads give you 95 characters, including spaces, to tell your story.  No pictures, no song-and-dance.  Yet, those little stripped-down ads can be surprisingly powerful because they are displayed in the […]

The post Adding Context to Your Marketing Revisited first appeared on Small Business Marketing Consultant.]]> A while ago I wrote about the power of context in marketing.  I used Google Adwords (sponsored search, or pay-per-click) as a great example.  Adwords ads give you 95 characters, including spaces, to tell your story.  No pictures, no song-and-dance.  Yet, those little stripped-down ads can be surprisingly powerful because they are displayed in the context of when someone searching for your product or service.

Take context away and what happens?  You need to “turn up the volume.”  Ninety-five little characters suddenly become a joke.  You need a half or full page print ad, you need color, images.  Or you need a celebrity endorser or exotic locale to display your product.  And on and on.

Deliver your message when someone is looking for what you sell — context — and all you need is 95 little characters.  Deliver your message in more of a broadcast medium, a magazine, for example, and you need to work much harder to get someone’s attention.

I believe how you add context to a print ad, for example, or any ad that isn’t a sponsored search ad, is by taking the time to revisit the problem your product solves.  Too many marketers get right into the solution.  Yak, yak, yak!  No context.  No power.

Take at least 60% of the message and devote it to re-connecting the prospect with the problem your product or service solves.  Let them know you understand and feel their pain.  BEFORE you talk about the solution.

It’s not a perfect solution, but it gives power and context to traditional marketing messages.  Try it.

The post Adding Context to Your Marketing Revisited first appeared on Small Business Marketing Consultant.]]> https://smallbusinessmarketingconsultant.com/adding-context-to-your-marketing-revisited/feed/ 2 The Power of Context in Your Marketing https://smallbusinessmarketingconsultant.com/the-power-of-context-in-your-marketing/ Wed, 08 Apr 2009 14:04:57 +0000 https://smallbusinessmarketingconsultant.com/?p=1089 Good post by Paul Dunay talks about the one word that defines the future of advertising: contextual.  This marketing consultant would leave it at “context,” but who’s counting? The point is the same.  Advertising has evolved from scream/push to whatever-you-want-to-call-it-now (pull, collaborative, contextual, micro-cast).  The best way to understand contextual advertising is to understand Google […]

The post The Power of Context in Your Marketing first appeared on Small Business Marketing Consultant.]]> Good post by Paul Dunay talks about the one word that defines the future of advertising: contextual.  This marketing consultant would leave it at “context,” but who’s counting?

The point is the same.  Advertising has evolved from scream/push to whatever-you-want-to-call-it-now (pull, collaborative, contextual, micro-cast). 

The best way to understand contextual advertising is to understand Google Adwords, or sponsored search in general.  You bid on search terms that relate to your product or service, and based on your bid, your ad is served when people search on that term.  Your ad is shown in context.  It isn’t broadcast.  It isn’t shown in a magazine subscribed to by people who loosely fit your demographic or reside in your industry.  It’s shown in context of when people are demonstrating an interest in what you sell by searching on a related term.  As the cartoon guy used to say in the beer commercial, “Brilliant!”

And brilliant it is.  Think about it.  The billions generated in ad revenues for Google and the billions in sales this form of advertising generates for its advertisers from 95 naked little characters (including spaces!!).  How else could something so stripped down be so powerful, without the benefit of context?

The post The Power of Context in Your Marketing first appeared on Small Business Marketing Consultant.]]>