How can our marketing collateral pass through the customer’s noise cancelling head-phones

On a normal day, we visit lot of websites. It can be professional, personal or recreational purposes. And one thing that has been common across websites for years has been the advertisements. We see them everywhere. On top, left, right and bottom of the page. Though on a usual day, even though we notice advertisements everywhere, most of the times, we never think twice about the content.

online advertising

Traditional Marketing is usually headed for the dustbin 🙁

Traditional marketing can be the television ads or the pamplets we receive. Most of it fails to stir our interest. These ads are created and pushed on all customers. Almost little to no customization is made for the content in the ad. e.g. A Television ad, though the ROI and recollection factor is very high for them, there is little probability that it will hit the right audience. Everyone is forced to watch the same ad. If the product is not relevant to a viewer, the advertisement fails to make an impact on him/her. Same goes with the other traditional ad mediums – pamphlets, news paper ads etc.

traditional advertising

Content Marketing is smart..

This known disadvantages of traditional marketing was not unnoticed for a long time. Enterprises wanted to reach out to more prospects than ever- but to reach out to the right customers as well. For this, they realized that they have to identify their typical customer profiles and target them instead of everyone.

The first trace of content driven marketing was exhibited by August Oetker, in 1891. He sold small packages of his Backin baking powder to households with recipes printed on the back. He knew his audience and the strategy was to make his customers, repeat customers and his innovative marketing got him lot more customers than he expected.

1910 Dr. - August - Oetker

Soap Operas:

The next big step in content based marketing was the move made by PnG. There was an early radio series – Painted Dreams (during 1930s) which was broadcasted in weekday daytime slots, usually five days a week, when most of the listeners would be housewives. The shows were aimed at and consumed by a predominantly female audience. The advertisements were mostly soap and detergent commercials originally broadcast during the shows, which were aimed at women who were cleaning their houses at the time of viewing. Thus the name “Soap Opera” – “Soap” refers to detergent commercials and “opera” refers to the melodramatic character of the shows.

origin of soap opera

The Michelin Guide

Of course, the biggest and best example of content based marketing is the MICHELIN Guide which initially started out as a booklet circulated by Michelin to aid road trippers find good watering holes. Today, it stands as the pre-eminent sign of sophistication in the restaurant business.

The Michelin Guide
Image Source: Michelin Guide

How to move past the noise?

We have discussed up till now, how content marketing enables the establishment of a “connect” with the customer by smartly mixing in a contextual story around the marketing message.

We can also approach the same problem from another angle. The idea is to show traditional digital ads to the right customer at the right time in order for the message to resonate with sufficient depth. For this, it is imperative to track the target customer’s preferences, purchase patterns, digital foot prints and so on.


The other related aspect to this is Personalization- showing targeted marketing collateral that is based on known interests and preferences of the customer or prospect.

Nowadays when you browse, you will notice that the ads on the side panels look eerily contextualized to the website you visited before you landed there. If you had put an item on the cart of an ecommerce retailer, the banner ad of that item would keep following you like a lovelorn puppy wherever you go. So how does the website know what is our interest? And how does it make sure that it displays the right ad in all the websites we visit?

Content marketing - personalization

Though the start (customer) and end point (Right ad for the right customer) look so simple, enormous data analysis has to be done behind the scenes to achieve this. Big data explosion, which helps the marketing teams to understand the customer, makes the analysis complex, because of the amount of data which has to be processed to get the insights. The biggest problem of all, when a customer purchases a product, how to attribute which medium was the reason behind it?

  • Is it the banner ads placed across various websites?
  • Is it the emails which had positioned the product in favourable light?
  • Or was it the promotion?

Various enterprises, across various verticals are trying to understand the customer behaviour and trying to map to the right marketing medium with the right content. We at BRIDGEi2i, can help these questions answered with experts from customer intelligence and marketing effectiveness working with big data team can enhance Digital Marketing Effectiveness Transform digital data into actionable insights to deliver an enhanced customer experience.

  • Improve Web Traffic Volume and Quality
  • Increase E-commerce Conversion
  • Understand and Leverage Social Media