CEO of Bideas , an AdTech startup whose mission is to bring fully transparent and valuable advertising to the mobile world.
Attracting targeted traffic is one of the most important goals of brands around the world. It's kind of a never-ending story that always remains relevant to advertisers. Today, getting the volume of targeted traffic for most products is quite difficult, and the costs of such customers are constantly growing.
This situation is due to a number of reasons, some of which are related to changing preferences in content consumption, including the emergence of many platforms for communication, entertainment and creativity. Today, communication is differentiated according to the consumer profile. Of course, we must take into account the constant competition of advertisers for the attention and money of consumers.
Based on my experience in the field of advertising technologies, I consider the following communication tools to be the most effective, relevant and important for modern realities: influencer, video (with video and broadcast advertising) and messenger marketing.
Influencer Marketing:
Today, Influencer Marketing is more than just an investment in brand image. This can be a real driver for targeted sales or usage actions. Surprisingly, micro-influencers (up to 100,000 followers) and nano-influencers (up to 10,000 followers) tend to be much more effective than their more popular counterparts. This is because they pay a lot of attention to the quality of their content and usually do a great job of tailoring it to their audience, hence their engagement and loyalty.
Another important aspect is the timing of Blogger advertising integration. Temporary or short-term marketing activities may not produce the desired results. On the other hand, representation or long-term partnership with a well-known opinion leader can add value to a brand's communications with customers. Of course, it is not universal and depends on the product, goals and target audience.
Video marketing
The past few years have clearly seen the popularity of video content and streaming advertising skyrocket. Accept this. From time to time you watch a funny or interesting video in your free time.
Therefore, it is not surprising that more and more people, especially members of Generation Z and Generation Alpha who have just entered the era of active consumption, are choosing this type of content. Communication approaches must change accordingly, both between people (less text, more videos and GIFs) and between brands and consumers.
The difference between video and interactive advertising and traditional banner advertising is that they are immersive. These advertisements can be dynamic and memorable and often include compelling visual elements, an engaging tone, and "tactility" (for gaming advertising). Such a mix can interest and motivate the audience to take a targeted action.
This approach can help brands show exactly what product or service they are talking about. This allows consumers to see and feel more confident about what they are buying. It may also provide a detailed explanation of a complex and/or expensive product or service. It also helps convey the value of your product or service and make it more exclusive. After all, being able to “look at” a product or service in detail can increase the likelihood of a sale.
Messenger marketing
Messenger marketing is another relatively new customer acquisition tool that can be very effective. One of the benefits of messenger marketing is instant customer feedback, which can be important for many products and services. Bots can give a polite and thorough answer at any time of the day or night, and the development of AI is making them more and more human, smart and capable of imitating a full-fledged conversation.
Another feature of this method is that it works well not only with “warm” audiences, but also with less informed and interested customers or with warm and even cold audiences. If all stages of the sales funnel are designed correctly, there are times when chatbots can replace a landing page or at least solve the customer’s main problem. Sometimes they even manage to win back customers (by sending out interesting articles or advertising new products). Messenger marketing can be used to promote many products and is especially suitable for e-commerce and service industries.
diploma
This trio will help you communicate with both wide and narrow audiences. They work well with informed and engaged customers, low brand awareness and cold customers. Finally, they allow you to change the tone from purely fun and casual to 'pure business'. If you don't currently use any of these tools, you should consider adding them to your marketing mix.
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