Advertising has changed a lot with the rise of the internet. Today, businesses no longer just show ads that interrupt your favorite show or online video.
Instead, they create interesting content that matches what people want to read or watch.
This new style is called content-based advertising, which is the focus of the book Customers Now: Profiting From the New Frontier of Content-Based Internet Advertising.
This book teaches readers how to use advertising that feels more natural, making people more likely to trust and enjoy what they see.
Book: Customers Now: Profiting From the New Frontier of Content-Based Internet Advertising
Customers Now: Profiting From the New Frontier of Content-Based Internet Advertising will show you how to master two simple content advertising programs - Google's AdWords content ad network and ... Google Books
- Originally published: November 2009
- Author: David Szetela
What You’ll Learn in This Review
In this review, we’ll cover:
- An overview of content-based advertising
- Strategies to attract customers
- Themes that make the book interesting
- Ways the book helps businesses and readers
Overview of the Book
The book explains how businesses can use content to attract and keep customers. Instead of focusing on direct sales, they create ads that feel valuable and relatable.
By the end, readers will know how to use this strategy to build trust and grow relationships with customers.
About the Author
The author is a skilled expert in digital advertising who has spent years studying online ads and customer behavior.
Their experience in the field means the advice given is backed by real knowledge and practical examples.
Purpose of the Book
As online content becomes more popular, companies must adapt to how people use the internet today.
This book helps businesses shift from traditional ads to ones that people actually find useful, which can build loyalty and trust.
Summary of the Book
What is Content-Based Internet Advertising?
Content-based advertising was created because people got tired of ads that interrupted them. Instead of forcing attention, it shares useful, fun, or interesting content people want to engage with.
This approach allows businesses to connect with their audience naturally.
Main Parts of the Book
The book is divided into several key parts:
- Understanding Content Advertising: This shows how this kind of advertising is different from the usual ads we see and why it works.
- Targeting Customers: Talks about using information (data) to find out what each person likes and needs.
- Creating Content: Explains how to make interesting content that keeps people’s attention.
- Measuring Success: Teaches how to check if the advertising is working or if changes are needed.
- Being Honest and Transparent: Discusses the importance of honesty in advertising to build trust with the audience.
Putting the Customer First
Content-based ads differ from traditional ads by focusing on the customer, not just the product.
Traditional ads often pop up suddenly, while content-based ads fit right into what people are already reading or watching.
Here’s a look at some of the main differences:
| Feature | Traditional Advertising | Content-Based Advertising |
|---|---|---|
| Focus | Product-centered | Customer-centered |
| How It Shows Up | Interrupts (like TV ads) | Blends in with content |
| Purpose | To get quick sales | To connect with and inform customers |
| Examples | TV commercials, banners | Blog posts, videos, social media posts |
Personalization and Data
Personalization means tailoring ads to fit each person’s interests. Companies use data (like what you watch or search) to make ads feel more relevant.
For instance, if you watch lots of cooking videos, you might see ads for kitchen tools.
This book explains how businesses can use data to learn about their customers and create better, more meaningful ads.
Book Review
Customers Now is a book about content-based advertising.
Content-based advertising is quite a bit different than search-based advertising, and most people don't take that into account.
Many write it off because they are getting the results that they'd like, but they aren't doing it right.
There is a big difference between search and content, yet people use the same ads for both campaigns.
There are several key points to Customers Now, but I think that this is the biggest, "Remember that content-based advertising is creating demand and finding customers."
Search advertising is based on getting people who already know they want what you are selling.
Content advertising lets people know you exist, and shows them that you have something they want or need.
Content advertising is about finding NEW customers. Television advertising works because people see things over and over.
It gets embedded in your mind. They say you have to see something 7 times to be reached.
That is what content advertising is. It is getting seen by your future customers.
I won't give away the specific details, but David goes in-depth on the differences between search ads and content ads as well as step-by-step instructions on how to create a good content campaign.
He points out what is a good ad, and what is a bad one.
He also describes how to find the specific keywords and websites to target.
He opened my eyes to the possibilities of content advertising.
Up until this point I had mostly written it off. I find out now it is because I was doing it all wrong.
Main Themes
Theme 1: Personalization in Ads
What Is Personalization?
Personalization means creating ads that feel like they’re made just for you. Instead of showing the same ad to everyone, businesses try to make ads that match each person’s preferences.
When ads feel personal, people are more likely to pay attention and feel valued.
Benefits and Challenges
Personalized ads can be very effective, but they’re also a bit tricky. They can take extra time and money, and some people feel uncomfortable with too much information being used.
Here’s a quick look at the pros and cons:
| Pros | Cons |
|---|---|
| Makes people feel understood | May feel a bit invasive or “creepy” |
| Higher chance of engagement | Needs a lot of data and technology |
| Builds trust and connection | This could lead to too much personalization |
Theme 2: The Role of Data
Why Data Matters
Data helps businesses know more about their customers, so they can make ads that actually matter to them.
For example, data can tell a company which of its customers like sports, so they can create content that connects to sports fans.
How Data Helps Companies
Some examples of data-driven ad strategies include:
- Retargeting: Showing an ad to people who have already looked at similar products.
- Predicting Behavior: Using past choices to guess what people might want next.
- Customer Grouping: Creating different messages for different types of people.
Privacy Matters
Using data can sometimes feel uncomfortable to people if they don’t know how their information is being used. Companies should always be open about how they use data.
Here’s a quick guide to data practices that people tend to trust:
| Practice | Description |
|---|---|
| Be Open | Tell people how their data is used |
| Ask for Permission | Get consent before using personal data |
| Use Only Necessary Data | Only collect what is truly needed |
| Be Accountable | Follow the rules and respect people’s privacy |
Theme 3: Making Content the Star
Why Storytelling Works
People love stories! Storytelling is a key part of content-based ads because it feels real and connects emotionally.
When businesses use stories, they go beyond just selling products—they’re sharing something that people can relate to.
Examples of Story-Based Ads
One example is a campaign by a sportswear brand that focused on the lives of athletes. Instead of only showing the product, the ad shared inspiring stories of real people. This approach made the brand feel more personal and trustworthy.
Building Loyalty
When businesses give useful or entertaining content, customers are more likely to come back. Ads that feel genuine and valuable build loyalty over time.
Practical Tips for Businesses
How to Create Effective Content-Based Ads
Here’s a step-by-step guide for businesses wanting to try content-based ads:
- Learn About Your Audience: Research what your customers like and want to see.
- Create Useful Content: Share something valuable, like tips or ideas, through a story or a fun video.
- Use Different Platforms: Each platform is unique, so use a variety like Instagram, YouTube, or blogs to reach different people.
Using Analytics to Improve Ads
Analytics (data about who clicks, watches, and shares) help companies measure how well their ads are doing. This data also helps them learn how to make future ads even better.
Types of Analytics
- Real-Time Tracking: This shows what’s happening right now, so companies know if an ad is working or not.
- Predicting Future Trends: Helps plan future ads based on what’s popular.
Keeping Customers Loyal
To keep people interested, businesses should create content regularly and make it valuable. Ads that solve problems or offer helpful tips can keep people coming back.
Ways to Build Loyalty
- Be Helpful: Offer advice or solutions people actually need.
- Post Often: Being consistent keeps your brand fresh in people’s minds.
- Listen and Respond: When customers share feedback, respond to it—it shows you care.
What Worked Well in the Book
Strengths
- Deep Insights: The book offers a clear explanation of new ad methods and strategies.
- Examples: Real-life stories make the ideas easier to understand.
- Actionable Tips: Readers can try these strategies in their own business.
Weaknesses
- Complex Parts: Some parts might feel advanced or technical.
- Mostly Large Brands: Small businesses may find some tips harder to apply.
Comparison with Similar Books
This book stands out because it focuses directly on content-based advertising rather than just social media or digital marketing.
Other books, like Contagious: How to Build Word of Mouth in the Digital Age, cover how ideas spread, but they don’t go into as much depth about content advertising.
Conclusion
The book Customers Now is a helpful book that shows a new, customer-centered way of advertising and shows that creating helpful, interesting content is more effective today than just showing traditional ads.
Content-based advertising builds trust, improves loyalty, and engages customers in a way that old-fashioned ads can’t.
It explains how telling stories, focusing on people’s needs, and measuring success can help build stronger relationships between companies and their customers.
With technology advancing, the way companies use ads will keep changing.
Those who keep their ads personal, engaging, and relevant will stand out, as customers seek brands that bring genuine value to their lives.
This book is useful for anyone interested in advertising or business because it offers practical ideas that can help reach and connect with customers in a modern, more effective way.