intext advertising, intext marketing, contextual advertising, green links, ...
Geschrieben von Frank Herold • Sonntag, 22. November 2009 • Kategorie: editorial... call it as you want – as long as it works.
But does it work? Well, simpy ask yourself: Which kind of advertising has the greatest long-term effect on the consumer? Mailing? Print ad? TV commercial? Or is it the ceiling banner or the display on the POS?
The greatest long-term effect on the consumer has ... the product itself.
Sounds trivial but is being forgotten very regularly. And accordingly comes the packaging second. OK, it might be more important in the beginning and is on 1 first (compare us humans who check the outside to get to know the „inner values“), but when the content, the character cannot convince? ... Thanx for all.
On 3: the placement of the advertising or the product. Putting musli to winter tyres might be original, but that’s merely all to it. (I hope you realize that we are coming back to Intext Ads!) Musli amongst other muslis might be less originell, but increases the chance of being discovered by someone looking for cereals. You could, however, place the musli next to bread, jam and honey. In this breakfast surrounding, the musli might surprise, but it would not disturb. On the contrary, it might even raise the interest, it might be regarded as „useful“ or „great“ by the consumer because he does not need to go around and look for it. It is here and would be putt he the shopping cart. The service is caused by its mere existence.
Intext ads work exactly like that. It uses the users’ concentration to geht his attention. There is no disadvantage for the consumer if he does not respond to the offer, but he has a clear added value if he klicks because he gets what he wants right now – just one click away.
That’s exactly the intrinsic service that makes Intext ads so special, even if it is - from an psychological perspective - not that special at all. However, with Intext ads you satify the users’ hunger for facts at an instant – in small portions according to this appetite. Perfect, isn’t it?
