Peculiarities of contextual promotion in B2B
Posted: Thu Jan 30, 2025 6:07 am
Conventionally, all the restrictions that manufacturers face when choosing this method of promotion can be divided into three fairly large categories, due to:
business niche . These include:
smaller (compared to B2C) target audience;
lack of generated demand;
differences between the motivation of a decision maker and a person who is directly involved in finding a contractor/product.
advertising system . In our case, Yandex Direct:
There are topics prohibited for advertising. For example, russia consumer email list cigarettes, alcohol, gambling;
In some areas, a license is required. For example, when providing medical services.
features of business processes :
limited geography of service provision or product sale;
limited product matrix;
sales through dealers. Let's say sales are conducted on the manufacturer's website, and then distributed among dealers depending on geographic location, or by tags embedded in B2B2C advertising;
the impossibility of using third-party scripts, such as GTM for setting tracking goals, call tracking systems or end-to-end analytics, which generally greatly reduces the quality of contextual advertising. Moreover, in Yandex Direct, campaigns are increasingly being tailored to automatic strategies.
business niche . These include:
smaller (compared to B2C) target audience;
lack of generated demand;
differences between the motivation of a decision maker and a person who is directly involved in finding a contractor/product.
advertising system . In our case, Yandex Direct:
There are topics prohibited for advertising. For example, russia consumer email list cigarettes, alcohol, gambling;
In some areas, a license is required. For example, when providing medical services.
features of business processes :
limited geography of service provision or product sale;
limited product matrix;
sales through dealers. Let's say sales are conducted on the manufacturer's website, and then distributed among dealers depending on geographic location, or by tags embedded in B2B2C advertising;
the impossibility of using third-party scripts, such as GTM for setting tracking goals, call tracking systems or end-to-end analytics, which generally greatly reduces the quality of contextual advertising. Moreover, in Yandex Direct, campaigns are increasingly being tailored to automatic strategies.