Let’s face it, every company needs to advertise to attract customers. You could invent the best thing since sliced bread, but you still need to sell it! Luckily for you, marketing your brand or product and reaching your customer is easier than ever before. The advent of big data in the world of digital advertising has made it possible to increase both the breadth and specificity of your online marketing efforts. Although digital advertising has become easier and more effective, you still must understand how to navigate this new, constantly changing technology.
Big Data, data analytics, data strategy, and a number of other buzzwords are flying around on the internet. But what do they all mean? To break it down, your customers’ data is very important to your business and how you advertise. With this information you can nearly perfectly target existing and potential customers based on demographic, what social media they use, their browsing habits, and a number of other personal factors. However, with this great power comes great responsibility. A number of third-party Ad Blockers are available for free on internet browsers and are becoming increasingly popular. In addition, changing data privacy regulations require you as a business to have the CONSENT of your customers first and foremost. Without their consent, you are breaking the law, which could lead to hefty fines, and also you are eroding your customers’ trust which is very difficult to get back.
Benefits of digital advertising
Once you obtain consent, you can begin doing amazing things with their information in an ethical, agreed-upon manner. The future of digital advertising relies on data, past customer behavior, and predicting future preferences. One idea to look into is Identity-Based Pay-Per-Click (PPC) Marketing. PPC used to be an outdated method that barely generated any traffic; think about all the spam emails you used to get and possibly still get today. But, now that you can target your ads effectively, the sky's the limit. Imagine you’re browsing the web for new running shoes. You get an ad as the first search result that links you to a brand new running shoe brand having a new customer sale. Using different data analytics software that takes into account what your customers are looking for, based on their current behavior as well as expected future preferences, you can craft a personalized PPC marketing strategy to place your product right where you would want your customers to see it.
There are countless other trends and buzzwords that you could spend hours learning about. However, customer consent and using data for targeting and personalizing advertisements are two simplified, overarching ideas to keep your eye on. The future of digital advertising is constantly evolving and it’s important to stay on top of new technologies that make data privacy and personalization of marketing easier.
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