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Content marketing types and formats

You already know your purpose for creating content, which target group your content will be aimed at and which topics you will focus on. The next step in your content marketing strategy is to determine the type of content and the format in which you are going to publish it. This is an interesting but difficult choice, because there are countless types and formats to choose from. It is not easy to view these two elements separately either, but Chris Lake makes an admirable attempt in his Periodic Table of Content Marketing.

Blog
Content Marketing
Marketing Strategy
Content marketing types and formats

10 tips for an optimal B2B social media strategy

You probably already know that social media is a great channel for promoting yourself, for getting and staying in touch with customers or prospects and for increasing awareness of your brand. But most marketing professionals in the technical B2B industry find it hard to figure out the right social media strategy. Are you struggling to decide how to start? Which messages to post, and how frequently? How to get fans or followers? First let me be clear: there is no golden rule. But these ten tips will certainly help you on your way!

Blog
Marketing Strategy
Social Media Marketing
10 tips for an optimal B2B social media strategy

How geospatial professionals find new products

In one of our previous blogs, we’ve explained why Geo-matching is much more than just a platform for lead generation; in fact, it is primarily used as an information platform. By enabling industry professionals to search for, find and compare new products, Geo-matching plays a crucial role in two key phases of the customer journey: awareness and product consideration. In this blog we will dive deeper into how Geo-matching is used in the information phase and how you can utilise your account to gain optimum benefit in this phase.

Blog
Marketing Strategy
Marketing Funnel
Customer Journey
Geo-matching
How geospatial professionals find new products

Why print ads can make a difference in your marketing mix

In today’s rapidly changing and increasingly digital world, the confidence in printed advertisements seems to be declining at a rapid pace. The downward trend in global spending on print advertising says it all; between 2000 and 2014, the annual spend fell massively from US$67 billion to US$19.9 billion. We’re seeing a reflection of this trend at Geomares too, with print’s revenue share dropping from 88% in 2013 to 60% in 2017. Does this mean that the end of print advertising is near? Or does it actually offer opportunities to set yourself apart by advertising in print?

Blog
Marketing Strategy
Display Advertising
Why print ads can make a difference in your marketing mix

Dynamic Remarketing Ads

Remarketing is the technology that enables us to serve ads to your potential customers as they move across the internet. When a user visits our platforms, a small snippet of code adds that user to a remarketing list. When users visit a website outside our channels we can still serve your ads.

Why choose for remarketing ads instead of display ads on our own platforms?

For starters, remarketing campaigns and display campaigns on our platforms can really enhance each other. Using display ads (image based ads such as leaderboard and rectangles) on our websites is ideal for creating brand awareness by leveraging our valued and industry-respected platforms. Brand awareness can affect every stage of the purchase funnel. Strong, positive awareness acts like a magnet that puts customers on a fast track to purchase.

Using remarketing ads is great if you have a campaign with a clear call to action (C2A) such as signups for webinars, demos or trials. Via remarketing we can serve your ad to our visitors more often. That’s why remarketing ads are mostly paid per click (PPC) and display ads on our own platforms are based on impressions per month.



What is a dynamic remarketing ad?

A dynamic or responsive remarketing ad is an ad that automatically adjusts its size, appearance, format and message to fit available ad spaces outside our platforms.

Dynamic remarketing ads can fit in just about any ad space and can contain the following elements:


short headline
long headline
description
marketing images
logo




Short headline

The short headline is the first line of your ad, and appears in tight ad spaces where the long headline doesn't fit. Short headlines may appear with or without your description.
Write at least two up to five, short headlines. It is important that they contain up to 30 characters. A space is also counted as a character.

 

Long headline

The long headline is the first line of the ad, and appears instead of your short headline in larger ads. Long headlines may appear with or without your description. When rendered in an ad, the long headline's length will depend on the site it appears on. If shortened, the long headline will end with ellipses ⟨...⟩.
We require one long headline made of up to 90 characters. Here a space is also counted as a character.

 

Description

The description text is in addition to the headline and invites people to take action. It can also be up to 90 characters, and may appear after the (short or long) headline. Note that the length of the rendered description will depend on the site it appears on. If shortened, the description will end with ellipses ⟨...⟩. Use the maximum of five descriptions to gain the best result.

 

Marketing images

Having multiple marketing images is recommended, because it makes it easier for the algorithm to optimize your ads (what image works best with what text). Up to 15 marketing images can be used.

Landscape. The landscape image should have a ratio of 1.91:1 and be greater than 600x314 px (1200x628 px recommended). The file size limit is 5MB.

Square. The image square (1:1) image should be at least 300x300 px (1200x1200 px recommended). The file size limit is 5MB.

Try to avoid text in the images

 

Logo

For best rendering two logo images should be provided:
Square (1:1) with a recommended size of 1200x1200px (minimum size is 128x128 px)
Landscape (4:1) logo, which should be at least 512x128 or greater. The recommended size for the landscape logo is 1200 x 300.
Keep in mind that a transparent background is best for all logos, but only if the logo is centered. The file size limit is also 5MB.


The automatically adjusting size and formats means that the ability to serve ads in all formats opens territory that previously couldn’t be target. In other words, the dynamic remarketing ads have a greater reach and more opportunities for conversions compared to standard display remarketing ads (300x250 px) which is important when you serve ads to small niche markets.

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Conversion Optimization
Database Marketing
Advanced Targeted Marketing
Lead Generation
Display Advertising
Dynamic Remarketing Ads