Today, the phrase Situational advertising covers a variety of online marketing strategies and tactics that make use of the real-time dynamic to affect consumer behaviour. These strategies may take the form of videos, emails, television, physical media, coupons, and text advertisements in stores. This type of marketing is used by companies for different reasons; sometimes it may include brand building as a way to become recognizable and popular. At other times, this type of marketing strategy is used to sell products or services by using the power of the internet.
Making a household name out of a brand
Some companies may choose to execute a few different campaigns that are designed to build brand recognition. One strategy would be to hold a promotional event relevant to the brand name, at a time and place that coincides with the launch of a new product. One popular method used to create brand recognition events these days is via social media. TikTok is a very popular platform used for branding nowadays, and websites such as TikTokStorm are perfect for boosting marketing results.
By holding the event, potential customers are exposed to the brand, to the logo, and to the offerings. For many businesses, the key to success is getting their products or services into the hands of as many potential consumers as possible. To do this, many companies turn to the power of situational marketing.
An example of a situation that could incorporate situational marketing is the launch of a new television or mobile phone. Many consumers have been looking forward to this big event with anticipation. The timing could not be worse than when a new major sporting event takes place. The consumer may have a hard time finding the right time to purchase these products because most retailers have already cleared their stands for the big game. In an effort to capture the attention of potential customers, this company decided to hold a launch event that was relevant to their brand’s offerings, at a time that was convenient for everyone – right time, right place.
Another example of a situation that could make use of situational marketing techniques is a brand launching or product launch. If a brand wants to create buzz about their new product or service, they will likely want to create social media posts about their product in order to attract interest. However, these social media posts should not be solely promotional content. Rather, they should use the social media posts as a platform to present positive aspects of the brand, as well as any customer service contact information that they have available.
The impact of social media
Social media has changed how many marketers think about how to advertise. Today, it is often more effective to use a combination of traditional advertising techniques, along with the innovative opportunities provided by social media. Social media is no longer a simple forum for brand building. Marketers are using social media platforms to advertise to their target audience and create awareness about new products or services. In some cases, they are also using the social media platform to build loyalty among their customer base and to spread the word about complementary products. In this case, situational marketing would be designed around the opportunity presented by the media outlet.
A prime example of situational marketing is a YouTube video created to coincide with an on-stage product demonstration. The social media post that coincides with the event may be a sales pitch, but it may also include promotional content such as behind the scene footage of the product being used, interviews from current or former customers, testimonials from those who have purchased the product in the past, or promotional content such as clip art. Regardless of what the precise purpose of the video may be, it is important to make sure that the content does not focus solely on the sale, but that it also uses some of the interactive elements of the social networks.
Another example of situational marketing occurs when an individual promotes a business or product to friends and family members on social networks. When done correctly, this can draw attention to the brand and increase sales. However, caution must be used to ensure that the content is not deceptive or attempts to market the business in a way that is contrary to the interest of the target audience. For instance, if the video is intended to draw attention to the fact that the brand offers discount coupons, careful consideration should be made as to whether or not the discount coupons are actually available to the target audience.
Conclusion
Situational advertising is just one of the many internet marketing strategies that are being used to increase visibility online. It is an innovative means of using social media platforms to advertise products or services for which traditional forms of advertising have proven to be largely ineffective. These strategies are becoming increasingly popular with all of the individuals that own computers, regardless of their age or gender. While traditional forms of marketing may no longer be able to guarantee that the advertisement will reach the target audience, social media advertising allows businesses to reach millions of people within a short period of time. Because of this, the popularity of situational marketing has grown tremendously.
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