{"id":512,"date":"2016-09-23T14:20:53","date_gmt":"2016-09-23T12:20:53","guid":{"rendered":"https:\/\/inma.no\/?p=512"},"modified":"2016-09-26T13:30:43","modified_gmt":"2016-09-26T11:30:43","slug":"annonsen-alltid-relevant","status":"publish","type":"post","link":"https:\/\/inma.no\/annonsen-alltid-relevant\/","title":{"rendered":"Annonsen din kan alltid bli mer relevant"},"content":{"rendered":"<p>av Erik Storm, medlem av <a href=\"https:\/\/inma.no\/faggruppen-for-remarketing\/\">INMAs faggruppe for Remarketing.<\/a><\/p>\n<p>Annonser og reklame kan alltid bli mer relevant. Alltid.<\/p>\n<p>\u00d8kningen i bruken av AdBlockere forklares delvis av \u00f8nsket om \u00e5 ikke se reklame\u00b9 og satt p\u00e5 spissen s\u00e5 er det nesten ingen som liker reklame. Vi godtar det fordi vi f\u00e5r noe i retur. P\u00e5 den andre siden er det f\u00e5 som ikke \u00f8nsker \u00e5 f\u00e5 et godt tilbud som er aktuelt for akkurat meg.<\/p>\n<p>Med utviklingen innen spesielt det digitale blir det stadig mulighet til \u00e5 n\u00e5 ut mer og mer presist til enkeltbrukere. Og det l\u00f8nner seg.<\/p>\n<p>Seneste p\u00e5 \u00e5rets INMA Performance Awards var det en rekke innsendte caser som viste hvordan resultater ble signifikant bedre med \u00e5 tilpasse seg brukere og v\u00e6re mer relevant.<\/p>\n<p><strong>Slik blir du mer relevant<\/strong><br \/>\nDet er mange m\u00e5ter \u00e5 bli mer relevant p\u00e5, og etterhvert kan du bli mer avansert. Men la oss starte med det grunnleggende.<\/p>\n<p>F\u00f8rst og fremst krever det litt analysearbeid av deg for \u00e5 vite hvem du retter deg mot, hvor de er og hva de er p\u00e5 jakt etter. Jo bedre jobb du gj\u00f8r her, jo bedre blir resultatet videre.<\/p>\n<p>\u00d8nsker du \u00e5 f\u00e5 folk gjennom en trakt (kundereise) s\u00e5 m\u00e5 du ha ulike budskap til de som er \u00f8verst i trakten og de som er nederst i trakten.<\/p>\n<p><strong>Demografi &#8211; Gamle menn eller unge kvinner<br \/>\n<\/strong>Ut i fra demografiske data som kj\u00f8nn og alder kan du allerede her bli mer relevant.<\/p>\n<p>Gamle menn er ofte opptatt av noe annet enn unge menn, mens menn og kvinner ofte kan ha helt forskjellig \u00f8nsker og interesser. Hvorfor skal de f\u00e5 samme annonse?<\/p>\n<p><strong>Enheter &#8211; Stor eller liten skjerm<\/strong><br \/>\nOm jeg ser en annonse p\u00e5 mobil eller PC kan benyttes til \u00e5 vise ulike annonser. Kanskje du b\u00f8r ha mindre tekst og st\u00f8rre knapper p\u00e5 annonsene p\u00e5 mobiler &#8211; eller f\u00e5 meg til \u00e5 bes\u00f8ke butikken din.<\/p>\n<p><strong>Geografi &#8211; Hvor er jeg<br \/>\n<\/strong>Hvis du vet at jeg er i n\u00e6rheten av butikken din burde budskapet ditt kanskje heller v\u00e6re \u00e5 f\u00e5 meg til \u00e5 komme innom \u00e5 se p\u00e5 alt det fine du har.<\/p>\n<p>Annonser som retter seg mot hvor du er vil gj\u00f8re det bedre enn generelle annonser. Ved \u00e5 ta med lokale stedsnavn eller opplysninger blir annonsene mer relevant og resultatene vil bli bedre.<\/p>\n<p><strong>Tid &#8211; Hvilken dag er det<br \/>\n<\/strong>Ved \u00e5 utnytte b\u00e5de klokkeslett og hvilken dag det er kan du bli mer relevant.<\/p>\n<p>Ikke fortell meg om September-tilbudet i Oktober, eller at jeg kan ringe deg n\u00e5r kontoret er stengt.<\/p>\n<p>Fortell meg om s\u00f8ndagstilbudet p\u00e5 en s\u00f8ndag, og at butikken n\u00e5 er \u00e5pen kl 09.<\/p>\n<p><strong>Vist interesse for &#8211; Jeg liker produktet ditt<br \/>\n<\/strong>Hvis du vet at jeg har sett p\u00e5 produktet ditt flere ganger og ikke kj\u00f8pt burde du vise meg annonser med produktet eller sammenlignbare produkter. Det er mer relevant.<\/p>\n<p><strong>Har vi nok data?<\/strong><br \/>\nAlle har vi opplevd \u00e5 se tilpassende annonser som ikke er relevante. Vi f\u00e5r eksempelvis annonser for et hotell rett etter at vi har booket. Dette skjer typisk n\u00e5r jeg har sett p\u00e5 to hoteller, men &#8211; naturligvis &#8211; bare booket det ene. Da vil det andre hotellet pr\u00f8ve \u00e5 f\u00e5 meg til \u00e5 booke rom en god stund.<\/p>\n<p>Dermed blir annonsen ikke relevant for meg rett og slett fordi hotellet ikke har nok data. De vet ikke at jeg allerede har booket.<\/p>\n<p>S\u00e5 skal annonser bli s\u00e5 relevante som mulig vil det v\u00e6re behov for \u00e5 dele mer data og informasjon. Men det er en annen debatt.<\/p>\n<p>Men det er allerede masse informasjon tilgjengelig som kan benyttes for \u00e5 gj\u00f8re annonser og markedsf\u00f8ring mer relevant. N\u00e5r det gir bedre resultater &#8211; hvorfor skal vi ikke alltid bli mer relevant.<\/p>\n<p>S\u00e5 bli mer relevant &#8211; det kan alltid bli mer relevant!<\/p>\n<p>(1) Kilde:\u00a0<a href=\"http:\/\/www.helt.digital\/adblock-og-stillheten-etterpa\/\">http:\/\/www.helt.digital\/adblock-og-stillheten-etterpa\/<\/a> (15. sep. 2016)<\/p>\n<p>Foto: Daniel Oines \/ Flickr \/ CC<\/p>\n","protected":false},"excerpt":{"rendered":"<p>av Erik Storm, medlem av INMAs faggruppe for Remarketing. Annonser og reklame kan alltid bli mer relevant. Alltid. \u00d8kningen i bruken av AdBlockere forklares delvis av \u00f8nsket om \u00e5 ikke se reklame\u00b9 og satt p\u00e5 spissen s\u00e5 er det nesten ingen som liker reklame. Vi godtar det fordi vi f\u00e5r noe i retur. P\u00e5 den [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[12,21],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Annonsen din kan alltid bli mer relevant - INMA - IAB Norway<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inma.no\/annonsen-alltid-relevant\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Annonsen din kan alltid bli mer relevant - INMA - IAB Norway\" \/>\n<meta property=\"og:description\" content=\"av Erik Storm, medlem av INMAs faggruppe for Remarketing. 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