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The trends in digital advertising that will save you money

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The trends in digital advertising that will save you money

You sit down, turn on the TV, connect to Netflix to watch the documentary The Great Hack, and are shocked . In two hours, the directors Karim Amer and Jehane Noujaim expose the levels of access that the large digital platforms are reaching and the doors that this opens for them for advertising. According to the documentary, today it is perfectly possible – with some big data and ethically questionable practices – to manipulate people’s behaviors and strongly influence their decisions. The leading company in the documentary is called Cambridge Analytica and is to blame for a huge loss of reputation for Qatar Phone Number List advertising. A reality that leaves us who are dedicated to marketing very badly . However, not everything is negative and that is why we are going to focus on those few positive things that emerge from that scandal. In the two hours of the documentary some good conclusions are drawn that, enriched with other independent investigations, serve to make better use of digital advertising.

Mass advertising is not efficient!
The first and most basic thing we learned from the documentary is the high predictive levels that are achieved when thorough analysis is done and people’s behavior is thoroughly documented. We all think we are being spied on, but in reality machines simply follow what we do and compare it to what others are doing to predict our decisions. In other words, each of the movements we make in the digital world serves to typify us as individuals. Why is it important to dwell on this? Because it is clear proof that niches exist and that they are the right way to advertise. Profile identification 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 is that we will have to accept the existence of micro-niches. Accepting this has a huge impact on advertising planning and budgeting decisions . Ultra-segmentation will reduce the size of the population and this decrease will force us to invest fewer resources in the channels to achieve the results. Also, this millimeter segmentation will improve the quality of the audiences receiving the message, which will increase the chances of getting buyers. In other words, the documentary tells us that you can get good results by investing little in the platforms and a lot in the data and the ad.


The message is more important than the channel
Another important aspect – to which little attention is paid when designing ad campaigns and which is evident in The Great Hack – is the importance of the message over the channel. Advertising agencies and the media have led us to believe that the key is to pay those who have the audience to make our brand visible. Error! Currently, what is critical of an advertising effort is the message that I am going to transmit, above where I am going to transmit it. Microsegmentation has caused channels to lose steam and the message to regain attention. We were used to giving our money to platforms and that should change. Now, to be successful with digital advertising, the money must go to content generators and creatives who build compelling messages for each niche. Yes, because the era in which we created a single advertisement for all audiences has gone down in history. Today, you have to create many ads, for each audience and for each moment of the customer journey . This is an important topic because Forex Email List are lazy to create a lot of ads; We simply think of an advertising concept, we take it to a piece and that’s it. We believe that this is how we will seduce all niche markets – because that is how it has been done all our lives – but no, unfortunately, that no longer works. The idea of ​​working for a simple visibility for the brand is obsolete and does not bring true business results. So the real work behind new ways of advertising is micromanaging the messages delivered, tailoring these to the interests, language, and motivations of the recipient and the consumer’s journey through the conversion funnel. Not taking the time to do things like this will be a bad decision and will waste the resources invested.

The 8 trends in digital advertising that you must know to succeed
Now, we want to nurture the analysis of the conclusions that we draw from the documentary The Great Hack with a detailed review of the movements that are gaining momentum in the digital world and that have a direct relationship with advertising actions. We do this, to give them more tools and to make their advertising actions more efficient. Adding the previous conclusions drawn from the documentary with the following trends, you will put yourself in an advantageous position compared to your competitors.

1. Add artificial intelligence to advertising management
Today, accessing artificial intelligence is not a luxury. The use of machines for task management is becoming widespread and any business can add this type of tool to its processes. With small investments – even free, in some cases – artificial intelligence can be used to serve or refine a marketing action . Artificial intelligence could contribute a lot to your advertising activity in the digital world, but we want to highlight two in particular: automation and big data . With the first we refer to the possibility that machines have to meet multiple requirements simultaneously, without neglecting any. Layout out a customer service or lead management process to deliver to a machine will save us time and resources — and reduce errors, too. In addition, with some automation, we could regulate behaviors in the campaigns, so that the machines release or retain resources. In other words, with artificial intelligence, moments of opportunity or threat could be detected, and from this make decisions in real time.For its part, big data contributes to the segmentation of audiences and the improvement of messages. With enough data and the support of machines, we can find patterns of behavior that lead us to delimit cohorts – or even individuals – to whom we can target advertising. Also, with those same inputs, we can create more timely and seductive ads.

2. Work intensely on the content of the message
Today, everyone says they are making content that adds value; but — let’s be honest — few actually do. Creating creative messages is not a pleasant task and, in general, that complexity is what makes us leave it half done. Well, here we are again insisting and talking about the importance of investing in the message. The second predominant tendency to create outstanding campaigns is to dedicate a lot of resources and labor time to the construction of the advertising pieces – thus, in the plural, because a campaign cannot end in a single and simple advertising piece. The campaigns that attract the attention of the audiences are characterized by detailed planning and the adaptation of the message to each market segment. Also, by an almost conversational narrative between the company and the client throughout the conversion funnel.

3. Adapt advertising to voice searches
The third point to take into account in advertising strategies for the digital world is the growing use of personal assistants on devices, such as Siri or Alexa. Well, we address this point because this affects the planning of campaigns, especially those aimed at search engines. These days, keyword thinking can’t be reduced to the ways this task has been done in the past. Now, think more about long-tail phrases and less about short, abstract words for ad setup. The type of terms people use for voice search is very different from what they used when searches were typed. Today, it’s a good idea to think through comprehensive questions to anticipate the kinds of interactions people have with their devices, Many experts claim that consumers are being trained by gadgets like Amazon and Apple to simply yell out their needs and wait for expedited local solutions to meet them; therefore, advertising campaigns must be designed under this reality. To believe that people still go to Google to search for “plane tickets” is to be deceived. Today’s users are looking for “cheap plane tickets from Medellín to Bogotá for next week leaving on Friday afternoon” —yes, the example is a bit exaggerated, but it clearly shows current search attitudes on Google.

4. Appropriate video as an advertising format
We have talked about the importance of video in many articles and we never tire of insisting on this. Generation Z – those born between 1995 and 2015 – became the largest population group in the world. According to studies, a third of the world’s population was born after 2000. This population group loves videos. Brands that want to profit from their advertising efforts need to begin to understand the preferences of new audiences. Not using video as an advertising format means going against all the advertising logic of the digital world. But we are not talking about making TV commercial type videos, no. We are also not talking about creating promotional video ads for a product or service. What we are talking about is appropriating video as a format and using it to blur the line between advertising and valuable content. These types of videos are the right resource to stand out on the social media timeline and reap business results with digital advertising.

5. Understand augmented reality to benefit from it
An advertising message with augmented reality provides an unforgettable experience for the user. Additionally, augmented reality creates a deep immersive effect with the streamed content. Campaigns that involve augmented reality end up becoming a kind of video game for users. Understanding the scope and possibilities that augmented reality offers for advertising campaigns will open a great door for you to improve the levels of interaction and to increase the spread of your advertising efforts. Augmented reality engages the user, increases fun, and in most cases generates a very useful speech-to-speech effect for business.

6. Insist on contextual advertising
With the Cambridge Analytica scandal – the central theme of the documentary – the use and abuse of behavior tracking on digital platforms has been affected. The States are taking measures against this and there are already many governments that have issued very strict regulations for the use of cookies for advertising purposes – the GDRP, General Data Protection Regulation, a European protocol that addresses the issue of data privacy. users, is a great example of this. This means that platforms will have limitations in collecting information from people. In light of this, what will happen to digital advertising? Well, you will have to adapt, and the traditional way of using context as a benchmark for segmenting is a smart alternative. Determining the characteristics of a target audience based on the content of the web pages they visit is once again an attractive idea. And if we add to that an intense work in the creation of the messages so that they blend in with the channel’s contents, we will obtain advertising actions as efficient as those deployed from personalized audiences. Micro-segmentation can also be seen not from filtering the audience, but from filtering the contexts in which the message will be broadcast.

7. Open the door to collaboration
The penultimate major trend — which we could use to refine our advertising efforts — is collaboration. Generation Z, in addition to preferring videos, loves to get involved with brands, therefore, it is a good idea to allow the participation of the community in the definitions of the message. Open the doors of the business for the audience to interact and participate creatively in the creation of the message. The power of collaboration must be harnessed by businesses to create better strategies and to increase audience engagement with businesses.

8. Shake off the digital advertising duopoly
Let’s stop reducing the world of digital advertising to Facebook and Google. There are many more options. Explore platforms and stocks to break your reliance on that duopoly — not to mention moving away from both channels entirely. Opening up to new scenarios can be used to find new and surprising actions. Reducing advertising to just two channels could be detrimental to business and creativity.

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