Is it possible to attract relevant traffic to B2B Attract Targeted Traffic using display advertising? How to measure the effectiveness of this tool? What are the mechanics of increasing coverage for manufacturing companies?
Anna Khalepo, senior specialist in paid promotion at the Traffic Completo unit , answered these and other questions and shared her experience of using media advertising to promote complex B2B.
Why B2B needs media advertising
Media advertising is an advertising communication directors email lists product aimed at spectacular perception, attracting the attention of the audience with the help of images, video, audio.
In a broad sense, it includes almost all advertising methods except direct ones. In a narrower sense, it includes banners and videos.
Formally, media advertising is considered contextual, but it differs in placement, format, and task. For example, it primarily works with the audience’s perception, attracts attention to the product, company, and brand, forms an opinion, and evokes certain emotions.
Visually, media advertising may the pomodoro method in time management not differ from performance advertising, but their preparation and implementation strategies are different.
In B2B, display advertising is used to :
- increasing brand awareness;
- formation of a positive image of the company;
- increasing the coverage of the target audience (TA);
- attracting potential clients.
In our experience, this type of promotion works best at the top stages of the customer journey, but can also be beneficial during the actual purchase process of a product/service.
Who is media advertising suitable for?
As practice shows, media advertising is a solution suitable for:
- large businesses aimed at increasing whatsapp data recognition (manufacturing, IT integrators, large distributors);
- companies that have exhausted the possibilities of performance advertising, but who want to scale even more. For example, enter new markets, increase the volume of repeat sales;
- companies with a long transaction cycle and a high product/service check, when you need to tell about yourself, gain trust, and be on everyone’s lips during the decision-making period to purchase.