Marketing and advertising have been transformed in the digital era. We are way past television ads and the yellow pages now. In this digital landscape, brands have gone global with their campaigns, targeting beyond the limits traditional media had imposed on them.
Now, getting your message in front of thousands of digital media users isn’t a challenge any longer. But, the catch is, to make your message visible to the right thousands of people who resemble your buyer persona.
This is one among many challenges in the path of the digital marketer and advertiser in the 21st century. Let’s look at these issues and consider solutions.
Challenges in Digital Media Marketing and Advertising (and Solutions)
Creating meaningful engagement with ‘the’ customers
Not all people with money can be your customers. Getting your brand and business in front of the audience similar to your buyer persona those that face the specific challenges you aim to solve with your product/services and those willing to spend on a solution that does it for them- is the holy grail.
But, how to find your ideal buyers? Think in terms of data and analytics. Integration of first and third party data can help you create an audience persona that is uniquely yours. By doing so, you can create meaningful experiences for your customers, know them better, and connect with them through the right messaging.
Consider innovative solution for that extra oomph. For eg. with spatial analytics, you can create custom geo-fences to efficiently target and retarget the audience for boosted conversions when they are in a location where they can take a specific action.
Understanding what persuades customers to buy
Not all people are motivated by the same things. Since we are all different, our buying behaviors and patterns differ, too. Smart analysis of customer data can help you leverage demographics, location, behavioral, and trigger data to segment customers according to the factors that matter to them and run targeted campaigns.
Doing so can significantly improve your chances of conversion. We all like to be spoken to in a language we understand. There are moments when the buyer is “ready”, wouldn’t you like to connect with them just then? Data helps you understand what persuades our customers to buy. Effective segmentation can also help personalize experiences which, in turn, results in higher conversion rates.
Effective data-driven solution abound. For instance, you could create lookalike audiences. Using your customer data as a seed, you can prospect buyer persona and improve conversion from digital media campaigns.
Supporting existing and emerging platforms
Your messaging must be visible on all the platforms your customers frequent. Of course, each platform has its own nuances that impact the delivery, visibility, and impact of the messages.
You need to win audiences across multiple platforms and reach them where they access information and interact with businesses. To achieve this, you need to create coherent ads and media for display, social, mobile, audio, native and connected TV. To offer a holistic, omnipresent experience to your customers, you need to build a consistent presence on all relevant channels across touchpoints. This costs money, takes effort, and calls for knowledge of the platforms and channels. Can you optimize that resource-spend? Can you focus your energy on the channels likely to deliver the greatest impact? Can you ensure that your messaging for that channel is as appropriate as it should be? With analytics, you can.
The aim of digital media advertising and marketing is to drive positive impact on conversions, ROI, and brand bottom line. Simple reporting and dashboards don’t provide enough visibility into these outcomes.
Therefore, you need granular focus and greater insights on campaigns and their impact on your audience. Only by measuring and course-correcting consistently, brands can move closer to their ideal campaign results.
The need is to identify what is working and what needs tweaking. You can use predictive and heuristics models to optimize your marketing investments and maximize returns.
Planning and execution
It takes time and effort for digital and creative teams to plan campaigns and execute them. Among the top challenges for media and digital teams is the time it takes for them to get out the best campaign, make it available and visible to the audiences identical to your buyer persona, and measure its impact for future insight. As the volume of these tasks increases, so does the need for a better, automated approach to building, delivering, and analyzing media spends and strategies.
With this approach, you can meet goals faster and execute on ideas rapidly. Predictive planning tools powered by data and analytics can help you smash campaign goals faster, execute smarter, and more efficiently. By using a cutting-edge data-driven automated platform that helps you gain a deeper understanding of your customers, you can target them better -and faster.
The Solution? An Ad-tech Platform that Wins Customers with Smart Technology
Analytics can become THE key ingredient in addressing the marketing and advertising challenges that brands face today. The need may well be for an ad-tech platform that helps brands effectively plan outreach and maximize their returns on investment. Too often, brands steer digital marketing and advertising efforts in the wrong direction, only to end up having invested a lot with little to no tangible benefits.
Aroscop could help prevent that from happening to you. Aroscop helps you leverage data to create, plan, amplify, execute, and measure advertising campaigns. You can create campaigns at scale and measure returns from them to proactively tweak and course-correct. The truth is that brand marketing and advertising are less effective without a tech-powered solution. It’s a digital world out there and brands need the analytics edge to stay ahead of the competition.