Let’s delve into the eight digital advertising trends that are shaping today and tomorrow, uncover their key insights, and optimize business results.
You sit down, turn on the TV, log into Netflix to watch the documentary The Great Digital advertising trends that Hack , and you’re in for italy telegram data a shock . In two hours, directors Karim Amer and Jehane Noujaim expose the levels of access that large digital platforms are gaining and the doors this opens for advertising. According to the documentary, it’s perfectly possible today—with some big data and ethically questionable practices—to manipulate people’s behavior and strongly influence their decisions.
Mass advertising is not efficient!
The first and most basic thing we learned from the documentary is the high levels of predictive power achieved when exhaustive analysis is conducted and people’s behavior is thoroughly documented. We all believe we’re being spied on, but in reality, machines simply follow what we do and compare it with what others do to predict our decisions. In other words, every movement we make in the digital world serves to classify us as individuals. Why is it important to focus on this? Because it’s clear proof that niches exist and that they’re the right path for advertising. Profiling is the new advertising grail, and—to be honest—few companies invest time and resources in this subject.
The consequences of acknowledging this apparent obviousness are that we will have to accept the existence of micro-niches. Accepting this has a huge impact on budgeting and advertising planning decisions . Ultra-segmentation will reduce the population size, and this reduction will force us to invest fewer resources in the channels to achieve results. Furthermore, this precise segmentation will improve the quality of the audiences receiving the message, which will increase the likelihood of finding buyers. In other words, the documentary tells us that good results can be achieved by investing little in platforms and a lot in data and advertising. [part 2] consumer behavior – stages of purchase decision
The message is more important than the channel
Another important aspect—one that receives little attention when designing advertising campaigns and is evident in The Great Hack —is the importance of the message over the channel. Advertising agencies and media outlets have led us to believe that the key is paying those with the audience to make our brand visible. Wrong! Currently, the critical aspect of an advertising effort is the message I’m going to convey, rather than where I’m going to convey it.
Microsegmentation has caused channels to lose strength and messages to regain attention. We used to give our money to platforms, and that needs to change. Now, to be successful with digital advertising, the money must go to content creators and creatives who craft compelling messages for each niche. Yes, because the era of creating a single ad for all audiences is over. Today, we need to create multiple ads, for each audience and for each moment of the customer journey .
This is an important topic because we marketers are often lazy about creating a lot of ads; we simply come up with an advertising concept, put it together, and that’s it. We think we’ll appeal to all market niches this way—because that’s how it’s always been done—but no, unfortunately, that no longer works. The idea of working solely for brand visibility is obsolete and doesn’t deliver real business results. Therefore, the real work behind new forms of advertising is micromanaging the messages conveyed, adapting them to the recipient’s interests, language, and motivations, and to the consumer’s journey through the conversion funnel. Not taking the time to do things this way will be a bad decision and will waste invested resources.
The 8 digital advertising trends you need to know to succeed
Now, we want to complement our analysis of the conclusions we drew from the documentary “The Great Hack” with chine directory a detailed review of the trends gaining momentum in the digital world that are directly related to advertising. We’re doing this to give you more tools and make your advertising efforts more efficient. By combining the conclusions drawn from the documentary with the following trends, you’ll gain an advantage over your competitors.
1. Add artificial intelligence to advertising management
Today, access to artificial intelligence is no longer a luxury. The use of machines to manage tasks is becoming more widespread, and any business can add these types of tools to its processes. With small investments—even free, in some cases—artificial intelligence can be used to address or refine a marketing campaign .
Artificial intelligence could greatly contribute to your advertising activity in the digital world, but we want to highlight two in particular: automation and big data . The former refers to the ability of machines to handle multiple requests simultaneously, without neglecting any. Designing a customer service or lead management process and handing it over to a machine will save us time and resources—and also reduce errors. Furthermore, with some automation, we could regulate campaign behaviors so that machines release or retain resources. In other words, with artificial intelligence, we could detect moments of opportunity or threat, and based on this, make decisions in real time.
