There’s a lot of hype around contextual marketing today, and at first glance, it certainly seems legit. Contextual marketing is an advertising model that helps dental marketers serve their online dentist audiences with targeted ads based on the users’ recent online behavior. But does this strategy live up to expectations? Not always.
Here’s what dental marketers need to know.
Contextual marketing, and its close counterpart, behavior-based marketing, rely heavily on algorithms to build audiences based on the previous online activity of each user. Searched Google for practice management software online? Must be a dentist. Liked the ADA on Facebook? Went to a university with a dental school? Sounds like a dentist to me.
Never mind the fact the user could be an office manager, an industry sales rep, a dental student, or a dentist practicing in Mexico – none of which dental marketers expect to be targeting.
That’s the drawback to contextual marketing. Yes it may be more targeted than what used to be possible, but it’s up to the dental marketer to ask the right questions to verify the quality of the audience. In fact, fewer than 20% of the targeted audiences actually turn out to be a U.S. dentist. So as it turns out, paying for 100,000 impressions isn’t worth the money if you’re not earning actual dentist impressions.
Even the most sophisticated algorithms can’t account for human behavior. However, here at Doctor Distillery, we have a verified network of over 180,000 U.S. dentists and are ready to demonstrate our proven strategies to your dental organization. Whether you’re looking for clicks, impressions or leads, click here to learn more about we can help you start to maximize the return on your digital marketing investment.
Naomi Cooper is CEO and Co-Founder of Doctor Distillery. With over 15 years in the dental industry, she is a respected dental marketing executive, strategist, consultant, author, speaker and industry opinion leader. Naomi has worked with dozens of leading companies across the dental industry, helping them to develop a cohesive marketing approach and creating tangible results for their marketing efforts aimed at the dental professional. For more information about how Doctor Distillery can help dental marketers reach 180K dentists online, email Naomi at naomi@doctordistillery.com or simply click here.
