Question 1

What is Native Advertising?

Accepted Answer

Native advertising is a form of online marketing in which paid advertising content is integrated into the editorial context of a website or platform so that it blends in visually and in terms of content. The goal is to deliver an unobtrusive yet effective advertising message that doesn't disrupt the user experience, resulting in a higher click-through rate.

Features of Native Advertising

Visual fit: Ads are designed to fit seamlessly into the design and layout of the platform on which they appear. They resemble the look and structure of editorial content and often use the same fonts and colors.
Content alignment: The content of native ads relates thematically to the surrounding editorial content and is relevant to the target audience. This can be articles, lists, videos, or other multimedia formats.
Advertising note: Although native advertising is an inconspicuous form of advertising, the ads must be labeled according to legal requirements. Common labels are "Sponsored Post", "Advertisement" or "In cooperation with".

Why use native advertising?

Native advertising can be an effective strategy to reach potential customers in an unobtrusive way. Since this type of advertising resembles editorial content, it is more likely to catch users' attention and generate interest. In addition, native advertising offers the following advantages:

Higher adoption: Unlike traditional display ads, which are often perceived as annoying, native ads are unobtrusive and enhance the user experience on the website.
Better performance: Studies show that native ads achieve higher click-through and conversion rates than traditional forms of advertising.
Targeting: Native ads can be targeted based on interests, demographics, and online behavior to deliver a relevant advertising message.

Platforms for Native Advertising

Native advertising can be used on various platforms, such as:

Traditional online publishers: Paid content can be integrated into the editorial section on news portals, blogs and magazine websites.
Social media: Platforms such as Facebook, Instagram or Twitter offer their own native advertising formats such as sponsored posts or in-feed ads.
Content discovery platforms: Providers such as Outbrain or Taboola place native ads in the form of content recommendations on partner publishers' websites.

Question 2

What is Growth Hacking?

Accepted Answer

Growth Hacking is a combination of marketing, data analytics, product development and technology to accelerate the growth of a business or brand in a short period of time. The main objective of Growth Hacking is to develop innovative strategies and techniques to increase customer acquisition, retention and conversion.

How did growth hacking come about?

The term growth hacking was coined in 2010 by Sean Ellis, a successful marketing expert who has worked at companies including Dropbox and LogMeIn. Ellis found that traditional marketing methods were not enough to enable rapid growth in the digital world. So he developed the concept of growth hacking to scale faster and more cost-effectively.

Basic principles of growth hacking

Agility: growth hackers work in rapid iteration loops to continuously optimize their strategies and tactics to respond to new market or product introductions.
Experimentation: By continuously testing and experimenting with new ideas and approaches, innovative ways to acquire and retain customers are identified and implemented.
Data orientation: Growth hackers use data to optimize their strategies and tactics. They measure success using key performance indicators (KPIs) and use tools to analyze and interpret the results obtained.
Scalability: Above all, the growth hacking strategies applied should be scalable and thus enable long-term growth.

Examples of growth hacking methods

Growth hacking methods can vary by company and industry. The following are some well-known examples:

Dropbox offered free storage for users who recommended the product to friends. This had a huge impact on the user base and led to strong growth for the company.
Airbnb used the Craigslist platform to bring their offerings to a wider audience in the early days. By automating the posting of listings on both platforms, they quickly gained awareness and market share.

When implementing growth hacking, collaboration between marketing, developers, designers and product management is essential to develop and implement effective and sustainable growth strategies.

Question 3

What is Guerrilla Marketing?

Accepted Answer

Guerrilla marketing is an innovative and unconventional marketing strategy that aims to generate maximum attention with surprising and unexpected actions. The term was originally developed in reference to guerrilla warfare, in which small units with limited resources challenge a superior force. In contrast to traditional marketing measures such as TV advertising, print ads or online marketing, guerrilla marketing focuses on the creativity and originality of the campaigns. In addition to the surprising effect, another advantage of this method is the comparatively low cost.

Types and examples of guerrilla marketing

There are various forms of guerrilla marketing campaigns, which can be varied depending on the target group and product. Among the best known are:

Ambient Marketing: These are actions that intervene in the daily living space of potential customers and thus transform the familiar environment into an advertising space. Examples include unusual posters, stickers, or art installations in public spaces.
Viral Marketing: These measures aim to get the target group to spread the advertising message on digital platforms such as social media or email traffic independently and without much effort. Emotions, humor, and viral potential play a crucial role here.
Event Marketing: This type of guerrilla marketing involves creating a unique, unexpected event that catches people's attention and gets them talking. Examples are flash mobs, unexpected product presentations or spectacular installations.

The advantages and disadvantages of guerrilla marketing

Advantages:

High attention through unconventional actions
Quick dissemination of the advertising message
Low budget compared to traditional marketing methods

Disadvantages:

Legal problems due to possible violations of the law
Uncontrollable reactions of the target group
Risk of negative feedback or loss of image

As a full-service marketing agency, Bajorat Media offers consulting and planning in creative marketing approaches such as guerrilla marketing, in addition to traditional online marketing measures such as SEO, SEA and social media marketing.

Question 4

What is a hashtag?

Accepted Answer

A hashtag is a keyword or phrase used in social media platforms such as Twitter, Instagram, Facebook, and LinkedIn and is marked with a double cross (#). Hashtags help categorize content and make it easier for users to find.

Hashtags are helpful tools in online marketing and social media marketing because they make it easier to find content for specific topics, which helps promote and share relevant content.

How hashtags work

When a user adds a hashtag to a post on one of the social networks, the hashtag automatically becomes a hyperlink that leads to a page collecting all posts with the same hashtag. Other users can then click on the hashtag to find and engage with all relevant content on that topic.

The more often a hashtag is used, the higher the chances that the content will be seen and shared by more people. Therefore, it is important to use popular and appropriate hashtags for the target audience or the desired topic.

Advantages of hashtags in online marketing

Increase visibility: Hashtags can be used to present relevant content to a wider audience by making it easier to find in social network search results.
Increase interaction: Hashtags encourage interaction between users because they connect common interests or topics. This increases the chance that content will be shared and discussed.
Simple analysis: Using hashtags allows businesses to better evaluate the success of their social media marketing strategy by tracking how frequently their hashtags are used and which posts are successful.
Participation in trends and events: Companies can participate in current discussions or events by using relevant hashtags to increase their visibility.

Choosing the right hashtags

To find the right hashtags, companies should first analyze their target group and find out what topics they are interested in. Then they can identify relevant keywords and phrases that fit their product or service and use them as hashtags. Popular hashtags in the respective industry or related to current trends can also be used to increase reach. It is important to sensibly limit the number of hashtags used per post so as not to overwhelm the user and to focus on the desired content.

Question 5

What is a video platform?

Accepted Answer

A video platform is an online resource where users can upload, share, and watch videos. These sites allow both businesses and individuals to share their content with a wide audience. The most prominent examples of video platforms are YouTube, Vimeo, and Dailymotion.

How video platforms work

Video platforms offer the option of uploading videos in various formats and quality levels. The platforms usually convert the uploaded videos into a web-ready format that can be played on different devices and browsers. After processing, the videos are given a unique link or embeddable option so that they can be shared by users and embedded on other websites. Some platforms also offer additional features such as creating playlists, subscribing to other users' channels or adding comments and ratings. This creates a community around the sharing and conversation of videos.

Use of video platforms in online marketing

Video platforms are also very important for online marketing agencies such as Bajorat Media. Videos can be used on these platforms for SEO (search engine optimization), SEA (search engine advertising) and social media marketing in order to increase the reach of brand messages and products. Effective video marketing involves creating high-quality content that is tailored to the target group and appeals to their needs and interests. This includes product presentations, tutorials, testimonials, webinars or animated explanatory videos. On video platforms, these videos can be tagged with keywords, titles and descriptions to make it easier for users to find the content.

Choosing the right video platform

Choosing the right video platform depends on various factors, such as the target group, the desired functions, the available resources and the online marketing objectives. The best-known video platform is YouTube, which is also the second-largest search engine in the world. When using YouTube, however, it should be noted that the platform places advertisements and can influence video quality. Alternatively, Vimeo or Dailymotion can also be considered. Vimeo is known for its high-quality videos and offers an ad-free environment. Dailymotion is another alternative with a wide selection of content and the option to create personalized channels.

Online Marketing & Web Design | FAQ / Lexicon

Learn more about online marketing & web design with our lexicon of terms and FAQ. Answers to your questions from our experts.

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