[ad_1]
“Today’s consumers face an overabundance of advertising. The average American is exposed to between 3,000 and 10,000 messages per day. This trend is exacerbated by the holiday shopping season.Given this reality, we believe that they will notice our marketing message, associate it with the right brand, and ultimately Can you expect us to make brand choices based on these messages? January 1st.
The post sparked curiosity among his followers. After all, a global market leader has raised a question that is keeping marketers around the world up at night. How can you stand out in a world of increasing ad overload, especially on personal devices?
According to a recent report by Redseer Strategy Consultants, smartphone users in India spend around 7.3 hours on screen every day. Among the flood of social media messages, what plagues them most is the overdose of promotional content that brands push onto their laptops, mobiles, or smart TVs, considered an invasion of privacy.
Marketers are at the forefront of an era of exponential growth in digital advertising, but consumers are increasingly using ad blockers to skip ads and ad-free versions to keep ads at bay. Targeted advertising, which is supposed to deliver relevant ads only to potential consumers, is still limited in scope.
“To date, only about 15% of high-end advertisers have been able to effectively use targeted advertising,” said brand strategist and angel investor Lloyd Mathias.
Advertising in India has evolved over the last 70 years, reflecting the changes the country’s economy and society have undergone. In terms of revenue, GroupM’s This Year Next Year report is expected to surpass INR 1 billion in 2022, with digital advertising’s share reaching nearly 45%.
This reflects the challenges facing CMOs.
How much is too much?
Some of the biggest digital criminals are pop-up ads that redirect you to sites you don’t want to visit, video ads that autoplay, and interstitial ads that take up your entire screen on news, sports, entertainment, and other websites.
In addition, direct messages on mobile phones are an annoyance for users. His 2022 survey conducted by LocalCircles revealed that more than 95% of his users on mobile received spam SMS, regardless of DND list registration. Research has shown that such messages are now being sent from Whatsapp as well.
How can you tell if there are too many ads above the fold? Marketers have been grappling with this question for years. Various artificial intelligence (AI) tools are available these days that claim to calculate the optimal frequency of ad serving. Their effectiveness is often subpar.
According to Shashank Srivastava, senior executive director (sales and marketing) at Maruti Suzuki, brands need to have robust first-party databases along with AI tools for sharper, hyper-local targeting. Customer data platforms (CDPs) help identify target audiences, while AI tools help serve relevant creatives to cohorts based on interests, geography, and more. ”
“At Maruti, we use SVOC (Single View of Customer), which creates a more personalized marketing and sales experience,” Srivastava claims.
innovative way
Rajamannar said marketers need to think outside the box and find ways to discreetly display where consumers are actually. To do so effectively, it must connect with consumers in entirely new and innovative ways that integrate organic touchpoints into many aspects of their daily lives.
For example, Airbnb devised its own digital marketing strategy to boost tourism during the pandemic revolving around user-generated content. Photos clicked by customers while staying at airbnb properties were shared on the company’s official Instagram page.
Maruti, which spends nearly 700 crore a year on advertising, uses ‘Roadblock’ and ‘Social Media Takeover’ marketing to win the brand game, said Srivastava.
Roadblocks and takeovers are used for ads that take over your page or block other advertisers from appearing on your page. A social media takeover is a fun influencer marketing strategy in which an individual, public, or influencer takes over a brand’s social media pages to post user-generated content.
In-content integration
In-content integration into stories is a great way to be discreet yet impactful, says Manish M Nagori, Head of Branded Content and Large Account Publishing at Saregama India. .
Mr Nagori said: Doing his CPV analysis of in-content integrated works is always higher than paid space. This is because the impression of integration or placement within the content is permanent and remains within the content until it is made publicly available for consumption somewhere. The repeat value of music videos is so high that the numbers are even better when the content integration is in the music. ”
Nagori has worked on the integration of Heineken into James Bond since Skyfall, the placement of Zomato in the Jalebi Baby music video, the out-of-the-box integration of Rupa’s brand in Lalu Singh Chadda, Coke Studios for all seasons, and Carvan Lounge by Amazon Prime Music. , and most recently gave an example of colorbar integration as “cherry”. His Wali Lipstick’ in the Resham Ka Rumal music video.
Grapes CEO and co-founder Shradha Agarwal highlights data points. It’s a game changer in optimizing advertising to keep the message relevant to consumer demand,” she says.
She describes how his team leveraged data insights to identify different consumer cohorts and how the Myntra Roadster campaign #LogOnToTheRoads recognized the genres with the highest affinities in the digital world. I’m here. “The team also used data tools to identify hashtags and keywords most commonly used by Gen Z to communicate our message more effectively,” she explained.
Awareness and training
Advertising agencies recognize that marketers need to keep up with emerging trends. Training sessions are arranged for them.
Mitesh Kothari, co-founder and CCO of White Rivers Media, said: We also leverage our partnerships with platforms such as Meta, Google, Twitter and Quora to arrange expert training his sessions for leaders in various industries. Such professional awareness and expertise is necessary to fill any gaps that may exist in putting together the most profitable strategy for our clients. ”
But in a modern age where it’s easy to get overwhelmed and lost among emerging trends, technologies, and formats, it’s important to stick to your roots.
[ad_2]
Source link
