opportunities for contextual advertising to generate demand
How to sell goods or services that consumers are not yet aware of?
Bringing a new product or service to the market is always accompanied by significant risks, among which there may be losses, discrepancy between actual and planned results. They cannot be avoided, but with the help of a competent strategy and marketing plan, negative consequences can be minimized.
The most important stage is the advertising of a new product, and in the first place – in the online format. But how can advertising forms a demand for a product or service that consumers are not yet aware of? Consider how context is useful in this case.
Problems and tasks when promoting a new product
Imagine that you are the owner of a product unknown to consumers. In your opinion, hypotheses, research, it is very necessary and useful for them. What problems can you face?
Consumers are distrustful of the new product.
Potential customers do not understand how a product can solve their “pains”.
In all three cases, the result is one – there are no sales. To correct the situation, we compile a pool of possible tasks:
To form demand, to designate “pain”, the client’s need for this product.
Announce the release, continue to inform the consumer about the features, benefits, benefits of the purchase and use.
Call the necessary associations.
Form loyalty, public commitment to a product or brand.
Work on recognizability of TM, series, brand or product name, to ensure sufficient advertising coverage of the target audience.
One of the effective solutions to all these tasks is contextual advertising (CR).
How does the context help? Universal Strategy Options
Contextual advertising in most cases is perceived as a tool for short-term, quick efficiency – sales growth, lead generation, sale of warehouses. However, its capabilities are much wider, so it can be useful in other directions.
One of the main options for the Kyrgyz Republic is search advertising. This is one of the most conversion traffic sources, because users are interested in the product, according to their requests, you can even understand at what stage in the decision to purchase they are.
The bad news: when introducing a radically new product, there is no demand for search, that is, you can forget about this conversion source.
The good news: demand can be generated with a few tricks.
As with any other project promotion, after setting goals, we determine the target audience, form its portrait with descriptive characteristics, understand what interests it is inherent in.
If there is no direct demand for the search, advertising on the Google Display Network or the Yandex Advertising Network will help. Depending on the characteristics of the target audience, we select the appropriate targeting. Advertising on networks in the context of correctly selected targeting, attractive ads, a useful product (this is implied by default) will allow you to generate demand, which will then appear on the search. Timing, the dynamics of increasing demand are directly proportional to the reach of the audience: the more the target audience learns about your product and becomes interested in it, the greater the public’s excitement in the search. The best results here can be achieved using viral content, creatives with a teaser, even hype. Of course, such techniques are not always appropriate – it all depends on the specifics of the business.
Use video ads with display ads. In them you can place more information about your product and its benefits, convince and attract a client. But remember: in the video you have only 6 seconds after it started to interest the user. Otherwise, no benefits of the product will block the lack of interest.
Another option for interacting with the target audience with the possibility of generating demand for search is advertisements for near-topic or information requests. Near-thematic are indirect requests that indirectly relate to the target audience, suggest that they belong to specific social groups, imply the potential presence of the necessary “pain” or need.
Information – these are requests in order to obtain information, definitions, concepts, values and essences of goods, services, phenomena, processes.
Suppose your product is an office exercise bike that you can twist under your desk. Its advantages are physical activity without interruption from the work process. In addition, the cost is much lower than a full-fledged exercise bike. Your product has no analogues in the market, therefore, it does not have search queries.
Target audience – office, remote workers, coworking centers.