Different topics that trend in different parts of the year give us a good indication of where we should direct our energy, and when. But this is far from meaning you can lean back and take it easy for the rest of the year. Because exactly as the graph above shows, we read about the economy all year round. The same applies to most other topics, and that’s why we encourage continuous presence.
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The four most important areas for 2022
In an article we wrote in December, we looked back at 2021 to find out what we think will be important in the 2022 marketing year. We mentioned four focus areas we think are particularly important, including the value of continuous presence with always on campaigns, new ways of measuring success, in-banner video and, last but not least, privacy.
1. Always on – the importance of continuous presence!
With always on, you secure your presence when articles suddenly appear where you should be visible. The instant articles highly relevant to your brand are published, the Kobler platform makes sure you’re there, at exactly the right time, without you having to lift a finger! The only thing you have to do is create a campaign. The system does the rest of the work for you.
The Kobler platform allocates the budget where it’s most beneficial. This way you get the most out of your campaign – and not least your campaign budget. In other words, the campaign is more effective and less costly.
Since digital advertising began, marketing people have been ‘click focused’. And of course we aren’t going to completely abandon this focus, especially if you're looking for quick sales. But if you’re keen to build trust with a good, safe brand, which in turn leads to sales, you should focus on visibility.
User behavior is constantly changing. Fewer people spend time online just looking for ‘anything’. Now when we’re online, we often have a specific problem in mind that we want to solve. This means the user is focusing on that particular task, for example on the topic that’s currently trending: ‘Spring cleaning your finances'. When a user reads an article about personal finance, an advert about garden tools may not be very relevant. When we’re focused on one thing, it takes a lot to make us shift our attention to a completely different direction.
But if you place a contextual advertisement that has a financial message, for example, from a bank, in the same finance article, it is highly likely that it will get attention.
It's never wrong to focus on relevance and visibility!