Will 2020 be a Decade of Holistic Advertisement?
Advertising has always seen new ways of getting to the people, sometimes the target, and often, not the target. The scene of online advertising has been growing rapidly in this decade too with the market growing totally on mobile ads and revenue. The rapid expansion has pushed the customer experience out of the way, and in many cases, led to a revolution in all spheres. Companies are making serious attempts to improve the user experience. And, at the same time features have been implemented targeted at blocking all kinds of ads and making their time online, ad-free and commercial-free.
The explosion of data and identify the gathering and management of user information during sessions has to lead to an increase in a myriad of activities. This has cleared the roads for real-time signal detection and machine learning to take over several aspects of advertising. The marketers are trying to master the so-called ?Prediction of Magic Moments? when the ad will make a desirable impact and trigger an action, such as a click, or even more, a purchase. The evolution of ideas back and forth has pushed boundaries such that more innovative ways of marketing is adopted by existing brick-and-mortar stores. They are being pushed to think out of the box because customers tend to stay in and be on mobile rather than walking out.?
To a Higher Standard than Before
To make the market seemingly holistic for everybody, the creative deployment of ads is necessary, and even to keep the stores flourishing. With everything online these days, marketing is serious about solely online advertising too. In fact, more and more companies have been forced to push online ads to bring footfalls to their stores. And, all this has to be done keeping intact the standards for privacy, not stealing user information without their consent and so on.
To maintain that higher standard is more necessary than ever before. This will directly impact the brand relationship and relevance, and helpfulness.
To achieve this impossible or rather challenging task is needed. With those most progressive marketers only can achieve success in driving the industry forward. In 2020, we are expecting to take this approach towards a completely holistic concept. It is difficult but that is what has to be done, in order to remain relevant.?
Taking Data Gathering and Management Seriously?
It cannot be overstressed that data is the key to the 2020s and who has the largest data is the winner. The data collection and management are surprisingly difficult as one can imagine. For too long the industry has been getting away with little effort on its part and this has hurt the consumers and the industry themselves, without many realizations.?
When the marketing guys run stuff without making an analysis and based on radical assumptions on the market, this makes a lot of problems. This mentality has a lot of detrimental effects and the industry as an ecosystem is trying to create smarter methods to deal with it. They are trying to create a better image for them as a whole and avoid a future where people just hate ads and pay to block all kinds of commercials. This trend is already on the rise in the past couple of years when companies like Google are testing self-imposed ad blockers that are enabled by default. This also has good views with scams and fraud ads and this is good in many ways.?
To understand the audience truly the data from several places has to be taken together and joined in a smart manner. This ensures the authenticity of the data. Then, using the new field of data analysis, data science, and machine learning, the experts in the industry use this data for building their strategies. What matters at the end of the day is the ROI for advertisers and the experience of the users. To have a good impact and more engaging personalized advertising, companies are doing everything to collect all kinds of data, in and out, all the time.
Increasing Investments from All Sectors
It cannot be done without funds and investments. Whenever there is a serious ad campaign, millions of dollars are spent on the campaign. These days campaigns have only got bigger and heftier price tags unimaginable. There are also ads for a very small price in cents compared to dollars, and a whole range of offerings are available. Even though a single piece of 2cmx2cm ad on your smartphone can cost only a few cents when considered the number of times it is shown, the number of devices it appears on, the number of websites it covers, the number grows astoundingly unpopular. So much so that only the large investment-worthy players can think have touching them.?
With advertising comes revenue, and irrespective of how many actual sales were received from these ads, marketers will get their share upfront. Thus, the brand trying to reach the audience has to settle for investing millions without hoping for a single penny in return. In case their campaign didn’t improve their sales, the blame goes to their marketing strategy, and not the marketing company. It is probably that their ad was not worth watching.
But, then there are some people in the industry with the best creative minds who can make sure that given enough money, they will ensure an ad that people will love to watch again and again and even share. Today, we live in a world that is taking us places and seeking recognition from user behavior and targeting them with ads they will love. Thus, the marketing style has changed from bulk to smarter ads.
The Real-Time Engagement in Behavioral Advertising
Today you can place orders through Alexa on your grocery shopping as well as on other products on Amazon. Google’s smart speakers are trying to leverage these in terms of offering search results. So, what is happening in hindsight is that all these online activities are creating real-time data and it pertains to human behavior. The way one user interacts with their Google’s Assistant and Alexa is different from another, and this allows for profiling one person. When you can collect all kinds of data, it is enough to create a profile of a particular user and hence derive a behavioral model of that person.
For example, knowing that a person likes a particular brand of napkins and orders them every weekend, Alexa can do it beforehand for you. Google can suggest a new brand that you might like just in time when you place your next purchase the coming weekend and even go ahead with clubbing other things similar to it. Alexa might suggest you other stuff people just like you purchased along with it when placing a purchase and asking you if you’d like to add it to your cart as well. All this seems very natural as if you’re talking or having a conversation with your family member or roommate before making a purchase and that is what pertains to human behavior.?
This is a kind of sense-and-respond strategy and it is obvious that the marketing department that is at the forefront of utilizing these new technologies and data generated from it, will make a mark in the 2020s. This is not a new concept and personalization has always been an integral part of customer satisfaction for centuries. The only thing is that enabling this with the help of technology and computer programs is a near-impossible feat for the coming decade. When progressive marketers can leverage this form of internet advertising and incorporate a holistic approach into their marketing campaign, the results will be great.?
There will be less waste of energy and resources when you can know beforehand whom to target and when to largest.?
The Thriving Brands for the Next Decade
This brings up a question of who will be able to sustain this rapid change. There is not just a change in philosophy but also the way things are implemented and business is done. To be able to convert viewers to customers is a great achievement in itself. If we take a look at the history of marketing and branding, then we can see only a few brands that have been in business for centuries. This is solely based on their relevance to customers and marketing that relates them to people. If you can appeal to people, all generations, and with changing trends makeup and develop new strategies, your brand will flourish.
If you’re not making changes constantly then your advertising is not improving. Today, e-commerce has taken a lot of things out of the question. Apart from some known brands, there are millions who are not-known or no-name brands. They are still able to sustain a business because of eCommerce sites. Amazon brings together all these no-name as well as known brands under one pillar and when Amazon advertises itself and draws customers, it automatically means the thousands of no-name brands are also getting a chance for selling some more. Small and medium businesses can’t spend millions on their own ads, and this strategy helps.?
All these thousands of businesses grow under the umbrella of Amazon, and Amazon gets more and more popular for providing the platform. It can spend millions on marketing itself and its store where people can find and buy anything. This free advertising, plus some premium packages, comprised of today’s’ online advertising features. The brands that thrive in this ecosystem can also have a future if they do well. Thus, small and medium scale businesses can now only focus on making good products and delivering them to customers without worrying about making ads and all the high-tech stuff. It simply is not possible to sustain a small business with this strategy and this is really a good thing for giants like Amazon.
Greater effectiveness will arise when the demand increases.?
The Remedy of the Global Free Classified Ads
There is a smarter way to gain attention and that involves the ideology of delivering things for free. How is it possible to post free classified ads? In the days of solely relying on newspapers, a classified ad would be really expensive. Further given that the size of the ad you have needed to be vary, the cost also varied too.?
Today, marketing companies are trying out innovative ways. In the regime of global free classified ads, you can make announcements, offer services, list vehicles for sale, property for sale, seek jobs and employment opportunities, and announce business opportunities. When you put your ads on a website that is visited by hundreds of people just because they have ads you can place free classifieds. It ensures that your items will sell quickly and this is also subject to further changes and modifications as you might seem necessary.?
The way these networks work is that they put forth a wide variety of information that is relevant to people and the traffic sustains the model. Not just that, your free classified is also submitted to leading search engines so that they appear when local searches are made. There are always some kinds of constraints though such as renewal of your ads, modifying them, selecting a target period and so on. These listings work in a manner different from big-dollar ad videos you watch on YouTube or Instagram but do very much the same task. It makes your listings reach people looking for them.
There are a host of websites that allow you to post free classified ads globally and locally and this enables you to find your audience faster. These ads are sorted, organized and listed in online searches too all by themselves. You don’t have to worry about SEO or anything like that. It is usually meant for individual listings and not promoting your brand or company. You can usually signup using your email accounts and start posting your free classified ad right away.?
The next decade is going to bring out of the box advertising strategies solely based on mobile ads, online advertising, and user-centric data. It will present you with the ads at the right time and location.