Marketing, just like every other profession, requires high levels of competence and expertise in order to succeed.
Laymen believe all a marketer’s job entails is to coerce prospective clients into buying into either their products or services when in actuality, the minor intricacies involved would astound even the most brilliant mind.
However, we won’t go into that.
Instead, I want to tackle a rather rudimentary marketing concept that many website owners seem to be overlooking as they peddle products to their viewers; condition marketing.
Essentially, condition marketing involves structuring your ads on the basis of predictions made about particular viewer’s behavior while online. The ads will then be set up such that whenever a certain condition is met, they appear.
Such conditions may either be in the forms of clicks or time spent on a specific article. Seems easy right?
Then why do most modern day websites keep spamming us with pointless ads whenever we take some time out to browse the Internet?
Without a clear strategy on how to present their respective advertisements, websites essentially flood their page with nonsensical ads whose emergence is as sporadic as it is irrelevant.
Therefore, in a bid to educate both you and the web administrator who keeps trying to make me buy a pair of Spandex, lets attempt to demystify condition marketing.
Monitoring Consumer Activity
Most, if not all, of us hate it when an ad pops up while we are browsing.
Up until recently, when I got acquainted with the various intricacies of modern day online affiliate marketing, I believed such ads were as a result of a virus on my computer.
To make matters worse, a large majority of these ads are completely unrelated to the content you were reading. You could be a man reading a sports column when all of a sudden, an ad for couture dresses interrupts you.
Not to say women don’t like sports, but in what world is American football related to a Versace dinner gown? And more importantly, what prompted the ad to pop up in the first place?
These are just but a few of the reasons why website administrators need to get acquainted with the basics of condition marketing.
Just a quick analysis of your reader’s activities can allow you to conveniently place a relevant ad whose emergence is linked to whatever article or segment of your website receives the most clicks.
This would not only make more sense than a random ad ambush, but also allow you to structure the ad so as to relate to the content the reader wanted to see. With the aforementioned relation, the chances of clients actually appreciating the ad and purchasing your product increase exponentially.
Condition Social Media Marketing
Lets face it; social media has taken over the world.
Seeing as we are at a point where even our grandparents spend countless hours coming up with witty ways to update their Facebook statuses, it is safe to say the fad is here to stay.
As a result of this popularity, the platforms decided to introduce paid advertisements.
This is intended to take advantage of the millions of people who scroll their feeds everyday looking for something to catch their eye. However, with social media, their condition marketing banks more on time spent as opposed to forecasted clicks.
If we take Instagram as an example, business profiles can market themselves to up to 30,000 people a week for as low as $6.
These ads are strategically placed on select persons’ feeds in such a way that they resemble regular posts so as to stave off any complaints from clients. Their regularity is dependent on the time a user spends scrolling through his feed with an ad appearing almost every minute.
This not only ensures products are promoted, but also counters the common disregard often associated with ads by blending them in as if they were regular posts.
The increased reach, and cleverly positioned hyperlinks, enable most businesses to attract new consumers thereby incrementing their profits.
Condition Marketing in Real Life
Although many of its benefits are rooted in the online world, variations of condition marketing are evident in our day to day lives. Everyday, salespersons manage to psychoanalyze you thereby determining which products they should advertise to you.
Think back to your last interaction with a trained salesman.
More often than not, he starts by exchanging pleasantries as he gauges your responses to determine whether or not you are a viable candidate for his product.
He will then steer the conversation towards the product or service he has to offer. This is not done directly since most professionals know that a sales oriented tone tends to put off clients.
However, once you make the mistake of asking a particular question or exposing a certain need, he pounces with his product and tries to coerce you to buy it.
Just as online condition marketing depends on a select action so as to present an advertisement, the salesman waits on your vulnerability so as to begin his sales pitch.
In actuality, websites are simply refined versions of sales personnel.
They lull you into a false sense of security with their interesting content then when you least expect it, a single click brings out a barrage of ads. This may seem mischievous but if the product on show relates to the content the client was reading, it is merely a suggestion from the website administrator that could result in a worthwhile purchase.
All in all, marketing is a sneaky game geared towards swaying consumer opinion. However, at least with the concepts of condition marketing in tow, marketers can slowly ease us into a sale as opposed to repeatedly shoving their products in our faces. The art of sales has always had its background firmly influenced by persuasion, and with condition marketing, this heritage is revived so as to eliminate the bombardment that is currently rampant on the internet.
So web administrators, spare us the hassle and adopt condition marketing today.